Twitter announced Monday it was easing its 140-character limit on tweets, implementing a policy announced in May to no longer factor certain add-ons including pictures into a message’s length.
The new policy exempts media attachments such as photos, videos, and polls from the character limit, as well as tweets that are quoted in a retweet.
The move comes as Twitter’s efforts to increase its user base and engagement have been sputtering, raising questions about its growth trend.
Amid reports that Twitter may be seeking ways to cut costs or even sell itself, the San Francisco-based service has been adding new features including live video.
Analysts have said Twitter needs to find new ways to boost its appeal beyond a core of celebrities, politicians and journalists, with its user base stagnant for the past year.