TikTok is quietly testing a new feature - Bulletin Boards, which is a new one-to-many broadcast message mechanism designed for efficient communication between brands, creators and fans.
If you are familiar with Instagram's Broadcast Channels, you can think of TikTok's bulletin board as its counterpart. The difference is that TikTok is exploring new ways to interact with content through this feature, and may even reshape the logic of establishing a brand's private domain.
What does this mean for creators and brands? How to activate and use it? How can ordinary users participate? This article will explain it all at once.
What is the TikTok "Bulletin Board"?
Bulletin Board is a feature in TikTok's latest test, which allows creators or brand accounts to push broadcast-style updates to fans in the form of text, pictures and videos. Fans can like or give feedback with emojis, but cannot reply to comments, ensuring the one-way and concentrated nature of message transmission.
The core features are as follows:
One -to-many broadcast message: suitable for centralized push of accounts with a large number of fans.
Up to 20 announcements can be published per day: each announcement is limited to 1,000 characters and presented as a message stream similar to a "chat bubble".
Supports text, pictures, and video content: flexible in form and no longer limited to short videos.
Display the "Join Bulletin Board" button on the homepage: guide fans to actively subscribe and follow.
Create directly from the private message inbox: the operation path is clear and the entrance is easy to find.
Currently, this feature is being tested by some brands and creator accounts, including big Vs such as Paris Saint-Germain Football Club (PSG) and Jonas Brothers. Some bulletin boards have attracted hundreds of thousands of followers.
How to activate and use TikTok Bulletin Boards?
This feature is still in the testing phase and only visible to some brands and creator accounts. If you are one of them, please follow the steps below.
Step 1: Check if permissions are enabled
Enter the TikTok app, open the "Inbox" page, do you see the "＋" icon in the upper right corner?
If so, it means you have permission to open the bulletin board!
Step 2: Create your bulletin board
1. Click the "＋" button;
2. Enter a board name (e.g. Brand News, Behind the Scenes, Exclusive Offers);
3. Write an introduction to attract fans to join;
4. Choose whether to display a "Join" button on your profile.
Step 3: Start publishing content
Content type support: plain text, image, video;
A maximum of 20 posts can be published per day, with a maximum of 1,000 characters;
It can be updated continuously around a theme, or pushed regularly according to time nodes.
Step 4: Attract fans to join
Use call-to-action in your videos (e.g., "Want to see more behind-the-scenes footage? Click here to join the bulletin board!");
Linkage with limited-time content (e.g., small gifts for the first 100 people to join);
Set the Join button on the homepage to convert traffic into followers faster.
If you are an ordinary user, how to play?
Although Bulletin Boards is an exclusive voice tool for brands and creators, as an ordinary user (fan), you can also use it to obtain more practical information, exclusive content and interactive experience.
Step 1: How to join the Bulletin Board?
1. Go to the TikTok homepage of a brand or creator you like;
2. Check to see if there is a "Join Bulletin Board" button, usually displayed in the profile area;
3. After clicking Join, you will receive all announcement updates from this account, which will appear in your Inbox messages.
Warm Tips: You can only "join" and cannot actively send messages or comments, but you can use Heart symbol or emojis to express feedback.
Step 2: How to view/manage the bulletin boards you have joined?
1. Open the TikTok app and tap "Inbox" in the bottom menu;
2. After logging in, all the Bulletin Boards you have joined will be displayed above;
3. Click on any section to view the latest news released by the corresponding creator.
If you don't want to receive notifications or exit the bulletin board, you can click the "…" icon in the upper right corner to make settings (such as mute, exit).
Step 3: Play with a high-level feel: Don’t miss these contents!
Limited benefits: Many brands will post exclusive discount codes, lucky draw links, and internal test registration channels on the bulletin board;
Behind the scenes: You can see some content that you can't see on the homepage, such as behind-the-scenes shooting, unpublished drafts, creative inspiration, etc.
Event Preview: Be the first to participate in live broadcasts, online meetups, and theme challenges!
Step 4: "Interact with the creator"
Although you can't send private messages, you can:
Use emojis to express your preferences and let creators know what kind of content you like;
Check the Bulletin regularly every day and become a "loyal follower". Long-term interaction will give you the opportunity to get "priority testing qualifications" or "fan feedback";
Comment under public videos: "From Bulletin!" to create a sense of fan circle.
Practical tips: How to manage your Bulletin Board efficiently?
Do content planning: The upper limit of 20 pieces/day can be arranged into a carousel of daily/holiday/preview/interactive content.
Guide users to join: Use homepage videos, live broadcasts, and other methods to attract fans to subscribe to the bulletin board.
Create a sense of exclusivity: exclusive content that is only published on the bulletin board, such as behind-the-scenes footage, advance leaks, and limited-time discount codes.
Collect feedback regularly: Although fans cannot reply to announcements, they can use external channels (comment area, private messages) to listen to feedback.
What are Bulletin Boards for? Why should you care?
For creators and brands:
Release behind-the-scenes footage, exclusive news, pre-release videos, limited-time benefits, etc.
Allow fans to receive content push directly without relying on algorithm recommendations
Build a more stable private audience pool
Can be used as an interactive cold start tool (for live broadcast, lucky draw, preheating, etc.)
To fans/users:
Keep up with the latest news from your favorite creators or brands
Get exclusive content and bonus previews
Receive content in a non-intrusive way without forcing interaction
Why did TikTok launch this feature? The signal behind the trend
TikTok's move is actually a response to the trend of private domain communication.
After Instagram launched Broadcast Channels in 2023, creators gradually shifted their audiences from public content to a "controllable message subscription pool." YouTube also launched the Community feature early on for social interaction.
As Adam Mosseri, head of Instagram, once said:
"The number of photos and videos users share in private messages every day has far exceeded Stories and Feed."
Social platforms are no longer places for "public speaking", but platforms for "building core connections". TikTok's launch of the Bulletin Board means that they are also increasing their investment in the private domain ecosystem.
FAQ
Q1: What should I do if I don’t see the Bulletin feature?
The feature is still under testing and is expected to be gradually opened to more brands/creators in the next few weeks. It is recommended to keep the latest version of the TikTok app and pay attention to the Inbox interface.
Q2: Where is the Bulletin that fans see?
Fans can subscribe by clicking the "Join" button on your homepage, and the message will appear in the "Bulletin" channel of their Inbox.
Conclusion
On TikTok, where algorithmic recommendations dominate, Bulletin Boards provides a new "stable connection" option. It may not be suitable for all creators, but for accounts with content planning and brand operation awareness, it is a private domain tool that cannot be missed.
In the future, you may see more "Join Bulletin Board" buttons on the TikTok homepage, you may also get limited-time benefits from them, or even be the first to know the new movements of your idols.
Do you join the bulletin board of your favorite creators? Do you think it helps you receive content better?
