I’m seriously concerned camera companies are keener to satisfy influencers than actual photographers

As I write this, the only wholly new camera release in 2026 has been the Fujifilm Instax Mini Evo Cinema. Though it can capture and output stills to removable microSD media, it’s primarily a ‘video first’ camera, recording social media-friendly 15-second clips that ape the look of filmmaking styles going all the way back to the 1930s.

It’s currently sold out most places, which seems to be a sign of the times (and not just symptomatic of Fuji’s continued inability to predict how popular its products are).

Increasingly, our traditional camera manufacturers are favoring video over stills.

And it’s easy to see why, when image-sharing platforms like Instagram are themselves transparent about choosing to prioritise video over photography. Adding further grist to the mill, there’s the recent revelation that more people in the UK now watch and upload to content creator mecca YouTube than watch the BBC.

Don’t get me wrong. I love the democratization that YouTube has delivered and the fact that anyone can now potentially be a ‘broadcaster’. It’s also a place, like the wider internet, where seemingly every niche interest is catered to.

But on a platform curated by algorithms, there’s also a lot of folks babbling on nonsensically, with massive self-regard and a lack of self-awareness.

It’s these ‘twits with camera kits’ I worry the manufacturers are keenest to pander to. Again, there are a lot of them, so it makes sound business sense. But will these translate into loyal and engaged customers who will stick with the relevant brand long into the future? Perhaps if only a fraction of them do, that will be enough.

Plus, one could argue that we have already reached peak performance when it comes to digital stills cameras and, in terms of technology, not just the audience, there is little more to presently achieve – at least for the time being.

So why not, as a photo manufacturer, pivot and throw most, or all, of your R&D might behind video capture instead?

If asked, the traditional camera companies will tell us that photographers remain a priority.

Increasingly, though, I don’t believe they’re any longer the priority.