Perhaps you've stumbled upon this article because you're unfamiliar with Insta360 and don't know which country the brand is from. Since you're here, I hope to guide you through Insta360's brand story, founding background, technological philosophy, and how it differs from DJI and GoPro in the simplest way possible.
If you want to learn more about this brand, please read on!
Why do I recommend Insta360?
A few years ago, Insta360's brand recognition was far less than that of GoPro and DJI, not because its products weren't good enough, but rather because its competitors had much stronger brand power. However, "unknown ≠ lack of ability." In fact, Insta360's ability to make action cameras had already surpassed GoPro's; it was just that insufficient exposure prevented it from being seen by the public.
I would recommend Insta360 for several reasons:
- The brand's development goal is not GoPro, but rather "century-old imaging brands" like Sony and Fujifilm.
- Young and positive
- Excellent product quality
- Passionate, with compelling stories, and ambitious—it's a company I like more and more the more I get to know it.
I enjoy outdoor sports and also love using cameras. What I feel from Insta360's products is their "passion for images" —not just for shooting extreme sports, but for recording life in a "simpler way".
What kind of company is Insta360?
Insta360's Origins: A Young Imaging Company Founded in Shenzhen
Insta360 is headquartered in Shenzhen, a city known as "China's Silicon Valley." It's also the birthplace of its rival, DJI. While Insta360 isn't as large as DJI, it has grown to 3,000-4,000 employees by 2025 and possesses R&D capabilities to compete with top global manufacturers. Shenzhen, with its vibrant and innovative atmosphere and average age of only 32, is a perfect environment for Insta360.
Founder: A young CEO born in 1991
Liu Jingkang (JK), the founder of Insta360, was born in 1991 and is almost the youngest CEO of a listed company on the Science and Technology Innovation Board in mainland China.
He is a typical entrepreneur who went "from 0 to 1":
- He made headlines in college for cracking the phone numbers of famous people.
- They could hack into the school administration system, obtain 7,000 student ID photos, compile statistics on the "standard faces" of each department, or publish exam answers.
- Choosing to start a business and company before graduating from undergraduate studies
It was these "unique" experiences that caught the attention of IDG Capital. At the time, the Insta360 team consisted of only 6 people, the product was not yet mature, and most of the members were part-time. JK had not even graduated yet, but IDG still decided to join as an angel investor—for one reason only: " Investing in people ."
From developing live streaming software to panoramic cameras
At the beginning of his entrepreneurial journey, JK developed live streaming software. In 2013, he founded "Mingxiao Live" in Nanjing, the city where his university was located, to provide live streaming services for courses at key universities. He has independently developed more than 30 technologies and completed more than 200 live streams at nine universities. Later, he expanded his business into the B2B sector and founded "V Live".
But what truly changed the course of his life was a chance encounter—in 2014, JK saw a 360-degree panoramic video stitched together from multiple cameras online. The powerful visual impact and unprecedented perspective deeply impressed him. He believed that panoramic imaging would become a new way of recording in the future. Although brands like Samsung and Ricoh had already launched panoramic cameras, the transmission and stitching speed between the camera and the phone was extremely slow, resulting in a less than ideal user experience. The live streaming software he was researching also shared many similarities with panoramic cameras, leading JK to realize that panoramic cameras still had enormous room for improvement.
So he made a crucial decision: to shift from the live streaming field to "panoramic imaging technology".
Live streaming's "instant" nature combined with a panoramic "360" view.
Insta360 was thus born.
Insta360 was officially established in July 2015. Over the past decade, JK has led Insta360 to develop into a unique and successful imaging technology company. Even though Insta360 products are generally priced higher than GoPro and DJI, they continue to sell well – a market performance that serves as Insta360's most representative proof of success.
Growth: Creating the first product, the Insta360 Nano
In July 2016, Insta360 launched its first commercial product— Insta360 NanoIt was once considered the key to the company's takeoff, but it followed a "high start, low finish" trajectory.
