The top-level domain (TLD) “.camera” is a generic top-level domain (gTLD) in the Domain Name System of the Internet. A TLD is the last segment of a domain name – the letters immediately following the final dot, like .com, .net, etc.
Launched in 2014 by Donuts Inc., an American domain name registrar, the “.camera” TLD is mainly targeted towards brands, organizations, services, and individuals related to the photography and video production industry. This includes manufacturers of video and photography equipment, professional photographers, photography studios, photography schools, software for editing images and videos, sharing and hosting services, among others.
According to the ICANN (Internet Corporation for Assigned Names and Numbers) domain name registration data, owning a specific TLD like “.camera” not only makes a domain name more industry-specific and thereby unique but also makes it memorable and easy-to-find. It enhances the marketability of the domain, making it attractive and self-expressive (source: icann.org).
An excellent example of the use of the “.camera” TLD is www.lytro.camera, the website of a company named Lytro that develops light-field cameras. This company made clear use of the “.camera” TLD to reflect its direct association with the camera industry.
However, it is crucial for businesses to note that while unique TLDs like “.camera” can be a great marketing tool, they should not replace the conventional TLDs like .com completely. According to a study by Searchmetrics, the gTLDs like “.camera” may not always rank as well in search results as a .com or .org. The old TLDs are more familiar to users, and they tend to click on them more (source: searchmetrics.com).
In conclusion, the “.camera” top-level domain, along with other generic top-level domains, provides a strong branding tool and a unique identity for associated businesses and individuals in the photography and videography industries. As more and more domains are registered daily, and it might get challenging to find a desirable “.com” or other familiar TLD, new gTLDs like “.camera” can offer fresh, industry-specific options for businesses to stand out in the digital marketplace.
For more information about generic top-level domains, you can refer to ICANN’s Beginner’s guide to domain names (source: icann.org).
Sources:
1. ICANN: https://www.icann.org/resources/pages/beginners-guides-2013-12-09-en
2. Donuts Inc.: https://www.donuts.domains/domains/tlds/camera
3. Searchmetrics: https://blog.searchmetrics.com/us/2014/07/09/dot-com-vs-the-rest-new-top-level-domain-gtld-revolution/
