Twitter, known for its 140-character limit on tweets, is now allowing users to post longer videos – of up to 140 seconds.
The microblogging site also said that some publishers would also be able to create videos that were as long as 10 minutes.
Twitter also launched ‘Twitter Engage’, a new mobile app that allows publishers to analyze interactions with followers.
Twitter previously restricted videos to 30 seconds.
The new 140-second limit also applies to Vine, Twitter’s video streaming service, which previously had a six-second limit.
“Video is becoming increasingly central to the real-time conversations happening on Twitter,” Jeremy Rishel, Twitter Inc’s vice president of engineering, wrote in a blog post.
The news comes a day after Twitter said it bought London-based Magic Pony Technology, a machine-learning startup that specializes in working with images, to deliver better video and picture content.
Twitter’s shares were marginally higher in early trading on Tuesday.
(Reporting by Narottam Medhora in Bengaluru; Editing by Saumyadeb Chakrabarty)