Nano significantly improved upon panoramic cameras from Samsung, Ricoh, and other manufacturers at the time.Slow transmission, long splicing timeAddressing this pain point, Insta360 instantly became a sensation at CES 2016, not only receiving high praise from Apple's co-founder but also attracting a large number of overseas distributors eager to negotiate. Following the CES exhibition, Insta360's revenue even jumped from 0 to 20 million RMB in just one month.
However, after the initial hype subsided, the Nano and other panoramic cameras of the time still couldn't escape the common problems they faced—It failed to truly address the multiple needs of the target users in core scenarios.This led to a decline in subsequent product sales.
With product setbacks and the company facing funding difficulties, the second year after the Nano's release became JK's most vulnerable period since starting his business. Just then, JK found a turning point in the Nano's user community: several users shared videos of themselves using the Nano to shoot skiing, cycling, and downhill racing. He immediately thought—could an "action camera" and a "panoramic camera" be combined?
The Nano lacks the basic requirements of an action camera: it's not waterproof, has a non-replaceable battery, and isn't even particularly shock-resistant, making it theoretically unsuitable for extreme sports. Only after in-depth discussions with more users did the real answer emerge:
"Shoot first, then frame" eliminates the need for extreme sports enthusiasts to think about how to shoot and compose their shots while exercising.
Start developing panoramic action cameras
Traditional action cameras use wide-angle lenses, requiring users to pay attention to framing the shot during filming; while panoramic cameras can capture a complete 360° view first, and then users can choose which angle to keep in post-processing—a huge advantage for athletes who need to be highly focused, such as those doing cycling or skiing.
At the time, "panoramic action cameras" weren't a popular market segment; in fact, they were considered niche. GoPro had already saturated the "action camera" market. JK's strategy wasn't to avoid competition or find a "blue ocean," but rather to return to the fundamentals:Discover needs and redefine product valueThe
After 18 months of research and development, the team finally launched their first panoramic action camera in 2018. ONE XFor the first time, software-based image stabilization surpassed hardware-based stabilization, earning it the title of "black technology" in the industry. Insta360, established less than four years prior, surpassed Samsung and Ricoh to become the world's number one in panoramic camera shipments—a position it still holds today.
Insta360 Studio, a post-production software development platform.
In 2019, Insta360 discovered an even deeper pain point:
The biggest problem for users is not filming, but editing.Therefore, the team quickly shifted their focus to the software side, launching an AI editing tool. Insta360 StudioThis makes "shooting and getting the final product instantly" a reality.
Following the ONE X, Insta360 successively released the ONE X2, X3, X4, and the X5 in 2025. The series also officially evolved from "ONE X" to the "X series". I only started to really use Insta360's panoramic cameras for a long time after the X3 was released in 2022.
As of 2023, Insta360 had 238 authorized patents worldwide, achieving global leadership in the field of panoramic technology; its revenue in overseas markets outside mainland China had also increased to approximately 801 million T/3 million T/3, and it can now be said that:Insta360 = panoramic camera.
Panoramic cameras have evolved from niche devices suitable for skiing and cycling to mainstream cameras, culminating in the latest X5. 8K panoramic cameraIt can be used for both sports filming and vlog recording. In 2025, DJI officially entered this market and launched its first panoramic camera, the DJI Osmo 360. This move, to some extent, also represents that the success of Insta360 has made other competitors "uncomfortable".
Outbreak: Head-to-head with GoPro and DJI
Release action camera Ace Pro
Starting in 2023, Insta360's category expansion has entered a truly head-on competition.
In November 2023, Insta360 officially launched its collaboration with LEICA. Ace series—Focusing on the most mainstream and highly competitive "wide-angle action camera" market segment. Competing against DJI and GoPro.
Back in October 2021, when Ace Pro was being developed and initiated, the market landscape was already clear:
- GoPro Hero series It has been iterated to the 10th generation.
- DJI Osmo Action Pushed to the 3rd generation
- Market size of panoramic action cameras: Approximately 5 billion RMB
- Global market size for wide-angle action cameras:Reaching 18.1 billion RMB
In other words, the Ace series has directly entered the "battleground of two giants" that GoPro and DJI have dominated for many years.
