Starting today Twitter users can post videos up to 140 seconds, matching the tweet character limit. Previously, videos were limited to just 30 seconds on Twitter and 6 seconds on Twitters Vine product. Vine will also begin to slowly rolling out 140 second videos as an experiment to see how users react.

Twitter noted that certain premium publishers will still be able to post videos up to 10 minutes long. The upgrade is currently available for both i0S and Android devices and will later be launched on Mac and Windows desktops.

Video is becoming core to the social media experience, with Facebook even recently saying that within five years it expects its news feed to be all video. Video tweets on Twitter have incredibly increased by over 50% since the start of 2016!

Now, everyone can post videos up to 140 seconds long! We can’t wait to see the amazing videos you create and share.https://t.co/DFsuvnXkuL

— Twitter Video (@video) June 21, 2016

Twitter and Vine are also improving the video experience with a tap of a video Tweet or Vine opening up a full-screen and offering suggestion of more video and Vine Tweets. This feature will be rolling out soon on Twitter for iOS and for Android.

Twitter is also announcing its Twitter Engage app for its more popular video creators. Using the Twitter Engage app lets its most influential video producers connect directly with their fans and offers improved real-time analytics and insights.

Better monetization opportunities were also announced on the Vine blog.

As we experiment with longer video, we are also exploring monetization opportunities for creators. We recognize how important this is for creators, and we want to fuel their creativity. As an example of this, we’re also announcing that with Twitter’s Amplify Open program, we have a path to empowering creators with future monetization options. Of course, we also work closely with Niche, which any creator can sign up for, and we’d love to hear your ideas too! Today’s update comes straight from the heart of our community. This is your feedback in action, and we will continue to build on this. We can’t wait to see what you make and hear what you think.