Twitter on Tuesday announced a swath of changes as it relates to its video offering as it realizes that video is becoming increasingly central to both the real-time conversations happening on its platform and the industry in general.

There’s a lot to digest here so we’ll do our best to break it down in a concise manner.

Until now, uploaded videos have been limited to just 30 seconds in length but starting today, that’s being changed to 140 seconds (no coincidence on that choice as it happens to be the same character limit of text-based messages). Select publishers, however, will still be able to post videos up to 10 minutes long.

Vines are also getting an update. While their length will still be limited to just six seconds, some content creators will soon be able to add an additional 140-second video to their Vine (think of the six-second Vine as a preview for the 140-second clip).

Furthermore, tapping on a video Tweet or Vine in your timeline will now launch a full-screen viewing experience where additional, related videos will also be suggested.

Last but not least, Twitter is introducing a brand new feature called Twitter Engage designed specifically for its most influential (popular) video creators. This is essentially an analytics app that’ll better help these users understand, engage and grow their audiences using real-time data and insights. More information on this program can be found on the Engage landing page.