TikTok’s new Bulletin Board is a direct shot at Instagram Channels
TikTok launched Bulletin Board, a new feature allowing creators to establish a dedicated channel for updates, images, or videos to their followers.
This tool supports text, image, and video posts, enabling followers to react with emojis. Access is limited to creators aged 18 years or older with at least 50,000 followers. Followers join a board by tapping its name under the creator’s bio and receive inbox notifications for new posts upon subscription.
The feature alters how creators engage audiences, shifting from broad feed posts to opt-in channels. This change implies creators may direct exclusive content through this channel, enhancing loyalty and monetization potential. It also represents a tool for audience control for brands and creators.
The introduction of Bulletin Board reinforces TikTok’s strategy for creator retention. Direct-to-follower features are essential as platforms compete for influencer loyalty. This launch aligns TikTok with a trend of “channelised creator updates,” similar to Instagram’s broadcast channels, indicating ongoing competition for creator time and monetization.
For followers, this means encountering “Subscribe to Bulletin Board” prompts. Updates from top creators may transition from the general feed to dedicated inbox notifications, offering early-access news or giveaways, but also increasing notification volume.