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The magic number for Twitter appears to be 140. The social network built its platform around 140 character tweets, and now it is taking a similar approach with its video service by limiting videos to 140 seconds, according to a recent announcement.

Twitter has allowed users to share videos on its network since last year, but the videos have been limited to 30-seconds maximum until now. The only exception was for a select number of advertisers who could post videos up to 10 minutes long. Now, users are getting a taste of that creative freedom with videos that go slightly beyond 2 minutes long.

The change will also be having an impact on the Twitter-owned Vine, which is known for looping 6-second-long micro-videos. Now, Vines can be used to preview or promote twitter videos which can be viewed by clicking the new “Watch more” button.

According to the company’s announcement, video tweets have gone up by over 50% since the start of this year and these new changes will allow more flexibility for users.

Along with this news, Twitter also announced that iOS and Android users are getting a new viewing mode which shows Vines or Twitter videos in a full-screen mode along with suggested videos.

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