TikTok has introduced a feature called “bulletin board,” which provides brands and creators with a way to disseminate one-to-many snippets to their fan base. The format is similar to Instagram’s broadcast channels, where only the creator may post, while followers may respond with emoji replies.
How the Feature Works
A bulletin board accepts text, images and videos. Creators may send quick snippets of information without incorporating them into their feed. The communications are sent directly to followers, allowing it to be a more focused communication.
Eligibility Requirements
It is available to creators who are 18 and older and have 50,000 followers or more. This threshold for qualification is a way to have the feature consistent with those accounts managing larger communities.
Purpose and Community Engagement
TikTok believes bulletin boards are for enhancing relationships built with creators and followers. It provides a way for announcements, exclusive content, reminders, or findings that don’t require a full TikTok or a story. Brands may also use it as an environment for promoting such announcements for product or campaign launches.
Results From Beta Testing
TikTok began testing the feature in June. Musicians used it to announce new tracks and impact pre-saves. Media outlets, such as People magazine, and sports teams, like Paris Saint-Germain, used it as a conduit for news and updates. These early instances denoted strong interest for direct audience engagement.
Safety Measures and Moderation
TikTok states that bulletin boards follow the same Community Guidelines as the rest of the platform. Content is moderated through a mix of technology and human review. Users can mute, block, or report bulletin boards and creators, giving them control over what they see and how they engage.
