TikTok is testing a new messaging feature dubbed “bulletin boards” that mirrors Instagram’s broadcast channels, allowing creators and brands to send public, one-way messages to their followers.

The bulletin board allows select accounts to share updates using text, photos, and videos, offering a direct and controlled channel of communication with their audience.

Followers can engage through emoji reactions only, without the ability to reply or comment—similar to the limited interaction model used in Instagram’s broadcast channels launched in 2023.

“Bulletin boards are designed to help brands and creators connect more personally with their communities by offering behind-the-scenes content and real-time updates,” TikTok said in a statement.

Among the early testers of the feature are People magazine, football club Paris Saint-Germain F.C., and the American pop band The Jonas Brothers. It remains unclear when or if the feature will see a global rollout, as TikTok continues to evaluate user feedback.

The test marks yet another move in the ongoing rivalry between major social media platforms, as each continues to adopt features first pioneered by the other. TikTok, for instance, introduced Stories in 2022 in a move widely seen as a response to Instagram’s core offering. Conversely, Instagram incorporated TikTok’s short-form video format with the introduction of Reels back in 2020.

Industry analysts say bulletin boards could become a valuable tool for digital marketing, allowing creators to bypass traditional feeds and directly promote content to their most engaged followers.

While TikTok has not revealed further plans for expansion, the feature may evolve to include interactive elements such as polls, already available in Instagram’s version.