Twitter makes Vine (and video) relevant again with 140-second videos

With Instagram’s latest video improvements — allowing users to record bursts of 60-second videos — it’s Twitter’s turn to play its hand. This week, the social network announced that its users will be able to record videos of up to 140-seconds (for obvious reasons). This improvement is also heading to Vine.

“Where previously, uploaded videos were limited to 30 seconds, now anyone can create video Tweets up to – you guessed it – 140 seconds long,” it explains on its blog.

Select publishers can soon look forward to 10-minute long videos as well.

Twitter believes that the new ability turns both Vine and Twitter into viable platforms for creators and advertisers alike.

“Starting with a small group, creators will be able to add a video (up to 140 seconds) to their Vine, turning the six second Vine into a trailer for a bigger story.”

Explore more videos and Vines that are lighting up Twitter. Our new viewing mode will let you watch more with a tap. pic.twitter.com/XyBaes37T7

— Twitter Video (@video) June 21, 2016

The company’s also experimenting with a new video viewing mode, that can be accessed “tapping on a video Tweet or Vine on your timeline will take you to a new, full-screen viewing experience, where more great video and Vine Tweets will be suggested below.”

“Video is becoming increasingly central to the real-time conversations happening on Twitter – video Tweets on Twitter have increased by over 50% since the beginning of 2016,” the company concludes.

The service is currently available on its app and website, while the functionality will come to vine “soon.”