TikTok is testing its own version of Instagram’s ‘broadcast channels’

Tiktok is testing a new messaging tool called “Bulletin Board”, confirmed the social network in Techcrunch on Friday. The functionality allows brands and creators to share public messages and one to several to their subscribers. Babillards are quite similar in the Instagram Diffusion channels functionality launched in 2023.

As with the broadcasting channels on Instagram, only the creator of a Babillard can publish messages and followers are limited to leave emoji reactions. Babillards support text, image and video publications.

The functionality was first identified by Threads user Christina Garnett.

The idea behind the functionality is to allow creators and brands to share updates and behind the scenes and to engage with their subscribers more directly. For example, rather than publishing updates via a story or a regular article on Tiktok, brands and creators can share them on their babbles. The functionality also allows accounts to promote their content by sending it directly to subscribers.

Some first testers of the functionality include People magazine, Paris Saint-Germain FC and the Jonas Brothers.

Since the babbles are a test characteristic, it is not known if Tiktok plans to deploy it more widely. In addition, Tiktok may be able to add more features. Instagram’s diffusion channels, for example, allow creators to publish surveys.

The launch of Bulletin Boards is the latest example of a social network loan functionality to another. Back in 2022, Tiktok Stories launchedwith Photos supportIn order to take Instagram. Of course, Instagram copied the entire Tiktok manual with the launch reels in 2020.