Twitter is to extend the length of videos that can be posted to the site from 30 to 140 seconds.
The social networking platform has also announced plans to test longer video formats for its companion app Vine, which currently limits video to six seconds.
A new app called Twitter Engage has also been revealed, aimed at public figures and online personalities with large Twitter followings who can use the app to better manage their content and interact with fans.
Twitter co-founder and chief executive Jack Dorsey said: "Video is becoming increasingly central to the real-time conversations happening on Twitter.
"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."
The Engage app will enable those who download it to see real-time data based on the number of people who see and engage with their tweets.
As part of the extension of video length on the site, Twitter also revealed that some accounts - mainly professional publishers - will be able to post videos up to 10 minutes in length. The 140-second video limit is also the amount being tested on Vine by a "select group" of users, though Twitter said these would be visible to the public during the testing period.
A new viewing mode for videos has also been introduced, which shows a list of related videos recommended to a user when they tap on one they want to watch.
Twitter is working on ways to improve its standing in the social media world as it continues to battle criticism that it is too complicated and difficult to understand - suggestions Mr Dorsey has acknowledged in the past.
The platform currently has around 310 million monthly users, while rival Facebook has 1.6 billion.