Although Insta360 was not a large company at the time, it had already made ample preparations in terms of strategic reserves:
The company's assets were close to 4 billion RMB. Even under extreme circumstances where there was no revenue for the next five years, it could still support the continued operation of a team of 2,000 employees at the time—especially since the success of the X3 and GO 3 had already allowed Insta360 to maintain its quarterly revenue. 40.7% Year-on-year growth.
Harvesting GoPro users
The Ace Pro is a very special product to me because I had the opportunity to try it before it was released.
As a heavy GoPro user, I had already developed muscle memory for the operation logic of this "wide-angle action camera". When I first got my hands on the Ace Pro, I could use it intuitively without any learning and immediately felt that this camera was "very promising".
The Ace Pro entered the mature wide-angle action camera market, but still found a need that could be "evolved" again:
- Users who enjoy cycling, running, hiking, and other similar activities are eager to display their exercise data.
Connect Garmin cycling computers with Apple Watch to instantly overlay information such as heart rate, speed, and power onto the screen. - Motorcycle riders want to preserve the authentic engine sound
It incorporates noise-reducing and windproof materials, and relies on AI to preserve the "mechanical sound" in specific frequency bands. - Street photography and travelers expect different ways of using it.
The Ace Pro 2's "street photography kit" was inspired by user DIY – once attached, it transforms into a "Leica-style street photography camera."
Besides its similar appearance, even the tactile feedback of the camera's boot button mimics the feel of a mirrorless camera; photos also feature Leica-style watermarks. After its launch, sales exceeded expectations by more than 10 times.
These details demonstrate Insta360's keen observation of "image needs," and have led many GoPro fans like myself to switch to Insta360.
The Soul of a Visual Company: The Fundamental Differences Between Insta360 and GoPro
Since the Ace Pro was launched, Insta360 has often been compared to GoPro and DJI – their similar uses and comparable performance make competition inevitable. However, Insta360's product philosophy is fundamentally different from GoPro's.
The story of GoPro's creation is both simple and romantic:
The founder loved surfing, and in order to be able to film surfing footage, he created GoPro.
Therefore, GoPro is essentially a "camera born from extreme sports".
This is why it has long enjoyed a strong appeal in the European and American markets.
In contrast:
Insta360 focuses on the fields of imaging technology and content creation.
It wasn't created for a specific sport, but rather aimed at a broader range of "video enthusiasts" from the start—which makes it particularly popular in the digital technology world and naturally places greater emphasis on AI, software experience, and creative gameplay.
I once asked a friend who works at Insta360 what the company's long-term goals were. His answer was quite interesting:
Insta360 doesn't want to become the next GoPro or DJI; it aspires to be an imaging company like Sony or Fujifilm that can last for a hundred years.
At this stage, their most direct competitors remain GoPro and DJI.
The Ace Pro represents their most crucial head-on confrontation since entering the mainstream action camera market. In 2024, the Ace Pro was upgraded to the latest Ace Pro 2.
Entering the capital market
On June 11, 2025, Insta360 was officially listed on the Shanghai Stock Exchange, with a market value of 74.185 billion yuan . This achievement fully demonstrates that Insta360 did not back down due to competition from GoPro or DJI. Instead, it forged its own path by relying on a deep understanding of user needs and user-friendly product design.
From the company's three best-selling products—X5, GO Ultra, and Ace Pro 2—It's safe to say that Insta360 has comprehensively understood and met the diverse needs of action camera users. Even if you're not an extreme sports enthusiast and just want to simply record your life or create a vlog, you can find a suitable product.
In fact, Insta360's action cameras are generally priced slightly higher than GoPro and DJI, but the company has not adopted the traditional "low-price strategy" due to insufficient brand influence.
On the contrary, it is by virtue ofSimple to operate and easy to learnIts unique features have earned the trust of long-term users. Personally, I own dozens of devices from the three brands combined, but the one I've used the longest and am most accustomed to is still Insta360. In terms of "price divided by number of days used," it actually offers the best "value for money."
