Influencers Are Using Expensive Medium Format Cameras, But You Don't Need One!

YouTube is a great place to learn about photography. You can discover how to do something, research gear, and get inspiration. However, the problem with most photography content is that it’s structured around selling you stuff you don’t need. The latest example—a huge example—is the idea that you might need a 100-megapixel medium format camera.

The marketing hype around medium format cameras right now is ridiculous. Is the latest, sharpest, and most megapixel-heavy medium format camera going to improve your photography? Of course not!

YouTube Influencers

Brands are giving medium format cameras to influencers because they want to create demand. The problem? The vast majority of photographers don’t actually need medium format. Or 100 megapixels.

Many influencers who receive these cameras aren’t paying for them, so they’re not talking about the cost-benefit ratio.

The camera manufacturers are obviously hoping that if we watch our favorite influencers running around with $20,000+ worth of free gear, we’ll get the impression that medium format is the "ultimate" tool—something to aspire to own.

The truth is, in real-world shooting situations, full frame or even APS-C can be more practical, portable, and far more cost-effective.

Image Quality

Yes, medium format cameras can offer better dynamic range, and all those megapixels will give you a sharper image. But the gap between full frame and medium format isn’t as vast as it used to be. Modern full frame sensors have incredible resolution, dynamic range, and color accuracy.

I shoot professionally for commercial clients and photograph food and products for brand marketing projects and publications. I use a 24 MP or 47 MP camera. 24 MP is perfect for most projects, particularly if they only appear on websites or social media, which most commercial marketing work does.

I can understand the argument for using a medium format 100 MP camera for massive campaigns and product and fashion shoots that end up on large in-store posters where clarity and detail are the top priority. If post-production requires heavy image editing, having larger, cleaner files can help make the process easier. But we’re talking about top-tier commercial work here for big brands, where a photo might be manipulated for multiple uses and tasks like color changes to a product are required.

But running around a woodland with one of those cameras? I’ve even seen a video with someone using the new Hasselblad X2D for street photography, working hard to convince us it’s a great option to consider. Or maybe working hard to convince Hasselblad it was worth giving him the camera, and maybe they’ll give him a new lens next?

My position is that anything over 50 MP is overkill for serious hobbyists or even pros shooting commercial assignments.

The Myth of Sharpness

I find it fascinating that camera companies are constantly pushing the idea that more megapixels and sharper lenses equal better photos—and people buy into this idea.

The reality is that composition, lighting, and storytelling matter far more than how sharp the image ends up. A skilled photographer can light a subject and use a 17-year-old 12 MP camera and get better results than someone using the latest 100 MP camera who doesn’t know how to light and compose a shot.

Look at some of the most iconic photos shot by masterful photographers from the past 50–60 years. They used inferior cameras and lenses compared to what is available today. Their photos are in focus but not as clinically sharp as what a low-end camera is capable of today. Would more sharpness make those photos better? In most cases, no, of course not. A great photo tells a story, evokes a mood, or makes you feel something. Adding a little more sharpness won’t enhance that feeling any more.

Practicality

Medium format cameras are often bulkier, slower, and less versatile than full frame or APS-C options.

Before the great advancements of digital SLR and mirrorless cameras, I would use an SLR when I was out and about on location shoots and use a bulkier medium format for studio shoots.

I believe medium format is still best used as a studio camera, not something you run around the streets or mountains with. Sure, some of these cameras have become smaller, but when you consider the bigger, heavier lenses, you’re lugging around a lot of gear just to get a larger image file that you probably won’t even benefit from having.

Gear Obsession

Many photographers fall into the trap of thinking that upgrading their camera will automatically improve their work. But creativity, skill, intention, and vision will always be more important.

Despite what influencers may have you believe, a medium format camera won’t make you a better photographer. Or them. Investing in lighting, a workshop/course, traveling to interesting locations, or hiring a model for a few hours are all far better options for spending money to improve our craft.

There are two types of photographers: the type who uses a camera merely as a tool, as a means to capturing an image. He or she buys whatever they think will allow them to do the job at hand, and then they get on with creating. And then there’s the type of photographer who loves the technology, the design, the experience of a particular camera. The camera gear is as important as making photos with it—or even more so. Some of these guys collect every model, they’re brand fanboys, they love their cameras. I get that—I love a few of my cameras and vintage lenses. There’s nothing wrong with loving and collecting gear. And if you enjoy having the latest gear, go for it!

The point is, the influencers are giving the impression that the latest and greatest is better, no matter the brand. They don’t sit in either camp mentioned above. They jump around from brand to brand and create hype, depending on who can give them the most money or gear. We need to hear more from lovers, not sellouts.

Conclusion

It sounds like I’m knocking medium format cameras. I’m not. If I did more studio work that required massive, ultra-sharp, high-resolution files, it would be my choice. My issue—and this is something I will continue to talk about in other articles and videos, no doubt—is the constant pressure on social media to buy the latest gear and pursue sharper and larger image files, with the idea that we will get better results.

A sharper photo isn’t a better photo. It’s just sharper.

Medium format cameras have their place, especially for high-end commercial work, fine art, or studio photography. But for most photographers, they’re unnecessary, expensive, and impractical. Instead of chasing influencer trends and marketing hype, maybe we should focus on mastering our craft with whatever gear we already have?

I’d love to hear your thoughts—have you bought a medium format camera or are you tempted to? If yes, what’s your reasoning?