Ted's App Launches Short-Form Video Feature | TikTok Ban Prep

TED Launches “TED Shorts” Amidst TikTok Uncertainty

As the potential for a TikTok ban in the United States remains a possibility, the demand for concise video content is demonstrably increasing. Now, TED, the organization renowned for its influential TED Talks featuring figures such as Bill Gates, Elon Musk, and the late Pope Francis, has entered this competitive landscape.

Introducing the New Feature

The company unveiled its new short-form video offering, appropriately titled “TED Shorts,” with a gradual rollout to users beginning in early May.

Accessible on both iOS and Android platforms, TED Shorts is positioned centrally within the app’s navigation bar. Selecting this button directs users to a vertically scrolling feed of brief TED Talk excerpts and original content.

Powered by AI and Genuin

TED collaborated with Genuin, a platform specializing in no-code generative video experiences, to develop this TikTok-inspired feature. Genuin explained to TechCrunch that the new feed will utilize artificial intelligence to personalize content.

This personalization will be based on individual user interests, currently trending topics, and other relevant data points, ensuring each viewer receives a curated selection of the most engaging videos.

A Significant App Update

TED Shorts represents a noteworthy addition to the TED app, which hadn’t undergone a substantial update in its 15-year history. Since its 2010 debut, the app has primarily functioned as a mobile portal for accessing TED Talks, educational animations, and a library of 26 podcasts.

These podcasts cover a diverse range of subjects, including business strategies, climate change initiatives, and public health concerns.

Fostering Community Engagement

The new feature allows users to preview highlights from their preferred speakers before investing time in full-length presentations. Importantly, it also marks the first instance of direct user interaction within the TED app, cultivating a community aspect that was previously absent.

Expanding TED’s Reach

TED already maintains a strong presence on other social media platforms, including YouTube (26.1 million followers), TikTok (2.8 million followers), and Instagram (8.1 million followers), demonstrating existing demand for its video content.

Addressing App Growth Challenges

The launch of TED Shorts is strategically timed as the app aims to revitalize its growth trajectory. Head of Product Tricia Maia revealed to TechCrunch that the app had been given lower priority “for several years,” negatively impacting monthly active users and overall growth.

Data from Appfigures indicates a 17% decrease in app downloads, from 1.2 million in 2023 to 1 million in 2024. However, the company has achieved over 100 million app downloads worldwide to date.

Joining the Short-Form Video Trend

TED is now among a growing number of companies embracing short-form video content in the competition for user attention. Netflix recently announced its experimentation with a similar short video feed within its mobile application.

Potential TikTok Ban as a Catalyst

Meanwhile, TikTok continues to face a potential ban in the U.S., with a possible deadline in mid-June, although President Trump has indicated a willingness to extend negotiations. Should TikTok become inaccessible to American users, they may seek alternative platforms.

TED anticipates that these users will be drawn to its offering of what it considers to be higher-quality content.

A Focus on Thoughtful Content

“In an era of fragmented attention, people are actively seeking more thoughtful, less overwhelming ways to connect with new ideas, and with each other,” Maia stated. “[TED Shorts] is our antidote to algorithm fatigue and doom-scrolling low-quality content.”

Future Development and Community Building

The company intends to continually refine TED Shorts based on user feedback and explore new avenues for enhancing community engagement.

Maia further explained, “We’ll explore ways to add new community features, and expand community-driven features to other TED platforms, like our website… This could expand beyond video and mobile to a cross-platform community engagement experience where our audience won’t just watch videos, but can participate in truly personalized, topic-driven digital communities on a global scale.”

Correction: This article was updated to reflect the correct total app install count, changing it from 30 million to 100 million.