TikTok is testing new features that allow brands and creators to engage in direct messaging through bulletin boards. This initiative aims to enhance communication and collaboration on the platform, potentially improving brand visibility and creator partnerships.

The article discusses TikTok's significant push to increase its gross merchandise value (GMV) through enhanced shop advertisements and strategies aimed at attracting big brands. However, it also highlights the challenges faced due to pushback from these brands regarding the platform's advertising practices and effectiveness. The ongoing shift in social media commerce dynamics is underscored as brands reevaluate their approaches to advertising on TikTok.