ICYMI: TikTok just launched a Broadcast Channel dupe
Plus, what’s the lifecycle of a TikTok post?!
We’re on the cusp of a long weekend so I won’t be sending a newsletter next week on July 4th — but keep an eye out for a couple of bonus newsletters. There’s an interview with Microsoft Copilot unpacking their Alix Earle partnership; Plus, ICYMI members will get tips for creators and marketers on how to turn your social content into Emmy-worthy IP from Michelle Khare!
Also, has anyone on the team pitched an Amaya Papaya partnership strategy yet? I can’t wait to see who locks in Love Island’s fan favorite.
⏰ 1-SECOND SUMMARY
TikTok launched a Broadcast Channel dupe called Bulletin Boards
TikTok is actively looking to support "News" creators in North America
Report: What is the lifecycle of a TikTok post*
Instagram and TikTok are reportedly developing apps designed for TV screens
The Instagram Edits app’s latest update includes keyframes
Teens under 16 will no longer be able to live stream on YouTube
Summer travel data: wide leg linen is the pant of the summer
💻 ROADMAP
📲TikTok Updates
TikTok quietly launched a new community space called Bulletin Boards — and it looks a lot like an Instagram Broadcast Channel dupe. The feature was first spotted by Christina Garnett on People Magazine’s profile page, where a chat bubble emoji leads to a board where the brand is sharing news updates.
The TikTok accounts with access to Bulletin Boards include a mix of celebrity, sports and publisher accounts, like the Jonas Brothers, Inter Miami CF, Paris Saint-Germain, and All Recipes.
At this stage, community engagement appears to be limited to leaving emoji reactions. Interestingly, the available emojis seem to be curated to avoid anything potentially controversial or political — no eggplants, peaches, or global flags in sight.
🤔 Test it or miss it: I’m not a huge fan of message boards. It’s giving 2010s one-to-many messaging, which feels like a step back from the back-and-forth conversations brands, creators and communities are now used to on these platforms.
That said, this could be just V1, and it’s possible TikTok will add more moderation tools and interactive features down the line.
It may also be a welcome feature for public personalities who want to release updates to their fandoms without any debate or dissent in the comments.
If you’ve got the bandwidth to do proactive engagement in the comments and run a Bulletin Board, there’s no harm in trying it. But if you’re still working to build community or keep up with TikTok content demands in general, I’d skip it for now.
⏲️ THE LIFECYCLE OF A TIKTOK POST
You know that TikTok you obsessed over? The one you filmed 12 times, captioned perfectly, and posted at “peak time”? Yeah... it’s basically done in five days.
Let’s break it down.
Measure Studio analyzed hundreds of thousands of posts and found this:
📈 72% of TikTok video views happen on day one (does this surprise anyone?!)
📊 89% roll in by day five
🗓️ By day 35, you’ve hit 95% of your total views
Compare that to Instagram Reels, which stick around longer, and TikTok Carousels, which fizzle out faster (they max out around day 20).
So what should you do with that info?
The full Measure Studio report is packed with platform-specific tips but here’s the one that hit home:
If it worked, run it back! Don’t let great content die quietly. Repost the video once the lifecycle resets.
*sponsored
TikTok is hiring a Creator Manager, News position responsible for managing and growing "News" creators for North America on TikTok. According to the Pew Research Center, about half of TikTok users (52%) – the equivalent to 17% of all U.S. adults – say they regularly get news on the platform.
TikTok launched #TikTokSummerCamp with 4 hands-on, family-friendly activities inspired by the community and guided by creators serving as "camp counselors."
TikTok launched a new campaign meant to celebrate LIVE creators: TikTok Community Fest 2025. Live creators and their fans can get rewarded for engagement during the fest through July 5.
TikTok introduced Countdown Bidding, a new auction-style feature where TikTok Shoppers can bid on items directly in a seller's live stream.
ByteDance is getting out of the book business, shutting down its 8th Note Press, a literary arm of the business initially launched in 2023.
TikTok and Instagram are developing versions of their apps designed for TV screens, according to The Information. The move follows YouTube’s emergence as the most watched streamer — the Google-owned video platform represented 12.5% of all television viewing in May. The “living room is definitely a new frontier for us that we’re taking very seriously,” David Kaufman, TikTok’s global head of product operations and solutions, was reported saying at the Cannes Lions advertising conference last week.
📲 Meta Updates
Instagram announced you can now customize Notes, choosing a color and emoji that fits your mood.
Instagram released more Edits app updates this week, including:
📍 Keyframes: Pinpoint exact moments on your timeline with keyframes
💡 Upgraded Ideas tab: Save audio within Ideas, leave sticky notes on audio + full-screen editor for sticky notes
🎙️ Voice enhancement: Remove unwanted background noise
📝 More text effects: Over 30 text effects
📲 YouTube Updates
YouTube announced teens under 16 will no longer be able to live stream after July 22. Note: “live streams featuring 13-15 year olds who are not visibly accompanied by an adult may have their live chat disabled and the account may temporarily lose access to live chat or other features.”
YouTube confirmed Google is using its library of videos to train its AI models — and creators aren’t able to opt out.
📲 X Updates
Elon Musk decreed that hashtags will be banned from ads on X.
📲 LinkedIn Updates
LinkedIn announced new features and analytics to improve newsletter performance on the platform, including Cover Videos that appear in the Feed to promote the newsletter, Native Videos that can be added directly into your newsletters or articles, and “Email sends” and “Email open rate” analytics.
📲 Twitch Updates
Twitch announced it was adding the ability to reply to messages and chat threads on mobile, just like on desktop.
Twitch rolled out Shared Viewership Analytics that lets creators see stats from shared streams with other creators.
📲 Logitech Updates
Logitech G’s Streamlabs launched a new sponsorship platform to connect brands and streamers. Streamlabs Sponsorships will give creators 100% of brand payouts.
⛱️ SUMMER SEARCH TRENDS
America, you’re traveling, you’re doing it efficiently, and you’re doing it in style. The Google Trends team created a special Travel Trends hub for summer. And because I’m obsessed with consumer data, here are some highlights from your searches:
Top Trending Itinerary: Puerto Rico
Top Trending Lodging: Cabins
Top Trending Travel Pant: Wide leg linen
Top "Destination Dupe": Jamaica
👀 ICYMI: JUST THE HEADLINES
Following TikTok’s third postponement, media buyers don’t believe TikTok is going to be banned -Digiday
LTK, a favorite app of content creators, will now provide access to all the outfits on Bachelor Nation -Mashable (I’m in this!)
How BeReal plans to recapture its 2022 viral moment -Business Insider
“I don’t care if you’re a bank, health care, anything — everyone is working with influencers” -The New York Times
Olipop teamed with Amazon Ads to drop 5,000 exclusive VIP boxes on the e-commerce platform for 5 cents each meant to replicate influencer unboxing experiences -Marketing Dive
The end of performative Pride — and what brands should do next -Ad Age
Meta and Amazon can afford to ditch their values. Here's why you can't -Kira Klass
How the Zohran Mamdani NYC campaign is changing influencer culture -Rolling Stone
MrBeast backtracked on a AI-driven YouTube thumbnail generator tool after a backlash from other creators -BBC
More than 50 of the biggest streamers and creators attended Streamer Prom, scoring 4.49M hours of live watch time across Twitch -TubeFilter
95% of creators are engaging fans through direct-to-fan monetization models -Epidemic Sound’s Future of the Creator Economy Report 2025
TikTok OTT app has been out there for years