Mobile photography is becoming mainstream as camera quality in phones improves and photo sharing apps proliferate. Over half of US mobile subscribers took a photo with their phone in 2010. Factors driving this boom include improved phone cameras comparable to standalone cameras, social photo apps that allow instant publishing and distribution across networks like Instagram and Facebook, and photography becoming a new form of status update through image streams on apps like Instagram. These apps democratize photography and make anyone feel like an artist by facilitating photo conversations and communities for feedback. Brands have also begun using mobile photography on Instagram and other apps to share behind-the-scenes images.