According to the statistics, during 2016 users posted more than 2.5 trillion photos, 90% of which were snapshotted on the smartphones cameras on the network. Even the most professional cameras paled into insignificance. Visual content today is an operational picture here and now, and photogrammers are its followers.

With the release of new cameras in the iPhone 7 and Google Pixel it became clear that 2016 is the first year of the final shift of photos toward smartphones. Indeed, there is no need to carry two devices, if you can use one. Moreover, a portable gadget with phone functions, camera and computer looks much more respectable and mobile.

We – the proud owners of such smartphones – forgot about scanners and Xeroxes. Every document can be qualitatively photographed and sent from the phone to the mail or printer. If you need to remember an account number it is not necessary to write it down. You can take a photo of it and your favourite smartphone keeps the information. And you can use it at any time because the smartphone is always at hand.

It is very comfortable to post photos made by the smartphone in social web. Many people like to exchange photos in WhatsApp, Viber and so on. And most importantly — it can be done in real time, here and now. Such data transmission format is now popular even in the media which earlier so zealously fought for the photos quality for publication. Now a «hot shot» from the spot that media people can post in the group or on the public pages of their publications, is much more valuable than the processed image on a professional camera.

Thus, the instant shot tendency absorbed the network. And the well-known Snapchat app — a service that allows friends to send photos that appear for a few seconds (but not more than 10) — is a palmary proof. After all, there are only 10 seconds to view the picture sent to a friend, if you do not have time — the image disappears. This teaches the sender and receiver to be more mobile in the cyclic information transmission stream.

So, who are the photogrammers? First, they are public people. You can find their whole lives, as well as the day’s routine on their webpages in social network. Number of publications per day can go off-scale of a hundred, because every moment is captured. Second, they often prefer Instagram. That’s why they are called «photogrammers». Third, they are people who are attentive to details. They notice everything around them, believing it is interesting not only for themselves but also for their subscribers. And fourth, photogrammers live at a frantic pace, and so it is important for them to take a photo instantly.

However, there are those who believe that the quality of the frame, staging, lighting and other aspects that are responsible for getting a good photograph are something that you need to pay attention on, in spite of the above-mentioned right now trends. A founder, creative director, writer and design blogger of DBD International David Brier, USA gave his opinion on a “momentary type of culture”.

But as you know, fashion is changeable, and many people believe that cameras paled into insignificance temporarily. And perhaps, in the nearest future we will capture good photos through the camera glass again. The co-founder and managing partner of the London marketing agency “Good” Chris Lumsden tells about it.

The CEO of Drink Agency in London Joanna Davies says that a “momentary culture” and love to momentary captures are possibly connected with such an obscure process as democratization of photography.

And finally, if you look ahead not for 10 but for 20 years the perspectives of camera popularity are blended. Digital Director of marketing communications agency Kestler&Wolf Renat Shakhmatov tells that the future belongs solely to the advanced technologies.