TED App Introduces Short-Form Video Feature: TED Shorts
TED, known for its insightful TED Talks, has launched a new short-form video feature within its mobile app. Called TED Shorts, the feature offers quick snippets of TED Talks and other original content.
This launch coincides with the ongoing discussion surrounding a potential TikTok ban in the U.S. and the increasing popularity of short-form video content.
TED Shorts: A Bite-Sized TED Experience
Available on both iOS and Android, TED Shorts presents users with a vertically swipeable feed. The feed is powered by Genuin, a no-code platform for generative video experiences. AI personalizes the content based on user interests, trending topics, and other signals.
Users can interact with videos by liking, commenting, and sharing them with friends. This fosters a sense of community within the app, a feature previously lacking.
TED's Strategy and Growth
TED Shorts is a significant update for the TED app, which hasn't seen major changes in 15 years. Head of Product Tricia Maia stated the app had been deprioritized, impacting its growth. The new feature aims to revitalize the platform and attract new users, especially with the potential for users seeking alternatives to TikTok.
TED has a strong presence on platforms like YouTube, TikTok, and Instagram, demonstrating existing demand for short-form content.
Focusing on Quality Content and Community
“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.”
TED plans to further develop TED Shorts and expand community features to other platforms, including its website. This vision includes building topic-driven digital communities where users can actively engage with content and each other on a global scale.
