535In recent years, the booming development of short video platforms and the increasing democratization of content creation have brought unprecedented opportunities for the photography accessories industry.
According to marketresearchfuture, the global market size for camera accessories is estimated to reach $37.44 billion by 2025, and is expected to maintain a steady growth at a compound annual growth rate of about 4.5% from 2025 to 2034. By 2034, the global camera accessories market size is projected to reach $55.4 billion.
Image source: marketresearchfuture
Within this growth trend, lightweight and intelligent innovative products have become the core driving force. As technology continues to advance, the market demand for photography accessories has changed significantly. Today, consumers are no longer satisfied with bulky and complex professional equipment, but prefer lightweight, portable, and multifunctional products.
Against this market backdrop, a Shenzhen-based brand specializing in photography accessories keenly captured the business opportunity, focusing on the R&D and manufacturing of camera, photography, and video equipment accessories, creating lightweight, portable, and single-operator-friendly shooting aids for creators. By actively expanding into overseas markets and leveraging the strong momentum of cross-border e-commerce, it quickly brought its products to more than 190 countries and regions worldwide.
Reportedly, the brand achieved sales of hundreds of millions in 2021, with a new product launch success rate as high as 85%.
In June 2025, the brand was also certified by the internationally authoritative Frost & Sullivan as the world's No.1 photography accessories seller in 2024. That brand isUlanzi.
Image source: Ulanzi
User-Oriented: Opening the Market with Lightweight Products
It is understood that Ulanzi's founder William noticed during his university years that traditional photography equipment was generally heavy and complicated to operate, while content creators in the new media era needed more flexible and user-friendly devices.
Based on these observations, William officially founded the Ulanzi brand in 2016, focusing on developing lightweight and portable photography accessories to lower the creative threshold for ordinary users.
After years of development, the brand has gathered more than 100 professional R&D personnel from well-known companies such as Apple, Aukey, and Breo, successfully launching over 3,400 products covering core categories such as camera mounts, photography fill lights, tripods, etc., meeting the shooting needs of different users in various scenarios.
So far, the Ulanzi brand has served more than 5 million users worldwide and has won over 600 domestic and international patent certifications. It is precisely this user-oriented strategy that has enabled Ulanzi to find a differentiated development path in the fiercely competitive photography accessories market, gradually making its mark in the industry.
Image source: Ulanzi
Social Media Marketing: Using Content as a Bridge to Tap the Global Market
During its overseas expansion, Ulanzi broke out of the traditional marketing framework and chose to establish deep connections with target users through social media. Its core strategy is to let products "speak" in real usage scenarios.
1. TikTok: Creative Content Drives User Interaction
Ulanzi's official TikTok account @Ulanzi_Official currently has 835,900 followers and 4.3 million likes.
Many short videos on the account have gone viral, with six videos exceeding ten million views, and the highest single video reaching 38.3 million views.
Image source: TikTok
Taking the video with 38.3 million views as an example, it is clear that Ulanzi's TikTok account has a very distinctive content style—focusing on the actual application of the product.
In this video, the user shoots an "advertising blockbuster" of a Captain America figurine using a Ulanzi mount, showing the entire process from installation to finished footage, directly integrating the product's functions into a creative scenario. This not only intuitively presents the product's features but also inspires creativity, prompting many users in the comments to ask about purchasing methods.
Image source: TikTok
Ulanzi also collaborates with fashion and tech TikTok influencers to expand its promotional reach.
Fashion influencer @arisbellav, who has 524,700 followers on TikTok, shot a creative short video for Ulanzi's fill light. In just 41 seconds, @arisbellav conveyed several effective messages to users: the light can be freely adjusted to warm, natural, or cool tones depending on the scene, with a range from 2500K to 9000K, meeting various shooting needs.
This direct and efficient way of showcasing product highlights perfectly fits TikTok users' browsing preferences, helping the brand quickly deepen users' impressions of the product. So far, this video has garnered over 3 million views and 35,800 likes. Many users praised the product as "amazing," and some joked, "Women are always tempted by these videos and end up buying."
Image source: TikTok
2. YouTube: Professional Reviews Deepen Brand Awareness
On YouTube, Ulanzi adopts a differentiated content strategy by collaborating deeply with tech bloggers to showcase product performance through unboxing and real-world testing.
Tech influencer Jason Zhao, with 31,200 subscribers, is one of the brand's partners. He shot an unboxing and review video for the Ulanzi #a6700, a simple small camera mount, which has reached 290,000 views so far.
In the video, Jason Zhao first meticulously demonstrates the unboxing process of the Ulanzi #a6700, followed by a comprehensive and in-depth usage review. The content includes the mount's performance outdoors during the day and simulates nighttime indoor shooting scenarios, fully presenting the product's actual performance in different environments.
Image source: YouTube
Many users resonated strongly after watching, leaving comments such as:
"This is awesome! I just love recording my life through video and treating the process as a form of creative expression."
"I remember when I first started making my vlog, it was terrible, but with these tools it got better, and I'm proud of myself."
"I've been vlogging since I was 12 or 13, and it's been almost 20 years now. Being able to revisit all my memories at any time is a wonderful experience. Although I haven't tried shooting cinematic footage or used such high-quality video accessories to record, that's exactly my plan for the future."
Image source: YouTube
Independent Website: Self-Operation Lays the Foundation for Long-Term Development
In addition to social media promotion, Ulanzi has also built its own overseas independent website.
Unlike relying on third-party platforms, an independent website gives the brand greater autonomy. Ulanzi can independently control its marketing strategies, flexibly adjust promotional activities, and is not restricted by platform rules.
At the same time, Ulanzi can enhance user experience by offering convenient payment methods, real-time logistics tracking, and other premium features, further strengthening user trust in the brand and laying a solid foundation for long-term development.
Image source: Ulanzi
Going Global: What Can Domestic Brands Learn?
In summary, it is clear that the core reason for Ulanzi's success lies in helping users solve pain points, moving consumers with real scenarios rather than hard advertising, and enhancing brand control through an independent website.
For domestic brands, opportunities in overseas markets are far from fully tapped. Ulanzi's path proves that as long as the product solves users' real problems, supplemented by reasonable marketing and channel strategies, even non-mainstream categories can find growth space in the global market.
Perhaps the next "hidden champion" is hidden in a solution to a niche demand! The key is for your company to take action!