Regardless of the brand of action camera, the true test is always the moment the shutter is pressed . Although Insta360's development story seems exciting and successful, the hard work behind it is probably only known to the engineers who developed the product and the marketing team who brought it to market.
As end users, we are all very demanding – each person's needs correspond to different solutions from Insta360, DJI, and GoPro. If you are planning to buy an action camera, I recommend... Purchase directly from the brand's official website.For example, inInsta360 websitePurchases not only come with a one-year free warranty, but also often include practical accessories. These details are key reasons why they have won the trust of users in the competition.
Summary and Outlook: Insta360's Brand Spirit and Future Potential
1. Background of the Founding
- In 2015, founder JK officially established Insta360 in Shenzhen.
Having loved programming since childhood, he demonstrated exceptional talent in college. He keenly observed the pain points of panoramic cameras at the time, such as "slow transmission, difficulty in sharing, and poor user experience," and thus decided to redefine the way images are recorded—allowing anyone to easily capture and share the world.
2. Product Breakthrough: Driving Market Innovation
- Nano:The starting point for entering a global perspective
Launched in 2016, the Insta360 Nano offered plug-and-play panoramic shooting, truly solving the transmission problem of panoramic images for the first time. It became the first panoramic camera to be featured in the Apple Store. - ONE X series (later renamed X series):Redefining the Action Camera
Launched in 2018, the ONE X revolutionized the imaging industry with its innovations: pre-capture framing, FlowState image stabilization, and an invisible selfie stick.
Since then, Insta360 has become the new standard for extreme sports enthusiasts and vloggers. - Ace series:Professional Image Partner
Launched in 2023, the Ace series focuses on sports scenarios and vlogging needs. Through wind noise reduction, motion data display, and lenses developed in collaboration with Leica, it delivers clear images of both still and moving subjects, enhancing its overall market competitiveness.
3. Globalization Strategy: Going Global from Day One
- Unlike most brands, Insta360 targeted the global market from the very beginning, aiming to penetrate the high-end European and American user base with high quality and superior user experience, thus avoiding the price wars common in China's 3C industry.
- At the same time, brand culture is built through social media content—for example, the video of "Grandpa Bee" filming with an Insta360 camera garnered 860 million views globally, creating a phenomenal spread. The brand isn't something you talk about; it's something your users help create.
4. Core Technology: The Iron Triangle of Hardware × Software × Algorithm
- R&D investment ratio exceeds 13%
- Holding 900+ patents
- The technology spans key areas such as AI imaging, panoramic stitching, and FlowState image stabilization.
- Simultaneously, we are building a complete content creation ecosystem: camera + app post-production tools + global content community, comprehensively improving user creation efficiency.
5. Brand Achievement
- The panoramic camera has maintained its No.1 global market share for six consecutive years (reaching 671 TP3T in 2024).
- Action cameras maintain a top-two global market share
- Listed in 2025, with a market capitalization exceeding 70 billion RMB.
6. Future Vision: Driving the Next Era of Imaging with AI
Insta360 is actively exploring the possibilities of AI and imaging, such as launching the panoramic drone Antigravity to fill market gaps and open up new dimensions of creation.
The brand's core spirit, Think Bold, encourages users and employees to constantly push the boundaries of imagination, empowering everyone to bravely record and share the world.
Looking back over the past decade, Insta360 has grown from a small startup with only six members into a leading global imaging technology company. The core of its success is not solely due to technology or capital, but rather its deep understanding of user needs and its ability to transform complex technologies into simple and easy-to-use products.
From panoramic cameras to wide-angle action cameras, from hardware design to AI editing software,Insta360 Always with "Image" as the coreInstead of simply following the trend of action cameras.
In summary, Insta360 is a user-centric, image-focused, and innovative company. Whether you're an extreme sports enthusiast or a chronicler of everyday life, its products offer a high-quality, easy-to-use, and imaginative shooting experience. Looking ahead, with continued technological advancements and market expansion, Insta360 will undoubtedly continue to write its own chapter in the global imaging industry.
