Being a full-time photography gear reviewer is a pretty awesome job, if I’m honest: you get to try out new cameras and lenses, and tell people what you think. It’s that easy, right?
Unfortunately, there is actually quite a bit of bad information out there, so, clearly, there’s more to it than just giving GOOD advice about camera gear…
You know the types of photography “reviews” I’m talking about–that Youtuber who always says something crazy and controversial, making you question if it’s just a tactic to get more views and likes… The website that is dedicated entirely to one brand of camera gear only, and seems to never have anything negative to say about the brand, only praise, and yet plenty of harsh critiques of other brands…
Let’s be honest here, virtually every camera gear review out there is a little biased. Sometimes it’s clearly “sponsored content”, and other times it’s just a classic example of subtle confirmation bias. The real question is, how can you know who to trust?
How Do You Know If You Can Trust A Camera Gear Review?
First and foremost, look for the photographers and publications that do gear reviews for not just one brand, but many different brands of cameras, lenses, and accessories. This doesn’t always mean they’re totally impartial, of course, but it’s a big step in the right direction.
Secondly, look for the gear reviews that include consideration for all types of budgets, from unlimited to very tight, and everything in between. This is a strong indication that their goal is not to merely make affiliate sales but to actually give you the best, most practical advice.
On that note, here are three types of photography gear reviews to AVOID, plus, three more specific things to look for in a gear review that are signs it can be trusted.
(Don’t Trust) The Elitist Who Doesn’t Care About Your Budget
The first type of photographer who you should just completely ignore, plain and simple, is the elitist who only recommends the absolute most expensive option on the market, the Rolex or Rolls Royce product of the camera world. And, when you ask them for a different recommendation that fits YOUR budget, they have the audacity to scoff at a small budget, and say condescending things like, “are you even serious about photography?” …or, “you might as well light your money on fire!”
Just don’t waste your time with these types of photographers and their snobbery. Their work might be beautiful, and you might’ve highly admired them as artists, but that doesn’t qualify them to give you the best advice that suits your personal situation.
They might even give very good, knowledgeable advice on photography in general, of course, and they surely can be “good people” that make great friends in general. Just do yourself a favor, and don’t ask them “what lens should I buy next?” unless you’ve recently won the lottery…
Here’s all the advice you need for shopping on a budget, versus buying a high-end luxury item: Take one decent-sized step up from the “cheap/fake junk” market, take good care of your budget-friendly gear, and you’ll be fine!
(Don’t Trust) The Sponsored Photographer Who Gets Everything For Free
This is an obvious one: who is paying the bills? If a photographer is sponsored in any way, it creates at least some amount of bias towards that brand.
Thankfully, there are many different types of sponsorship, and many do not create an unhealthy level of bias. Still, it’s something to always watch out for when reading a gear review.
See, here’s the thing: many photographers become brand ambassadors simply because they already genuinely believe in the products. They wouldn’t associate with the brand in the first place if it wasn’t a quality product that they actually use for their work.
Also, a lot of these brand ambassadors, (artisans, explorers, collectives, etc…) don’t actually get money or direct support from the brand they’re “repping”. They might get a shout-out here and there, and they might get loaner gear to try out from time to time, but the sponsor is not paying their bills; the photographer still does “real work”.
So, despite being partial to a particular brand, these photographers’ real-world experience is, well, REAL, and their advice or gear reviews can still be worth reading/watching, with a grain of salt of course.
Either way, if a photographer is ever given a product for free, in exchange for publishing a review, then just keep that in mind. Does the photographer bother to mention or recommend alternatives from other brands? Or, do they intentionally avoid mentioning anything else, and only ever say, “you should buy THIS product!” That’s a red flag that although their experience and knowledge might be valid and valuable, their final conclusions and recommendations are questionable.
(Don’t Trust) The Fanboy With No Experience Using More Than One Brand
If a photographer seems a little too obsessed with just one brand, whether it’s cameras, lenses, lighting, or other accessories, …ask them if they’ve even used other brands for more than five minutes. Because, if they have never even held another brand of camera for long enough to really get to know it, that is a huge red flag.
Then, if you see that person actively trashing other brands, and not just incessantly praising their favorite brand, that’s a sign to just walk away!
Of course, their high level of experience can count for something. They probably know everything there is to know about the one brand they love, because they are, after all, totally obsessed with it. However, think about the advice you’re getting: the only way for it to be truly valuable is, if you balance it out by listening to another fanboy sing their own praise of the other brands you’re considering. Otherwise, you’re only getting half (or 1/3, or 1/4…) of the story.
