391About 500 kilometers above our heads, a satellite floats quietly, displaying the photos and wishes of more than 4,600 netizens one by one, set against the vast backdrop of Earth and the universe. All it takes is picking up your phone, and you can take a photo with space itself. And the recorder of all this is, surprisingly, an ordinary-looking panoramic camera.
This panoramic camera is actually the first panoramic imaging device to be fully exposed in outer space, and its manufacturer is based in Shenzhen, Guangdong, China. In addition to working alongside satellites, it often appears with the Red Bull logo in extreme sports videos, capturing moments like skydiving and skiing.
Even if you’re not an extreme sports enthusiast, you’ve probably encountered it—such as in VR house tours, which almost every working person has used at least once. Its “presence” is indispensable there too.
This camera was born during the early days of VR technology, yet it never faltered.
Today, it has firmly established itself as the global leader in the panoramic camera market, with annual revenue approaching 4 billion yuan, and has held the top global market share for five consecutive years. Nearly 80% of its sales come from overseas, and it is beloved by consumers in Europe and America.
Can you guess what it is? It is—Insta360.
The Low-Key World Number One
Despite its leading position in the global market, Insta360 has always maintained a surprisingly low profile.
In the 2024 list of the world’s most innovative companies, Insta360 ranked third in the consumer electronics sector, even surpassing Apple.
You may have heard that the Sony A9M3 took a “life photo” of Trump, but few know that as early as 2017, Insta360 captured one of Trump’s iconic moments.
At that time, Fox News Channel in the US used the Insta360 Pro to live broadcast Trump’s first speech at the United Nations, instantly bringing this historic speech to a global audience.
When it comes to action cameras, many people think of GoPro. But in reality, GoPro has long been mired in declining sales. According to its Q2 2024 financial report, GoPro’s total revenue was only $250 million, down about 13.8% year-on-year, with a net loss of $15 million. Over the past year, GoPro’s stock price has plummeted by 70%, a “cut after cut,” making its bleak situation hard to ignore.
In stark contrast, Insta360’s growth rate is astonishing. In 2023, its annual revenue exceeded 4 billion yuan, nearly doubling year-on-year, marking two consecutive years of doubling growth. This year, its shipments are expected to surpass GoPro, further consolidating its leadership in the global market.
Especially in the niche market of panoramic cameras, Insta360 has held the global number one spot for five consecutive years, with a market share exceeding 50%. If GoPro’s decline is “step by step,” then Insta360’s rise is undoubtedly a spectacular leap ahead.
Global consumer-grade panoramic camera brand share Source: Sullivan
Social Media Strategy: How to Shine on European and American Social Platforms
Insta360’s success is not just about product and technological breakthroughs; it has also leveraged precise social media strategies to propel its brand influence onto the global stage. On major social platforms like TikTok and YouTube, Insta360 has built strong brand exposure and close connections with global consumers through creative content and interactive marketing.
1.1 Precise Positioning and Diversified Layout
Insta360’s presence on TikTok is not limited to a single account; instead, it operates multiple localized accounts targeting different markets for refined operations. This approach has helped the brand quickly accumulate fans and made interactions between the brand and users more aligned with local cultures and needs.
· @insta360_official: The main official account, with 1.7 million followers and 31.2 million likes. This account showcases the unique features of the entire Insta360 product line, attracting extreme sports enthusiasts, tech fans, and creators worldwide.
· @insta360motorsports: Targeting the extreme sports fan base, Insta360 created this account, which now has 18,900 followers and 170,500 likes. Through creative videos related to extreme sports, this account has successfully attracted the attention of many sports enthusiasts.
· @insta360japan: To better serve the Japanese market, Insta360 launched a dedicated account in the region, now with 29,200 followers and 529,900 likes. The content not only reflects the impact of Insta360’s full product line in the local market but also enhances brand loyalty through interaction with Japanese consumers.
· @insta360store: This is Insta360’s official e-commerce account, focused on driving product sales, with 5,984 followers and 60,600 likes. Through promotional activities and user reviews, this account directly drives sales conversions.
· @insta360malaysiastore: The dedicated account for Malaysia, with 10,100 followers and 1,417 likes. Although the follower count is relatively small, its influence in the Malaysian market cannot be ignored.
· @insta360philippines: The dedicated account for the Philippines, with 20,600 followers and 30,900 likes. Through localized content, it has successfully attracted the attention of many Filipino users.
Insta360 account matrix Source: TikTok
1.2 Content Creation: Combining Entertainment and Product Features
Insta360’s success is also closely tied to its innovative and diverse content creation.
TikTok’s algorithm favors creative and entertaining content, and Insta360 attracts a large user base by showcasing extreme sports, unique shooting techniques, and “fancy shooting” effects in everyday creations. By cleverly combining product feature demonstrations with entertaining content, Insta360 has successfully increased brand exposure and user engagement.
On TikTok, Insta360 not only demonstrates the powerful features of its products but also strengthens interaction with consumers through user-generated content (UGC). Fans upload videos shot with Insta360 products, further expanding the brand’s social influence and bringing a large amount of user interaction and sharing to Insta360’s social media accounts.
Popular video content from the @insta360_official account Source: TikTok
2. YouTube: In-Depth Content Shapes Brand Image
Beyond TikTok, Insta360 has also conducted in-depth content marketing on YouTube, focusing on building a professional brand image.
Currently, Insta360’s YouTube account has 1.07 million subscribers. Through detailed product reviews, tutorials, and creator sharing videos, it enhances its authority and deepens consumer recognition of its technological strength.
Independent Website: Building a Private Traffic Pool and Breaking Platform Dependence
While social media is booming, Insta360 has not abandoned traditional e-commerce channels. Instead, it has successfully broken its dependence on third-party platforms through a carefully managed independent website.
The independent site supports multiple languages and currencies, providing localized shopping experiences for various countries and regions, enhancing user convenience. In terms of data collection and user behavior analysis, the membership management system of the independent site helps the brand accurately analyze customer needs, further improving repurchase rates and customer loyalty. Although the operating costs of the independent site are relatively high, these direct consumer interaction initiatives have enabled Insta360 to build a more stable and controllable e-commerce ecosystem, strengthening its competitiveness in the global market.
The Rise of Chinese Brands: A Long Road Ahead
Behind this panoramic camera is the continuous breakthrough and innovation of a Chinese brand.
From silent to prominent, from domestic to international, it has not only crossed physical boundaries but also broken barriers in the global market. In today’s era of globalization, more and more Chinese products are quietly changing the face of the world through constant breakthroughs and refinement. They are no longer just “followers,” but leaders, writing the global story of Chinese brands with real actions.
