London-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.