Over the years, there have been cult-like fan clubs for every brand out there. Canon, Nikon, Sony, Fuji, Panasonic, Pentax, Olympus… Every brand has its truly obsessed followers who believe that the brand they love is virtually perfect, and they are the zealous disciples whose job it is to preach the gospel of that brand.
Okay, it might not be that over-the-top, but look for small clues; does a photographer always take subtle jabs at one brand, and yet they NEVER say anything negative about another? Red flag. Does that photographer actively seek out conversations about other brands, and insert their (negative, unwanted) opinions just to “troll”? BIG red flag!
The bottom line is this: Giving a recommendation about what camera or lens to buy is not a “fight” to be “won”. It is a discussion, with the flexible goal of determining which option is right for your exact needs. If you feel like someone’s only objective is to convince you to “join their side”, then their advice is highly biased at best, and in many cases, just plain bad. They could be completely misinformed about the actual features or quality of the competition, or they could just be deluded about the quality and performance of the product they love.
Disclaimer
NOTE: We thought about being gender neutral on this “fanboy” thing; we could have used the term “fankid” instead. Let’s be honest, though, “fanboy-ing” is one male character trait that other genders should NOT want any part of. It’s a bad, unattractive character trait when it comes to brand obsession and loyalty in general. (Though, in terms of “fandoms” in general, it’s perfectly OK to be a fanboy or fangirl or fan-whatever!) You might say it’s almost the photography equivalent of “toxic masculinity”, in some extreme cases.
Either way, everybody loves a good debate, but when one person starts viciously tearing down a brand or product they dislike, it’s an attempt to build an imaginary (but worthless) sense of value for the gear they own. This is a very bad character trait to have, and unfortunately, indeed the majority of culprits are male, with the character flaw of attaching their own sense of self-worth to physical products or the mere name of a large corporation. It is a badge of shame, not something to be proud of.
What Makes A Good Camera Or Lens Review?
So, how do you know if you can trust that Youtuber or Influencer who is doing crazy stuff to their gear, or raving about this-or-that new lens or camera, or flash, or camera bag, or tripod…?
It’s not too hard to sniff out the truly wild outliers, the people whose videos or articles are always an all-out brand war, rant/tirade, or a shameless plug. The challenge is, sifting through all the content that seems normal, and consuming that content with the right grain of salt…
With that in mind, here are three things to look for that can be strong indicators of good quality advice. If you consistently see all three of these aspects in someone’s gear reviews, then you’re in luck!
(Good) Advice That Considers Your Budget, Photography Style, And Subject Matter
First things first: If you’re a portrait photographer, you might not want to take lens shopping advice from a photographer who doesn’t actually shoot any portraits, obviously! Always try to find photographers whose subject matter is very similar to your own; their advice will be much more valuable!
Also, get advice based on your specific budget.
Actually, this is where I first start when giving advice myself. If someone says, “what is a good telephoto lens?” …I don’t even answer without first asking what type of photography they want to do with that telephoto lens, and what budget they had in mind.
[Related Reading: The Best Prime Lenses For Wedding Photography]
[Related Reading: The Best Zoom Lenses For Wedding Photography]
Good Advice: Changing Recommendations Based On Your Needs
The second good sign that someone isn’t just trying to sell you a particular brand, or just trying to get affiliate sales out of you, is if they actually change their recommendation once you give them more information. Are those high-end full-frame cameras and lenses totally overkill for you? Maybe you’re better off with a more affordable, budget-friendly option, even if the best choice is from a different brand or not the absolute best “flagship” option.
If you make a buying decision after getting a bunch of advice from people who have not bothered to understand your needs, then watch out; you could easily wind up buying the completely wrong lens or camera!
Make no mistake, it might be one of the best-performing choices on the market, however, that doesn’t always make it perfect for your specific needs and your budget…
[Related Reading: The Best Lenses For Real Estate Photography]
Related Reading: The Best Lenses For Landscape Photography]
Good Advice: Changing Recommendations Based On Advances In Technology
This last item is something that I’ve personally noticed over the last 15 years as a camera gear reviewer and someone who just enjoys trying out new cameras, and talking to other photographers about my experience…
This is what I’m talking about: sometimes, things really do change. Camera brands leap-frog each other in terms of technology all the time, and there’s always a competitor who is upping their game and offering an incredible new value…
For example, just eight years ago if you had asked me what camera to buy for landscape photography, I would have said, the Nikon D800/D800E, hands-down. Don’t even consider Canon, or Sony, or another brand; the Nikon D800 series (including the D810, 2 years later) was that good; you would be at a sizable disadvantage if you went with anything else. (Oh, and for more than eight years, the Nikon 14-24mm f/2.8 was the undisputed champion of wide-angle & landscape photography lenses, too!)
