The wave of short, vertical video content has officially reached an unexpected player: TED, the iconic platform renowned for its thought-provoking talks by luminaries like Bill Gates, Elon Musk, and even the late Pope Francis.
On May 22, 2025, TED announced the launch of TED Shorts, a new feature within its app that delivers bite-sized snippets of TED Talks and original content in a swipeable, TikTok-style feed. But as TED tries to reinvent itself for a distracted, fast-scrolling audience, the question looms — can this pivot truly revive its struggling app, or is it just a desperate grab for relevance in an oversaturated digital landscape?
TED Shorts: A New Era of Engagement?
TED Shorts, now available on iOS and Android, sits prominently in the middle of the app’s navigation bar. Tap the button, and you’re greeted with a vertical feed of short clips — think highlights from iconic TED Talks or fresh, original content designed for quick consumption. Users can like, comment, and share, fostering a more interactive experience.
The feature is powered by Genuin, a no-code platform specializing in generative video experiences, and relies on AI to curate personalized feeds based on individual interests, trending topics, and community engagement signals. According to TED’s head of product, Trisha Maia, TED Shorts aims to be an “antidote to algorithm fatigue and doom-scrolling low-quality content,” offering a more thoughtful way to connect with ideas.
The partnership with Genuin also signals a broader trend: organizations like TED are increasingly seeking to reclaim control over their digital ecosystems.
Genuin’s infrastructure allows TED to embed AI-driven, scrollable video experiences directly into its app, reducing reliance on external platforms like TikTok or YouTube.
This move not only boosts engagement but also sets the stage for deeper community building — TED plans to evolve the feature over time, potentially adding interactive discussions and cross-platform engagement.
TED’s App Struggles: A Stark Reality Check
Behind the shiny new feature lies a grim reality for TED’s native app. In 2024, the app saw just 1 million downloads, a 17% drop from the previous year—a clear sign that TED’s mobile presence is losing steam.
Meanwhile, TED’s content thrives on other platforms: its official YouTube channel boasts 26.1 million subscribers, TikTok has 2.8 million followers, and Instagram commands 8.1 million.
These numbers reveal a harsh truth — users are perfectly happy consuming TED’s content elsewhere, often in the very short-form formats TED Shorts is now trying to emulate.
The app, which hadn’t seen a major update in its 15-year history until now, has largely served as a repository for TED Talks, podcasts, and educational animations, but it’s struggled to keep users engaged on its own turf.
A Noble Goal — or a Misstep?
Trisha Maia positions TED Shorts as a way to combat the mindless scrolling that dominates platforms like TikTok, especially with the latter facing a potential U.S. ban by mid-June 2025 (though President Trump has signaled another deadline extension).
But there’s an irony here: by adopting a TikTok-like format, isn’t TED just contributing to the very “fragmented attention” it claims to oppose?
The platform’s core strength has always been its long-form, deeply intellectual content — talks that demand focus and reward patience. Condensing these ideas into bite-sized clips risks diluting their impact, turning profound insights into fleeting dopamine hits.
Moreover, TED’s pivot raises questions about authenticity. The organization built its reputation on curated, high-quality ideas, but the rush to compete with viral video platforms could erode that legacy.
Posts on X reflect a mixed sentiment: some users see TED Shorts as a savvy move to boost app engagement, while others question whether TED is straying too far from its roots. One thing is clear—TED is betting big on AI to rekindle interest in its app, hoping personalized feeds will draw users back and keep them there.
Also read:
- Quasa Rewards Technology: Crafted for Creators & Brands
- Publicis Doubles Down on Influencer Marketing with Captiv8 Acquisition, Building a Global Powerhouse
- Dyson Unveils the World’s Thinnest Vacuum Cleaner: A Game-Changer for Compact Cleaning
Touch Grass Instead?
TED Shorts might appeal to a younger, mobile-first audience, but it also feels like a reactive move in a crowded market. With platforms like Netflix also experimenting with short-form feeds, the competition for attention is fiercer than ever. TED’s challenge isn’t just technological — it’s philosophical. Can a platform built on “ideas worth spreading” thrive in an era of shrinking attention spans? Or does this pivot signal a deeper identity crisis for a nonprofit that once stood apart from the noise?
Perhaps the real antidote to algorithm fatigue isn’t another swipeable feed, no matter how “thoughtful” it claims to be. Maybe it’s time to step away from the screen altogether—go outside, touch some grass, and let those big ideas simmer the old-fashioned way. TED Shorts is live now, but whether it’s a stroke of genius or a fleeting trend remains to be seen. What do you think—will TED’s TikTok-ification save its app, or is it just another scroll in the wrong direction?
