TikTok launches private broadcasting channel feature, similar to Instagram

TikTok announced on Thursday the launch of “bulletin board,” a new feature that allows brands and creators to share public, one-way messages with followers.

This feed is essentially TikTok's own version of Instagram's broadcast channels feature, which was introduced in 2023.

The previously tested "Bulletin board" is now officially available on Tiktok.

Similar to Instagram broadcasts, only the feed owner can post messages, while followers are limited to leaving reactions using emojis. Feeds support text, image, and video posts.

The feature will roll out to creators 18 and older with at least 50,000 followers.

The goal of this feature is to make it easier for creators and businesses to build communities by sharing news and updates with their followers, as well as posting exclusive content. For example, instead of sharing updates via Stories or regular posts on TikTok, creators can share them on their feeds. The feature also allows accounts to promote content by sending it directly to their followers.

The launch comes as no surprise, as TikTok was spotted testing the feature back in June.

Content creators can interact with all their followers at once.

During the testing phase, TikTok said artists and musicians used the feed to share newly released music with followers and invite them to pre-save upcoming releases. People magazine and soccer club Paris Saint-Germain also used the feature to share news and updates.

“As with all content on TikTok, all feed content must adhere to our Community Guidelines, which are controlled by a combination of technology and human moderation,” TikTok explained in a blog post. “Safety tools like muting, blocking, and reporting users or content are available in feed to help keep the community safe and positive.”

Creators can start their feed by going to their inbox and selecting this option. They can toggle “Show on profile” to change the visibility of their feed, and name their feed.

To join a feed, users can click on the feed name under the creator's bio on their profile. When followers opt in to a creator's feed, they'll receive notifications in their inbox whenever that creator posts something new.