Now, things are very different! Although Nikon still has plenty of advantages when it comes to landscape photography, the playing field is level enough in terms of dynamic range, resolution, and lens selection. Therefore, I actually do encourage people to consider almost every brand out there, and to pick whichever camera system seems the most intuitive to them, not the one that seems better on paper.
Conclusion | It’s Not About Gear, It’s About An Artist Using Their Tools
Here’s the thing, folks: the biggest advantage a photographer can have in getting “the shot” has very little to do with which exact camera or lens they buy…
What really matters most is, whether or not you, the artist, can be in the right place at the right time to get that shot. And then, when the critical moment comes, here’s what matters most about the gear you have in your hands: do you know your kit well enough that you don’t fumble with your settings, and miss the moment? Or does your gear work seamlessly as an extension of your hand and your creative vision, and you nail the shot?
For these reasons, we try to always recommend that people get the gear that feels right in their hands, is good at the type of photography they enjoy doing, and of course, is well within their budget.
Indeed, all of our brains are wired in different ways, and sometimes, a certain camera’s interface or even its size, weight, or price just feel perfect, and these things can make a world of difference in your creative pursuit!
On that note, what do you think? If you have any questions or suggestions, please leave a comment below, we’d love to hear from you!
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This is how Leica have lost credibility. Their army of reviewers seduced me, almost to the point where I bought one. Ultimately, that just has the effect of leaving you feeling pissed off, which makes you go out of your way to rubbish their products, which are probably good, but I’ll never know: their marketing department have turned me right off.
My dad is a Nikon shooter, and when I say Nikon shooter I mean when he travels he takes his film Nikon kit with him and shoots pictures of the sky and the moon. His first digital camera, however, was one of those Sony’s that took a 3.5in floppy disk. I had various made for children type film cameras when I was a child. My first digital camera was some weird web cam rugged camera type thing with no name (that I can remember) and when I bought a replacement, something much better, I bought a Nikon. Was I biased towards other brands? No. I simply only knew about Nikon cameras so that’s what I bought. And some point along the way I ended up with a Canon digital camera after using one my friend had and liking how the wheels and buttons on the camera were positioned more like a film camera.
As long as a review you are reading or watching actually shows what the camera can do, and you’re watching it just for that reason and not because you’re a fan of theirs, then it is an honest review.
The problem is everyone wants to watch a review and then buy that product based off the review video without actually having to go to the store and test it for themselves. Brick and mortar stores are still out there, with cameras and lenses sitting on shelves, just waiting to be held and tested. I rented a 5DMKIV from my local camera store before every buying one simply because I didn’t need more than one at the time and renting one for a weekend where I would be shooting weddings the whole time, paired with my 5DII, was my way of learning that I would definitely be buying one in the future.
No, we can’t all get our hands on the newest gear when it comes out, but this rush the product to market for the reviewers to have it and review it so we can start selling them is getting old. But then again, who is pushing these companies to rush a product to market other than the impatient consumer?
I’ve been shooting seriously since the summer of 1967. I learned on press cameras, Crown and Speed Graphics and I kept a borrowed Yashica 6×6 and a borrowed Contax Rangefinder with a Nikon 105 f/2.5. I early on bought a Canon rangefinder (Leica knock off) which was great but had shutter bounce, so traded for an Agfa rangefinder but the rangefinder didn’t focus so one last trade for a set of Nikon extension tubes and then saved eight months for a Nikon Photomic which I bought mail order from 42nd Street Photo in NYC in August 1968. Later, I would acquire a pair of Leica M2s. I still use Nikon and can even use lenses from that long ago on my D850.
And in the meantime, during the Air Force, when I returned to base in Cheyenne I would work at the camera store part time. That’s when I realized that
1) most customers ask for the best camera but really just mean the camera I will actually use and like and that will get me pictures of my family and so forth.
2) every clerk wants to make sure their dream camera is the one they sell because they want to make sure the customer really does have all the bells and whistles.
3) The truly best camera is the one the customer feels comfortable with and will actually keep using instead of putting it away in the closet.
4) the modern equivalent of the “truly best camera” is the one in everyone’s phone, today’s equivalent of the old Kodak Brownie or other convenient, easy-to-use cameras back then.
For me, and other actual camera enthusiasts and photographers (overlapping categories which are sometimes opposed) a more complex and expensive solution is wanted. But that doesn’t mean a beginner has to spend a ton. Start with what feels good to you, because it is more likely you will use it and want to grow with it.
