Key Takeaways
- Polaroid faced bankruptcy in the 2000s but was revived through social media and grassroots efforts.
- The Impossible Project saved Polaroid’s film production, leading to its relaunch as Polaroid Originals in 2017.
- Social media played a key role in this revival, with users embracing the nostalgia of instant photography.
- Digitizing old Polaroids is essential for preserving memories and sharing them with family.
- Polaroid’s story highlights the cultural value of nostalgia and the importance of safeguarding family photo memories.
Estimated reading time: 5 minutes
How Social Media Rescued Polaroid — And Why It’s a Reminder to Digitize Your Vintage Polaroid Pictures
Polaroid nearly disappeared after filing for bankruptcy in the 2000s. Social media brought it back. But as families rediscover old instant pictures, many are also learning why digitizing them is the only way to protect those memories.
From Pop Culture Icon to Bankruptcy
For decades, Polaroid cameras were part of everyday life. Press the shutter, wait a few seconds, and a memory appears in your hand. But the rise of digital cameras and smartphones changed everything. Polaroid filed for bankruptcy in 2001 and again in 2008. Factories shut down, film production ended, and an American icon nearly disappeared.
The Impossible Project: A Grassroots Rescue
What most people didn’t know: a small group of enthusiasts refused to let Polaroid die. In 2008, The Impossible Project acquired the company’s last film plant in the Netherlands and resumed production of instant film. The effort was risky and expensive. Yet by 2017, the group acquired Polaroid’s intellectual property and relaunched the brand as Polaroid Originals. By 2020, the company rebranded simply as Polaroid — a comeback few thought possible.
Hashtags and Nostalgia
Polaroid’s second act wasn’t built on glossy magazine ads. Social media fueled it. Long before the brand launched its own Instagram account, more than a million posts had already been tagged #polaroid, according to Digiday. Users shared vintage prints, while influencers highlighted the charm of instant photography’s imperfections — light leaks, faded colors, uneven borders. In a digital world that prizes perfection, Polaroid became a symbol of authenticity.
Rediscovering Polaroids at Home
That revival isn’t just happening on Instagram. It’s happening in attics and closets across the country. Take Lisa from Denver, who uncovered “thousands of Polaroids stuffed into old shoeboxes” after cleaning out her parents’ home. “I couldn’t believe how many moments we had forgotten about,” she said. “My little league games, our family dog, even pictures of my grandparents at their wedding anniversary. I knew they’d get lost if I didn’t do something.” Once her instant photos were digitized, she could share them with family scattered across the country. “Now my kids text me these old pictures all the time. It feels like we brought our family history back to life,” she added.
A Note on Scanning Old Polaroids
Not every Polaroid is the same. Early Polaroids from the 1960s and 1970s were developed on thick cardboard mounts. Because of their stiffness and size, they cannot be digitized using today’s high-speed scanning equipment. What can be digitized are the classic Polaroid instant prints that most people remember — the square or rectangular pictures with a white border and a thicker bottom edge. These scan beautifully and retain their color when preserved digitally. It’s a distinction that families should be aware of when preparing their collections.
Why the Polaroid Story Matters
Polaroid’s comeback isn’t just about a brand. It’s about the deeper pull of nostalgia. From vinyl records to instant cameras, people are finding value in things once thought obsolete. For families, the lesson is clear: just like Polaroid, your own photo memories can have a second life. But only if they’re preserved. At ScanMyPhotos, one billion images have been preserved since 1990, including countless instant photos just like Lisa’s. Each one tells a story that deserves to outlive the fragile paper on which it’s printed.
Looking Ahead
Polaroid’s place in the market is modest compared to digital photography, but its cultural relevance has rarely been stronger. And for families, that’s the real reminder: the value of a photo is not in its technology, but in the memories it carries. Digitizing ensures those moments survive long after the paper fades.
Polaroid FAQs
Can all Polaroid pictures be digitized? No. Early Polaroids developed on thick cardboard mounts cannot be scanned with modern equipment. Classic instant prints — the white-bordered Polaroids most people are familiar with — can be digitized.
Why are Polaroids so fragile? Instant film fades over time when exposed to light, heat, or humidity. Scanning preserves the images before they deteriorate further.
Why scan Polaroid photos? Digitizing protects the originals, makes sharing easy, and ensures the stories in those prints aren’t lost.
