Photographer: Jessica Marx for Bloomberg Businessweek
The Cameras Social Media Influencers Use
The Fufjifilm X100V became so popular due to TikTok that it’s now on back order in Japan. What other cameras do online creatives turn to?
When the Fujifilm X100V blew up on TikTok in November, it spurred back orders and an online resale market. The company was so unprepared for the instant demand that it put a halt on orders in Japan, and consumers elsewhere are struggling to get their hands on the camera.
Before the furor, you could buy the camera for $1,399 at Fujifilm Corp.’s online store as well as at popular camera sites such as B&H Photo Video and Adorama. Now secondhand sales on EBay have climbed toward $2,000, and Fujifilm is selling used X100Vs via Amazon.com and Walmart for hundreds more than that.