Cameras for social media

By Carlos Medina, Audiovisual Technology Expert and Advisor

The Internet has changed many aspects of our personal and professional lives. As far as audiovisual content is concerned, it has led to other lines of business for traditional media, it has led to the birth of new forms of audiovisual consumption through the other platforms (OTT – Over The Top) and, above all, it has generated new content and provided any citizen, restless person and entrepreneur, the possibility to participate in social media.

YouTube, Facebook, Instagram, Vimeo, Twitch, TikTok, Twitter X, WhatsApp, Pinterest, Discord, Telegram, BeReal, FaceCast, Snapchat, Spotify, LinkedIn are some of the social media/platforms that increasingly feature more content every day in audio, video and/or photographic format. According to the IAB Spain 2023 study, sponsored by Epsilon Technologies and Wuolah and prepared in collaboration with Elogia, the five social media most used by teenagers (12-17 years) are: WhatsApp (94%), Instagram (84%), TikTok (79%), YouTube (67%) and Spotify (57%).

The numbers keep growing year after year. It is estimated that by 2025 there will be approximately 5.4 billion users active on social media in the world, largely from Europe, America and Asia. This data allows us to envisage a scenario where there is a constant need to create and generate new content on social media.

YouTube was launched on February 14, 2005 by Steve Chen, Chad Hurley and Jawed Karim and is now the second most visited website in the world, second only to Google.

YouTube has not stopped gaining users since its launch and is currently the open video platform par excellence, thanks to the wide and diverse content it offers, the vast majority of which is freely accessible. In 2022, YouTube uploaded more than three hundred hours of video per minute and over five billion videos a day were watched on this platform (Source: https://vpnoz.com/).

But, how professional are these contents? How has the creative quality of content evolved? What audiovisual equipment is being used? These are some of the questions I have asked given the great impact that social media have for a large part of society.

It is clear that one of the defining characteristics of content on social media is diversity and chaos in terms of the type of content and even in terms of creative and technical quality. But, if we delve a little more in the landscape of existing channels and the most influential people who work for and through social media, the matter changes, reaching very high levels of professionalism.

This professionalization means that details are taken care of in terms of lighting, audio quality, visual composition, multi-camera productions, photo/video editing and retouching techniques and, of course, in other aspects of the production of that audiovisual content, such as locations, recording sets, depth and rigor in the contents, costumes and/or makeup, among others.

How many of the people who want to stay on social media have had to invest in quality technical equipment, have learned to make video edits incorporating effects, labels and different transitions, have had to modify their bedrooms or living rooms, buy new furniture or decorative elements to present more attractive backgrounds or even rent or move to completely professional spaces that are properly fitted in order to continue generating content?

This trend is not only seen in the influencer ecosystem and its variants (Nano influencers, Micro influencers, Macro influencers, Mega influencers, Celebrities, Niche influencers, Professional influencers, Brand Advocates, Everyday influencers, according to the source: https://blog.hubspot.es/marketing/marketing-influencers, but it has also pervaded many content generators who have a much lower percentage of subscribers or who are simply looking for a “like”.

All these topics are a subject of study and analysis in order to see the evolution and constant transformation that has existed since the origins of social media and platforms. In this case, we will focus on the current panorama of video recording cameras that are most used when making a video for content and/or vlogging (so live or streaming cameras are not considered here).

First of all, we must note that the use of smartphones prevails, given that it is an easy-to-use tool, well established among the population and with increasingly high levels of technical quality parameters and tools for content generation (apps, filters, effects, edition, streaming…). But, when we research the market for photo/video cameras and get to find out the tools of many of the most influential and prolific people in generation of content, we can see that there are brands and models from already established environments such as photography and video.

And, before moving on to a brief history of the most used models, an obvious conclusion is the coexistence of different technologies in the social media environment, sometimes due to the very philosophy of participation that these new forms of communication feature and, on other occasions, by the lack of criteria and standard in the distribution of audiovisual content.

The dominance of professional cameras is also observed when looking for quality and performance in the face of the constant expansion of smartphones. This issue was already familiar to us, long-standing audiovisual freaks, when the first mobile phones emerged that enabled capture and recording of photographs and videos, which for the most apocalyptic meant “the death of photographic and videographic cameras”. What memories: first smartphone with a camera from the Japanese company Kyocera with its VP-210 model, pioneers in 1999.

Therefore, in this article we are leaving out smartphones, webcams and the different PTZ ranges in order to focus on what is happening among social media and PRO and broadcast photo/video cameras.

