Twitter today announced that video lengths on the social networking site will be expanded from 30 seconds to 140 seconds long, with select publishers still granted exemption from the limit with the ability to post up to 10 minute long videos. The company called video "increasingly central to the real-time conversations happening on Twitter," and noted that video-related Tweets had increased over 50 percent since 2016 began.
The company is also launching a separate, all-new app focused on analytics. Called "Twitter Engage," users will be able to better understand and decipher the performance of their tweets with "real-time data and insights." The app, which is specifically targeted at "influential creators" but available to anyone who's interested, lets users track tweet activity, get notifications from the most important followers, and provide a breakdown of the highest and lowest performing tweets posted to an account.
Similar lengthy video updates are also coming to the Twitter-owned Vine app, where a select handful of creators will be able to stretch the 6-second platform to a full 140-second video that the company equates to "a trailer for a bigger story." The video-related updates appear to be inspired around the YouTube-centric VidCon, happening June 23-25 in Anaheim, California. The company encourages those interested to follow Twitter Video for up-to-the-minute news -- and Tweets using the longer format -- coming out of the conference.