Is Fujifilm Actually Attacking Its Fans? The Truth Behind Those Snarky Replies

Some FR readers recently pointed me toward screenshots circulating on Instagram that allegedly show snarky replies from Fujifilm to fellow Fujifilm shooters.

So let me clarify.

A new Instagram trend is making the rounds where creators post fake screenshots of supposed messages from big brands saying things like “please stop tagging us.” The messages are not real, but they are designed to look authentic at first glance.

While some users understand this as a joke, the format can be misleading. Once shared widely, a large part of the audience can interpret these messages as genuine brand responses (as you can see from the screenshots above). The result is predictable: frustration, anger, and negative comments directed at companies that never actually sent the message.

The real winners in this trend are the creators. Fake brand replies generate outrage, comments, and shares, which translate directly into reach and engagement. Brands, on the other hand, inherit the backlash without any real upside.

To my knowledge, Fujifilm has so far not reacted or engaged on this trend (unlike Canon).

Ignoring the format allows the trend to burn out on its own, without amplifying confusion or unnecessary negativity toward the brand.