Then, go for a system which will continue with you over the years. For me, Nikon items remain compatible after half a century while Canon lens mounts have changed 3 times. But they have a great system now. And they’ve always had great cameras and lenses. A newbie could also look at Sony and recently a few older names which have been revived have good glass, nice features and attractive prices.
For what I want to use a camera for I need expensive stuff, at least for lenses, in my long-time niche because I shoot dance with awful light and an awful amount of movement and a very, very tight set of technical requirements for a good dance shot. Even so, I’m not constantly buying equipment. It lasts me and I buy with the idea of a system.
However, there is one item you can’t buy as gear, your own knowledge of the subject. That is a lesson I learned 53 years ago on the press cameras. One sheet at a time means you really have to position yourself and select the moment. I may shoot many more shots in the same time now, but always as a selection (never, never, never “continuous” drive because it has no rhythm, just an intervalometer, which cannot listen to music, which is where you find the moments along with position and technique.
Whatever you shoot either you shoot the picture facilitated by your great machine or you miss the pictures because the machine gets in the way. The only point in picking gear is to make sure it doesn’t get in the way, that it does what you want when you want.
I have to disagree with number three. I don’t really care what a reviewer has to say about a brand I’m never going to buy. I’ve used Canon 35mm gear since my first camera, an Ftb. I’m so invested in lenses for Canon bodys, I’m never going to consider buying any other brand. I prefer a reviewer who knows Canon gear inside and out. I’m perfectly fine with an honest reviewer, even if they only review Canon/Canon compatible gear. In fact, I’d prefer it.
I think where the author of the article was going is that reviewers can be knowledgeable in one brand and still corrupt, for example they can try to persuade you to spend your money on upgrades when the new model does not offer that many advantages over what you already have. In that case, a comparison with what you get elsewhere for your money can be a sign of honesty.
I don’t see that very often. For example, most reviews I’ve seen of the Canon R6 and R6 bodies are negative, even among Canon only reviewers. Also, a lot of the Canon lenses I use are TS lenses, and very few reviewers are going to review them if they don’t specialize in Canon gear. Generally,brought, one should know a reviewers history. Is he/she always positive, earning money from affiliate sales, etc.
Trust thyself.
The problem is that reviews are personal. Personal objectivity is is helpful, but it is only part of a useful review. A review is a short form test report. If it isn’t supposed to provide information useful to others then it has no reason besides vanity for existing. How do you separate personal opinion from objective information?
I rely on metrics, measurements that are not personal opinion. I don’t trust reviews that lack usable metrics. Admittedly numbers don’t tell the whole story, but at its essence photography is based on engineering and camera are tools.
There is nothing wrong with being very enthusiastic about tools that help you “get the job done”, but unless you can somewhat quantify how they do that better than alternatives, your preferences are strictly personal and useless for others unless they are buying a camera as a present for you.
Before someone gets the wrong idea about what I mean by metrics, I’m not talking about optical measurements that require lab equipment to detect deviations from a theoretical perfection. I’m talking things like gross size and ease of identifying and using controls without looking at them or developing muscle memory through extensive conditioning.
An example would be a system of lenses. I used lenses with screw threads at one time, but despite the better optical quality, switched to twist-lock and then to a camera system whose lenses were smaller because the equipment was limiting the images I was able to capture. I use many types of cameras including inexpensive P&S and prefer older models despite their lower resolution because the newer ones have become too small for me to use.
Features that are regularly touted as important in reviews make little difference to me. If I know that the small part of a field of view I use for focus is where I want it, the overall size of the viewfinder isn’t important. I could do as well with a wire frame (and have). A large display screen does me little good if the power switch is i an arcane location, 1/8″ diameter and flush mounted, a zoom lever is too small for me to control, and the shutter release has so little travel that I can’t time a shot. What might be adequate for a teenager’s dexterous fingers taking casual photos isn’t for my older hands.
A reviewer is as much a part of the test system as the camera or lens being reviewed. You cannot “gauge” the reviewer based on his photographic reputation any more than you could gauge a camera based on its maker’s reputation.
Missing from EVERY equipment review I’ve read is a description of the reviewer’s personal metrics. How is that relevant you ask? How large are his hands? How much weight can he hold at arms’ length for 3 minutes without shaking? The same kinds of metrics that apply to matching a gun to a soldier apply to an action photographer. The difference is that soldiers are put through many hours of standardized physical training with standardized equipment under overloading conditions and the soldier is tested for performance.
