Fujifilm's X-M5: A Small Camera With Big Ideas for Content

12 November 2024

Fujifilm has announced the X-M5, and it's aimed with unusual precision at people like our readers: a genuinely pocketable interchangeable-lens camera, built for video first, at a keener price than most of its rivals (around the £799 mark body-only).

Why it caught our eye

• A dedicated vlog mode and a proper flip-round touchscreen — designed for talking to camera, not just taking snaps.
• Open-ended 4K recording and strong built-in microphones, so quick pieces to camera don't need a rig.
• Fujifilm's famous film simulations — colour presets so good that many users publish footage straight out of camera, no editing. For a busy business owner, "no editing" is the killer feature.
• Vertical video support baked in, because the platforms you're posting to are vertical.

Who it's for

The business owner who has outgrown their phone — wanting blurrier backgrounds, better low light, and a "proper camera" feel that makes clients take the content seriously — but who will never carry a camera bag. Pair it with the small kit zoom and it disappears into a coat pocket.

The wider trend matters too: 2024's camera launches are increasingly designed around content creation rather than traditional photography. The manufacturers know who's actually buying.