Insta360 was founded in 2015 by JK Liu (Liu Jingkang) after he identified a lack of affordable, user-friendly cameras capable of capturing immersive 360-degree experiences. Rather than focusing solely on traditional photography, the company envisioned cameras that could record an entire scene, allowing viewers to explore every angle.

The company’s initial products focused on smartphone-connected 360 cameras. As demand for immersive content grew, Insta360 expanded its portfolio to include standalone action cameras, AI-assisted editing software, professional VR systems, webcams and smartphone stabilisation products. Within a decade, the brand evolved from a startup into one of the most recognised names in action and 360 imaging technology, serving creators in more than 200 countries.

According to the company, Insta360’s mission is to help people better capture and share life through innovative imaging technology. Its corporate philosophy is summarised by the slogan “Think Bold”. The company emphasises innovation, creativity, AI-assisted photography and making professional-quality imaging tools accessible to everyday users.

360 Cameras

These cameras capture the entire environment in every direction simultaneously. Popular series include the X Series, ONE X Series, ONE RS 360 Edition, X3, X4 and X5. Common features across these models include 360° video recording, the Invisible Selfie Stick effect, Horizon Lock, FlowState Stabilization, AI reframing, waterproof construction and high-resolution panoramic photography.

Action Cameras

Designed for sports, adventure and outdoor activities, this category includes the Ace, Ace Pro and Ace Pro 2. Key features comprise large image sensors, Leica-engineered optics on select models, 8K recording on newer models, waterproof design, AI noise reduction and advanced stabilisation. The Ace Pro series was developed in collaboration with Leica Camera for imaging technology.

Tiny Wearable Cameras

The GO Series consists of ultra-compact wearable cameras, including the GO 2, GO 3 and GO 3S. Features include magnetic mounting, a lightweight body, stabilised video, hands-free recording and AI editing capabilities.

Professional VR Cameras

Professional systems such as the Pro Series and Titan are used in VR filmmaking, broadcast, virtual tours, education, enterprise and cinematic production. Some models support 8K, 11K and stereoscopic 3D VR capture.

AI Webcams

The Link series targets video conferencing and streaming with features including AI tracking, gesture control, auto framing, HDR, 4K video and noise reduction.

Smartphone Gimbals

Flow Series products stabilise smartphones for content creation. Features include AI subject tracking, gesture controls, a foldable design, an integrated selfie stick and tripod functionality.

Software Ecosystem

Insta360 develops software for desktop and mobile platforms with capabilities such as AI editing, automatic reframing, object tracking, horizon levelling, colour adjustments, slow motion, TimeShift, Hyperlapse and cloud sharing. This software is a critical component of the ecosystem, enabling users to transform 360° footage into conventional videos optimised for social media.

Insta360 has introduced several proprietary technologies to enhance image capture and post-production.

• FlowState Stabilization: A digital stabilisation system designed to produce smooth footage without requiring a mechanical gimbal.
• Invisible Selfie Stick: Uses dual-lens imaging and software processing to automatically remove compatible selfie sticks from footage, creating the appearance of a floating camera.
• AI Reframing: Allows users to record everything around them first, then select the desired camera angle during editing.
• Horizon Lock: Maintains a level horizon regardless of camera rotation.
• Deep Track: AI-powered subject tracking that keeps selected people or objects centred in the frame.
• Shot Lab: Provides AI-generated templates and automated editing effects for social media videos.

Insta360 products are utilised by action sports athletes, travellers, motorcyclists, cyclists, vloggers, YouTubers, professional filmmakers, journalists, real estate professionals, tourism businesses, educators, virtual reality developers and livestream creators. The company states that its products are used by a community of more than 5 million creators worldwide.

Although headquartered in Shenzhen, Insta360 maintains international operations through offices in Los Angeles, Berlin, Tokyo, Hong Kong and additional regional locations. Its products are sold globally through its online store, retail partners and authorised distributors.

Insta360 has collaborated with several companies and organisations, notably partnering with Leica Camera on imaging technology for selected action cameras. The company also partners with athletes, filmmakers, travel creators and sports organisations to showcase creative uses of its products.

Current and historical product lines include the X Series, ONE Series, ONE X Series, ONE R, ONE RS, GO Series, Ace Series, Flow Series, Link Series, EVO, Nano Series, Air, Pro and Titan.

Beyond consumer photography, Insta360 products are employed in film production, virtual reality, real estate, construction, tourism, sports broadcasting, education, industrial inspection, remote collaboration and journalism.

Insta360 competes with several major imaging and action camera companies, including GoPro, DJI, Ricoh, Canon and Sony. The brand is particularly well known for its leadership in the consumer 360-camera market whilst also competing in the action camera and creator-tool segments. Recent reviews continue to rank the Insta360 X5 among the leading 360 cameras available.

Insta360 has gained recognition for popularising consumer 360° cameras, advancing AI-powered video editing, developing the Invisible Selfie Stick effect, delivering high-quality electronic image stabilisation and expanding immersive imaging for both consumers and professionals. Its cameras are widely used across YouTube, social media, sports and professional content creation.

Insta360 has grown from a startup founded in 2015 into a globally recognised imaging technology brand. By combining hardware innovation with AI-driven software, it has built a broad ecosystem spanning 360 cameras, action cameras, wearable cameras, professional VR systems, webcams and smartphone gimbals. The company’s emphasis on immersive capture, computational photography and creator-friendly editing has made it one of the most influential brands in modern digital imaging.