So, before another reviewer waxes poetic about how a camera just feels right, show me a photo with grid lines of his hands. Show the “just right” camera and one that isn’t being held and operated. Tell me how far that reviewer can hike carrying all the equipment he might use in a day of that camera system within a 20kg pack. Show me the “duds” , the mistimed, the misframed, the accidental misfires he shot that day and give me that day’s “shooting score” .
There are only 2 kind of reviews that are relevant. The clinical test were they run the same test for everything in that category or real world reviews where they are tested in their environment with proper support gear. Every other review is an opinion or a comparison list.
100% agree.
but you can express your oppinion in a review because subjective daily usage of a camera is important but you must have some kind of real experience to compare with and not just “this button is awasome’.
Between professionals we share all the time the real word usage experience but if a clown tell me: “this camera is too big for my pocket” I kick him on the ass.
No an example of what I’m talking about is a professional sports photography wouldn’t care about size and Canon Sony and Nikon don’t care for that requirement for a sports cameras. So like I said real world review in proper environment that mean that sports gear during sporting event with proper lens and travel gear where size would matter by going on a day trip. If your talking about size in terms of hand feel then yes it is an opinion but you can’t get a solid answer from any thing but yourself so who would listen to that point.
Your three ‘don’ts’ are obvious. The problem is that the reader doesn’t and probably won’t know enough about the reviewers personal point of view to know whether your “three don’ts” apply. There are only two reviewers that I trust;
Reid Reviews and Luminous Landscape. Most of the others are hucksters.
The problem is honest or not honest but competent or not. 95% of the reviews on the web and social media are done by clowns, 4% done by non professional photographers or very low level professional. Only 1% give useful information for professionals users.
You think photo gear reviews are bad? Ever watch YouTube reviews on guns? Now there is a real showcase of incompetence and stupidity, from video and sound quality all the way through script and delivery. And that’s before you even get to the highly opinionated BS put out by a bunch of low-rent fools and clowns.
No I don’t know anything about guns but I can imagine in all sectors you can find more or less garbage reviews for sure bad guns review can be a bit more dangerous than a bad camera review.
Don’t think you know much about guns. No, I was not implying nor are any gun reviews I have ever seen promote dangerous practices and/or activities with guns. All start with reference to gun safety. I was only talking about video quality, deliver and BS.
I am not a reviewer, just a hobbyist photographer since my first Olympus OM-1 back in ’78. Since then I have shot with Nikon film (N-90), then Nikon digitals from D-70 to D-600. The latter was a total fail in my book with the oil on sensor issue. Being retired, now I tend to buy used gear and got a good deal on a complete Canon set-up a few years ago and haven’t looked back, other than this response to your article. When I go to local classes where a big name photographer or instructor comes to town, I always feel like I am getting a sales pitch for their sponsor’s gear with little mentions of alternatives that could work just as well. In the end, I leave turned off by the experience even if they use the same gear I have. Photography is a craft and the tools of the craftsman or craftswoman are camera gear that could be anything from a plastic art camera to gazillion pixel model that practically takes a super computer to process the images. While most people probably already realize your revelations on this topic, I appreciate your bringing it up. Luckily, I don’t frequent youtube for too many things and it sounds like I will keep that way at least for camera gear.
By what I see the cost of camera 📷 and quality lenses can discourage most people from photographer, I have an A99 camera 📷 and it cost me an arm and a leg 🦵 not speaking of the lenses most people would not even attempt to buy something like that and now my Sony A99 is considered old and out of date. I love ❤️ my camera 📷 it take great pictures and it is very reliable, but I know the a7iii is better, but at my skill level it doesn’t matter because I would not be able to tell the difference.
I also have a Nikon 80 more of a trainer camera and Sony Power shot camera 📸 and it takes some of the most beautiful pictures I have ever seen and it cost a fraction of the Sony A99 and I am like Billy the Kid 🧒 with that camera 📸 nothing gets past me. The ease of the shot and the control in my hand 🖐 is like magic. I have a long way to go to get the resolutes that I am looking for, but it’s a start.
That all I have to say I think 🤔 I have said enough.
After all the years I’ve been doing this, it’s nice to see I made the grade.
Another big trait I look for when assessing reviews: are the other reviews always positive? Someone who only says that everything is great isn’t helpful–that’s just encouraging consumerism and confirmation bias. If the range of camera/lens summaries goes from “fantastic” to “best ever,” I’m leaving. Not every camera or lens is fantastic or the best ever. Some are clearly better than others. But if a reviewer occasionally flat-out says, “This is not a good value for your money, you can achieve better results with [competing product],” then I’m going to trust them a lot more when they actually do recommend something.