In an effort to improve media-oriented features on Twitter, the service now allows users to upload videos which are up to 140 seconds in length. This is a marked increase from the previous upper limit, which was 30 seconds. The same changes will be rolled out to Vine over the next few days, which the company touts as "turning the six second Vine into a trailer for a bigger story".
Twitter claims that video-tweets have increased by over 50% since the start of 2016, and the service aims to capitalize on this growth by making it easier for content creators to send their message across to their followers. Select publishers who utilize the professional tools available at Twitter will still be able to upload videos which are up to 10 minutes long. The feature is now live on Twitter for iOS and Android, with Mac and Windows soon to follow.
Additionally, the company also introduced a companion app named "Twitter Engage", which will provide real-time data so users can understand and engage with their audience in a better way; it also facilitates users by providing useful demographics about their audience as well as stats for tweets.
The company states that:
"As creators, influencers, and public figures, you have a special connection with your followers on Twitter. Through Tweets, you can share content and have conversations with fans and other influencers in real time — and now we’ve made it easier to manage those daily interactions and measure success."
The Twitter Engage app is live for iOS users in the U.S., with the company saying that it plans to update it with integration with partner brands as well. However, there is no word yet on a more widespread availability or support for other platforms.