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Twitter is on a never-ending quest to make videos more attractive on the site.
The San Francisco-based social network said Tuesday that users will be able share longer videos on the platform as well as seeing longer-form videos on Vine, its short-looping video service.
Twitter is making it easier for its users to create longer videos and to track who's watching them.
TwitterPrevious video uploads were limited to about 30 seconds, but Twitter users can now create and share videos for up to 140 seconds, the company said. Some video creators will also be able to add a video to their Vine, Twitter adds, transforming their six-second video "into a trailer for a bigger story."
The updates come as Twitter is facing increasing live-streaming competition from the likes of Snapchat, which reportedly has 10 million more daily users. Even Facebook, with its increasingly popular "Live" has become a big hit with celebrities, as well as drawing its share of unwanted attention for capturing real-time violent incidents across the United States.
Earlier this year, Twitter began integrating broadcasts from its streaming service Periscope directly onto Twitter users' timelines. On Monday, Twitter aounced it's purchasing Magic Pony, a London-based startup specializing in sharpening low-res and blurred videos in real time.
Also, Twitter aounced a new app, Engage, that will provide users an easier way to monitor engagement and provide down-to-the-second analytics on how their Tweets are doing.
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