Currently, behind the contents on social media -which result in videos and/or vlogs of a high level, both in content and creativity through rigorous technical and artistic parameters- are the following brands and models of cameras/videos with different features and prices to cover any need:

CANON

This manufacturer has been since the inception of smartphones firmly committed to keep its cameras/video at the forefront of technology at very competitive prices. As they have also been involved in social media from the outset:

CANON 5D Mark III (2012), a versatile full-format DSLR capable of capturing 22-megapixel images at 60 fps and Full HD video.
CANON 6D (2013), digital reflex DSLR camera (Full Frame CMOS, 20.2 Mp, 3.2″ LCD).
CANON EOS 80d (2016), versatile digital reflex camera with Wi-Fi, it has 24.3 Mp APS-C CMOS sensor and records Full HD videos at 60p.
CANON EOS 2000D (2018), 24.1 Mp reflex camera for cinematic Full HD videos.
CANON EOS REBEL T7 (2018), 24MP resolution reflex camera and APS-C CMOS technology.
CANON EOS M50 (2018) / EOS M50 Mark II (2020), mirrorless camera designed to capture special moments with ease and quality thanks to a 24.1MP APS-C CMOS sensor and advanced and enhanced features.
CANON G7 Mark III (2019), compact camera that allows you to capture the best version thanks to its 4K video, large 1.0 type sensor and 20.1 Mp photos.
CANON Powershot G7 Mark III (2019), compact camera that allows capturing 4K video, with a large 1.0 type sensor and 20.1 Mp photos, all this in a portable design.
CANON EOS R7 (2020), is the transition to APS-C with the mirrorless R system. Featuring a 32.5MP CMOS sensor and DIGIC X processing, it supports 4K video up to 60p, or 30p when oversampled from a 7K area, as well as Full HD up to 120 fps.
CANON EOS R10 (2022), an EVIL camera, lightweight and mirrorless, featuring 24.2 Mp and APS-C sensor for high definition and high resolution images. It allows 4K 30p video recording.
CANON XA60 (2022), professional CMOS 4K camcorder type 1/2.3 . With advanced autofocus, 20x optical zoom and 5-axis stabilization, 3G-SDI, HDMI output.
CANON PowerShot V10 (2023), a compact camera that is perfect as a different and original pocket solution for making attractive 4K UHD content with a wide-angle lens.
CANON EOS R8 (2023), a Full-Frame mirrorless camera, with exceptional autofocus and low light performance and professional video, such as 4K 60p resolution.
CANON EOS R50 (2023), an EOS R mirrorless camera, enabling everything from sharp photos to 4K videos and live streams. It has a 24.2 MP APS-C sensor.
CANON EOS RP (2024), a small, lightweight and very intuitive 26.2 MP Full-Frame mirrorless camera.

OLYMPUS (OM SYSTEM)

The models from this manufacturer have made it back to the main best-opinion lists drawn by users and show an upward trend in sales of photo/video camera equipment:

OLYMPUS PEN-F (2016), a Micro Four Thirds mirrorless camera (or CSC type) featuring the design of its first models back in 1959. It offers high-resolution imaging capabilities with a 20.3 Mp Live MOS sensor and TruePic VII processor, recording Full HD 1080p videos.
OLYMPUS PEN E-PL100 (2019), a 15.9 Mp Micro Four Thirds mirrorless camera, with interchangeable lenses.
OLYMPUS OM-D-M5 III (2019), a mirrorless camera with a 20 Mp Live MOS sensor with a powerful stabilization mechanism and interchangeable optics.
OLYMPUS TOUGH TG-6 (2019) made to withstand all extreme environments with a large wide-angle lens. 4K / FHD video.
OLYMPUS E-M10 Mark IV, (2020), Micro Four Thirds camera with 20 Mp Live MOS sensor, interchangeable optics and 5-axis image stabilizer.

FUJIFILM

A manufacturer that has seen the growth of the niche market for this type of cameras and, as a good connoisseur of the PRO and broadcast audiovisual market, makes its own bet with models very well adapted to the needs of content generators for social media/platforms, a perfect combination between design and engineering:

FUJIFILM X-S10 (2020), a compact mirrorless camera body packed with cutting-edge technologies.
FUJIFILM X100V (2020) / FUJIFILM X100VI (2024), are 26.1 Mp and 40.2 Mp APS-C cameras, respectively.
FUJIFILM X-S20 (2023) a 26MP APS-C sensor camera which offers recording at up to 6k 30p in Open Gate mode (with 4:2:2 sampling and 10 bits of color), 4K 60p with cropping and Full HD at 240fps.

SONY

One of the most outstanding manufacturers in the audiovisual sector at the PRO and broadcast levels has not missed the opportunity to combine all its experience, technology and innovation in the manufacture of models that are always endorsed by the critics of professionals, technology experts and users themselves:

SONY DSC-RX100V (2016), a 20.1MP Exmor™ CMOS Compact Camera with 4K video recording.
SONY a6100 (2019), an APS-C E-mount mirrorless camera, with a 24.2 Mp Exmor™ CMOS sensor.
SONY a6400 (2019), mirrorless camera with E-mount and a 24.2 Mp APS-C Exmor™ CMOS sensor and the world’s fastest autofocus.
SONY a6600 (2019), camera with remarkable image stabilization, amazing image quality, a high-capacity battery and 4K HDR (HLG) video recording.
SONY ALPHA 7C (2020), a compact mirrorless Full Frame camera with interchangeable lenses and autofocus function.
SONY ZV-1 (2020) / ZV-E1 (2024), the world’s most compact and lightest interchangeable-lens Full-Frame camera. Both come with backlit Exmor™ R CMOS image sensor.
SONY ZV-E10 (2021), interchangeable-lens camera for vlogging with large 24.2 Mp Exmor™ APS-C CMOS sensor.
SONY ZV-1 II (2023), an ideal versatile vlogging camera. Compact and portable, it features a wide-angle zoom lens with 21.0 Mp Exmor™ RS type 1.0 CMOS sensor.

