https://www.youtube.com/watch?v=K7DnASDKPNo
In a recent interview, David Imel described being approached to review the Hasselblad X2D II. The opportunity came with a significant condition:
- they gave him a list of specific points he had to mention in order to receive the camera
- The company even told him he could include a few minor negative points just to make the review “seem more authentic”
Because of that he declined to review the camera under those terms. Something of a rarity in the youtube “influencer” world.
This comes as a warning to all you potential camera buyers. Most of the “reviews” you find on YouTube are not 100% honest. And it’s a pity because I truly believe the Hasselblad X2D II is a great camera! It has the most intuitive menu, many unique innovations, and features that some Japanese companies still do not offer (like the internal 1TB storage). Hasselblad absolutely doesn’t need this kind of aggressive and manipulative marketing! I hope their managers receive this feedback and give up their unethical partnership terms.
Let’s continue…
David notes that strict talking-point demands usually come from certain brands, such as DJI, Hasselblad, and Insta360. Traditional camera manufacturers, such as Sony, Canon, and Fujifilm, generally do not force reviewers to say specific things. But even those brands still exert pressure indirectly. Reviewers who post critical or negative reviews often get temporarily blacklisted or passed over for early access to future product launches.
Many YouTubers face financial pressure to accept expensive camera gear—the X2D II is valued at $12,000–$13,000—or brand deals to sustain their income, creating a slippery slope where their independence is compromised.
We need a change!
We need to pressure both the companies and the so-called “reviewers” to be honest with us. Because now we know that most of the X2D II reviews we find on YouTube cannot be trusted. Why haven’t those “reviewers” mentioned Hasselblad’s strict conditions before?