“Through Tweets, you can share content and have conversations with fans and other influencers in real time — and now we’ve made it easier to manage those daily interactions and measure success,” the firm said.

Twitter Engage reviews activity like videos, GIFs and images, allowing businesses to track post-by-post performance. It provides an easy way to see key stats such as retweets and video views, and users can filter via different time periods.

Businesses can also access audience demographics and a real-time feed of what users are tweeting about.

The app is only available on the App Store in the US.

Meanwhile, Twitter rolled out an update so that users can upload videos of up to 140 seconds long, compared to the previous 30 seconds, as it tries to increase its user base.

It also added a feature whereby users can tap on a video Tweet or Vine on their timeline and be taken to a full-screen view, with more videos suggested.

The update will roll out soon on iOS and Android.

Lat month, Twitter said it would relax its strict 140-character per tweet limit in a bid to refine and simplify its core product.

In other Twitter news, earlier in the week the firm acquired Magic Pony Technology, a London-based company that has developed machine learning techniques for visual processing.

Magic Pony’s technology will be used to “enhance our strength in live and video and opens up a whole lot of exciting creative possibilities for Twitter,” the firm said.

VNS