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AJ's LI
Post #1
TikTok quietly dropped Bulletin Boards. I don’t think brands realize how big this is.
Platforms are racing to retain followers by adding community layers.
I see this as a clear shift from algorithm-only reach to owned reach.
📌 TikTok Bulletin Boards = A feed you control, sent straight to opted-in followers
📌 Up to 20 posts per day - text, image, or video
📌 Followers can react, not reply (yet)
For creators, that means less stress about going viral 24/7.
For brands, it’s a way to turn social followers into a high-intent list that behaves more like SMS than social.
If you’re building launch velocity through social media via drops, livestreams, bundles, collabs, or literally any other way, this is your new real-time distribution channel.
But how you use it matters.
Here's a framework to jumpstart your own Bulletin Board:
1. TURN FOLLOWERS INTO YOUR FASTEST MOVING SEGMENT
→ Tease product drops before they hit the feed
→ Announce restocks, bundles, or flash sales
→ Post limited codes like “first 50 only” to spike urgency
→ Warm up for your TikTok Shop drops hours ahead of time
2. SHARE ‘IN-BETWEEN CONTENT’ YOU WOULDN’T POST ON YOUR MAIN FEED
→ Moodboards that inspired a new product
→ Polls to decide between two packaging directions or new post creatives
→ Post-fail debriefs on things you tested but didn’t ship
→ Screenshots, snippets, or voice notes from behind the scenes
3. PAIR IT WITH TIKTOK SHOP
→ Use Boards to push last-call reminders and bundle alerts
→ Promote creator collabs with “join now, get first look” content
→ Test creative before you boost—poll followers inside the Board
→ Drive DM-based actions (“reply for a link,” “watch live at 7 PM”)
I’m betting that building communities on social will become the new playbook in 2025.
I saw this shift firsthand when creators and brands started using Instagram’s Broadcast Channels to monetize their audience.
It allowed them to get more value out of their content with offers, access, and loyalty.
Bulletin Boards on TikTok are headed the same way.
At Scrollmark, we’ve been building for this shift from the start. Our tools help brands engage with their active followers, converting them into fans and customers.
Happy to share what we’ve seen work for Scrollmark customers.
Based on:
Social platforms are racing to retain followers by adding community layers
It marks a shift from algorithm-only reach to owned reach
Platform-native community features are becoming essential tools for brands
How brands should think about Bulletin boads, Broadcast channels, Community tabs:
1. Treat it like a content channel that’s just for your inner circle
Your Bulletin Board followers are opted-in. Use this to:
2. Match your tone to the platform
Instagram = high-frequency, DTC-style updates
Promo reminders, limited-time codes, launch countdowns, product picks of the day
TikTok = casual drops, teasers, BTS, and cadence testing
Less promo, more pulse check, and community feel
3. Don’t really broadcast, build habit
What you say matters less than how often and consistently you show up. Bulletin Boards (and Channels) reward rhythm. Treat it like a group text instead of a press release.
4. Use platform-native community to reduce CAC
These tools let you create demand INSIDE the platforms, not just drive traffic away. They work best when paired with:
Post #2
The guy behind Kid With Crocs just changed how I think about brand accounts.
Anthony Potero, better known as Anthpo, is the creator behind some of the most effective viral stunts I’ve seen.
He did the Kid With Crocs campaign, the Clinton Hall eating contest parody, and the viral lookalike competitions.
Brands hire him just to go viral.
In a recent interview, he revealed one of his go-to strategies is:
Launch a fresh account for every idea.
At first, it felt excessive. But the more I thought about it, the more it tracked with what I’ve seen running influencer campaigns and branded content plays.
Some projects do work better when they have their own home.
Here’s when I think that approach actually makes sense:
⏩ When the idea has its own tone and format.
You need room for it to breathe. RoomiesRoomiesRoomies by Bilt is a good example of this. It doesn’t feel like Bilt, and that’s intentional. The voice, format, and rhythm are completely different.
⏩ When early discovery matters.
People treat new accounts differently. There’s more curiosity and more community behavior. I’ve seen followers tag each other not just to share a post, but to be part of a running joke.
⏩ When engagement is part of the concept.
On the best stunts, comments become part of the story. People create lore, tag friends, and return to see how it evolves. A clean, focused account helps that take off faster.
⏩ When the main brand feed gets in the way.
If your main account is polished or structured, it can make creative ideas feel out of place. Starting fresh gives you a separate sandbox to test tone, pacing, or format.
That said, I wouldn’t overuse it.
I’ve tested this a few times, and if the idea doesn’t have a clear voice or arc, the new account usually falls flat.
But I’ve started noticing more of these pop-up accounts in ‘24 and ‘25.
If you’ve seen any good ones out in the wild, drop them here. Curious to see how others are playing with the format.
Based on:
Hooks: Anthpo, the viral stunt strategist never posts to his main account OR The guy behind Kid With Crocs just changed how I think about brand accounts.
Post #3
CMOs, here’s your $200B blind spot.
#4 - Ambassador programs
Setup
When I got a chance to be a student ambassador, I didn’t know what I was stepping into. The brand sent me a few t-shirts, gave me a loose set of guidelines, and told me to make it work on my campus. So I did.
It was just a group chat, some ideas, and a lot of figuring things out in real time.
Later, when I moved into the brand side and ran creator and campus campaigns at Powerspike, I saw that not much had changed. The students still carried the energy. The brands still didn’t have a plan. A lot of great ideas came and went without systems to support them.
Segue
Most college ambassador programs feel copy-paste and cringey. Gen Z wants to co-create, not push brand posts. The best programs in 2025 feel like a campus creative agency, not a street team.
What’s working now (Educational part)
Let students pitch ideas tailored to their campus vibe. Make them feel like internal team members. Don’t hand them a Canva template, give them a seat at the table. Give them a say in metrics.
Offer career perks like mentorship, resume feedback, job pipelines, so only real fans apply.
Match roles to personality types: extroverts = events, meme kings = content, editors = reels.
Support, but don’t script. Give guardrails. Let them create content in their voice, your brand benefits more from trust than polish.
Encourage stunts that feel spontaneous and earn social shares. Pick one north star metric: downloads, RSVPs, etc. Use QR codes, tracked links, and repeat exposure.
Use light event setups with good feels + food + music to increase hangtime.
Go deep on a few campuses before scaling wide. 5 strong beats 20 weak.
Ending
One of the reasons I started Scrollmark is that I strongly feel ambassador programs deserve infrastructure. When students care enough to build something, they should have real tools behind them.
That includes:
– A way to recognize and reward the ones who consistently show up
– A simple system for tracking engagement and attribution across posts, DMs, and referrals
– Automation that helps respond to comments, send follow-ups, and keep the energy going
Happy to share more if you’re building an ambassador program of your own, or trying to figure out how to start.
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