As the possibility of TikTok being banned in the U.S. looms, interest in short-form video content is surging. In response, TED, renowned for its thought-provoking talks featuring influential figures like Bill Gates and Elon Musk, has introduced a new feature called “TED Shorts.” Launched in early May, this feature provides users with a vertical feed of quick snippets from TED Talks and original content, accessible via the TED app on both iOS and Android devices.
By tapping on the TED Shorts icon in the app’s navigation bar, users can swipe through videos that they can like, comment on, and share—all contributing to a more interactive user experience. TED has partnered with Genuin, a no-code platform that enhances video experiences, to personalise the TED Shorts feed using AI. This will tailor content suggestions based on viewer interests, trending topics, and other signals, making it easier for users to discover relevant material.
Historically, the TED app, which has been around since 2010, has functioned primarily as a repository for full-length TED Talks, educational animations, and a variety of podcasts. This new update marks a significant shift in its strategy, introducing bite-sized video content that allows users to sample ideas from their favourite speakers before committing to longer videos. Furthermore, for the first time, users can interact within the app, fostering a sense of community previously missing from the platform.
The demand for short video content is evident, with TED already boasting substantial followings across various social media platforms, including 26.1 million on YouTube and 2.8 million on TikTok. However, with the introduction of TED Shorts, the app aims to revive user engagement, as recent metrics indicated a decline in downloads—1 million in 2024, down 17% from 2023. Overall, the app has surpassed 30 million downloads globally.
The launch of TED Shorts is timely, especially as other companies, including Netflix, begin experimenting with similar short-form content. Meanwhile, TikTok’s potential ban could lead U.S. users to seek alternatives, and TED aims to position itself as a supplier of high-quality content in contrast to its competitors.
According to Tricia Maia, TED’s head of product, TED Shorts is positioned as a remedy to the challenges posed by algorithm-driven fatigue and the overwhelming nature of low-quality content. The company is committed to further developing this community-oriented feature and plans to introduce additional ways for users to engage meaningfully with one another, possibly extending these functionalities across different TED platforms. As Maia said, TED aims to create a participatory experience where audiences can engage in personalised digital communities that revolve around specific topics globally.
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