TED’s app launches a short-form video feature ahead of potential TikTok ban

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With TikTok still facing the possibility of a ban in the U.S., the popularity of short-form video content continues to grow. The latest company to enter this space is TED, the non-profit best known for its TED Talks featuring prominent figures like Bill Gates, Elon Musk, Jeff Bezos, and the late Pope Francis. 

On Wednesday, the company announced its new short-form video feature, aptly named “TED Shorts.” The feature has gradually rolled out to users since the beginning of May. 

Available on both iOS and Android devices, TED Shorts can be found in the middle of the navigation bar. By tapping the button, users are taken to a swipeable vertical feed featuring short snippets of TED Talks and other original content. Users can like videos, leave comments, and share with friends. 

TED teamed up with Genuin, a no-code platform for generative video experiences, to power the TikTok-like feature. As Genuin explained to TechCrunch, TED’s new feed will be personalized with AI, curating a selection of videos based on factors like personal interests, trending subjects, and other signals to surface the most relevant content for each viewer.

Image Credits:TED

TED Shorts is one of the more notable additions to the app, which hasn’t seen a significant update in its 15-year history. Since its launch in 2010, the app has primarily served as a destination for users to access TED Talks and other content via their mobile devices, such as educational animations and 26 podcasts spanning various topics like business, climate, and health.

The new feature offers a way for users to discover highlights of their favorite speakers before committing to a full-length video. This is also the first time users can engage with one another within the TED app, fostering a sense of community that may have been previously lacking. 

TED already has a substantial following on YouTube (26.1 million), TikTok (2.8 million), Instagram (8.1 million), and other social media channels, indicating a demand for short video content. 

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The launch of TED Shorts comes at a crucial time as the app seeks to boost its growth. Head of Product Tricia Maia tells TechCrunch that the app had been deprioritized “for several years,” which impacted its monthly active users and annual growth metrics. According to Appfigures, the app was downloaded 1 million times in 2024, a 17% decline compared to 1.2 million installs in 2023.

To date, the company boasts more than 30 million app downloads globally.

Image Credits:TED

TED joins a growing number of companies adopting short-form video content as platforms compete for users’ attention. Earlier this month, Netflix revealed that it’s experimenting with a short video feed for its mobile app. 

Meanwhile, TikTok faces a potential ban in mid-June, although President Trump plans to extend the deadline for a third time as deal negotiations continue. Should U.S. users lose access to TikTok, they might seek alternative platforms, and TED hopes they’ll turn to what it believes is higher-quality content compared to what’s found on other apps.

“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 said. “[TED Shorts] is our antidote to algorithm fatigue and doom-scrolling low-quality content.”

The company plans to continue evolving TED Shorts over time to meet user needs while also exploring new ways to enhance community building.

Maia added, “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.”