Twitter is upping its video game with a few announcements this week, including the news that all users can now post videos up to 140 seconds in length, up from 30 seconds.

The company says video Tweets on Twitter have increased by over 50% since the beginning of 2016, showing how central sharing such media has become to users’ daily lives. To encourage folks to do that sharing with Twitter, the company is allowing longer videos on Twitter.com, iOS, and Android, with a rollout planned for Twitter for Mac and Twitter for Windows as well.

Longer videos may be appearing on Vine, which Twitter owns, soon too: 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,” the company says.

In another change, those videos can now be watched in a new “viewing mode” on iOS and Android that seems designed to keep users from leaving Twitter to find more videos.

“Here’s how it will work: 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,” the company explains.

There’s also a major change coming for some of Twitter’s “popular video creators,” whoever they may be, in the form of a standalone mobile video app called Twitter Engage. According to the company, the app “provides real-time data and insights, allowing you to quickly understand, engage, and grow your audiences.”

“Video is becoming increasingly central to the real-time conversations happening on Twitter,” said Twitter CEO and co-founder Jack Dorsey, in a statement. ”We’re investing heavily in videos and creators. We want to be the best place for creators and influencers to build an audience and make it easier for creators to make money on Twitter, and soon, Vine.”

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