PANASONIC

Of course, this manufacturer is another not to be missed when presenting photo/video camera models adapted to the new content markets.

PANASONIC LUMIX G90 (2019), Mirrorless Micro Four Thirds camera with CMOS 20 Mp.
PANASONIC LUMIX G100 (2020), 20.3Mp Micro Four Thirds mirrorless camera for vlogging with 4K recording, a compact design and extraordinary sound quality.
PANASONIC GH6 (2021), hybrid mirrorless camera with the new 25.2 Mp Live MOS sensor, 4K video at 60p/50p 4:2:2 10-bit and unlimited recording time.

NIKON

This manufacturer, highly recognized in specific sectors of professional photography, has never given up on the needs of content creators for social media and, therefore, offers some very specific models that have been very well accepted:

NIKON D5600 (2016), a 24Mp APS-C CMOS DSRL camera.
NIKON COOLPIX P1000 (2018), a compact bridge camera with a 125x zoom lens. Featuring a 1/2.3 inch CMOS sensor that delivers 16.79 million pixels and records video in 4K/UHD format at 30p or Full HD (1080p) at speeds up to 60p.
NIKON D3500 (2018), DX single-lens reflex digital camera, CMOS 24.78 Mp.
NIKON Z 50 (2019), mirrorless DX camera that can record 4K/UHD videos at 30p and shoot footage in slow motion in Full HD.
NIKON Z6III (2024), a 26.79 Mp CMOS FX camera to enhance creativity with 6K 60p in internal N-RAW.

Others

GOPRO Hero 12. This manufacturer has made itself known from the first moment with action, extreme and/or adventure cameras. The Hero 12 is one of its catalogue that features a range of very interesting accessories and perfectly adapted for such special and high-risk recording environments.
DJI Osmo Pocket 3. This manufacturer, positioned by its drone offerings, is committed to this solution to introduce content on social media: a pocket camera stabilized with 1″ CMOS.
BLACKMAGIC Pocket Cinema 6K G2. This model is an attempt by this manufacturer to enter social media, but the features (a Super 35 HDR CMOS sensor with a 6K resolution) of this camera clearly point towards other audiovisual production environments.

The demands of content creators for social media are increasingly high, their preferences being: the quality in the recording of video and external audio inputs, image stabilization, the incorporation of presets or cinematographic looks, optimal performance in adverse light conditions, selective focus settings or any recording tracking solution or AI processing application, battery life, weight and size. The cameras that have the possibility of interchangeable optics, double-slot storage cards and an articulated and foldable (which can be placed in selfie mode) touch screen are also highly rated.

There are several aspects that define these technical requirements and that will continue to shape the horizon in the use of cameras and/or video cameras of the PRO and/or broadcast range in the social media ecosystem, such as:

An increasingly competitive market marked by the presence of brands and products that monitor the care of content (technically, artistically and creatively) for the benefit of their marketing and advertising campaigns.
A consumer of completely digital content with increasingly high aesthetic and technical training given the influence of cinema, TV and video games.
Audiovisual content, especially video, attracts more attention from users and generates one of the highest ROIs (Return on Investment).
An increasingly evident positioning of live content that makes a decisive factor that the technologies used neither fail, nor cause errors.
A professionalization of the channels, networks and content platforms themselves towards more demanding standards and technical parameters that offer quality and security to their users.
A call by the technology itself for content that is up to date and generates trends, such as advances in image resolution (UHD, 4K, 8K…) and/or color as an added value (HDR – High Dynamic Range -, WDR – Wide Dynamic Range -…), among others.

The main manufacturers of video/photo cameras in the PRO and/or broadcast range, being aware of the great stir that social media have brought about and will continue to generate, do not want to lose that niche market of rental/sale of capture/recording equipment.

Undoubtedly, every content has to have a photo/video camera adapted to the relevant needs, so it is best to explore the offering within the range of DSLR cameras, EVIL cameras, mirrorless cameras, CSC type cameras, compact cameras, bridge cameras or specialized cameras, among others.

Contents on social media must be attractive and remain in force for the longest time of use by consumers/users/subscribers. In this scenario, manufacturers and suppliers of technical material (PRO and broadcast) will always have a solution adapted to the needs of each person generating creative and technical quality content under professional parameters.