In the last few years, the popularity of Instax cameras has really soared. As a market segment for Fujifilm, the Instax division it’s now approaching a billion dollars in revenue. This is huge and I can see precisely why that is the case. Instax cameras are a whole heap of fun.

My favorite camera is is the Instax SQ6 because this camera is a true medium format, square film camera, that produces beautiful looking images. Recently, however, Fujifilm sent me their latest flagship the Instax SQ20. Unlike the SQ6 the SQ20 is actually a digital camera that uses a 1/5” sensor to produce the images and then prints on the square format film internally. I was intrigued by this camera when I first saw it at Photokina and wanted to see how it stacked up against the SQ6.

For the most part the SQ20 offers a whole heap of convenience because you have fewer chances of missed shots or wasted film. The internal storage is a fantastic feature because it means even without having any film in the camera you can continue taking pictures. This is brilliant because that way you can review all of the images before you go to print.

Ergonomics were another feature that I thought were much improved over the SQ6. It’s simply much easier to hold and handle compared to the very blocky design of the SQ6. The only issue I found with the ergonomics is the fact that the shutter buttons are placed exactly where my fingers would rest. This meant I was accidentally taking pictures on occasions and if the camera was set to print automatically I would have been wasting film.

The biggest gripe I have with this camera is the fact that the images it produces just aren’t quite as good as the SQ6. I’m aware this may not be a fair criticism because image quality isn’t the main selling point here, however, when you compare it to other Fuji Instax products, the SQ20 just doesn’t hold up for me. Sure, it’s a great camera but I personally believe there are better alternatives available directly from Fujifilm such as the Instax SP-3

Check out the video linked above to see the full comparison.