Insta360 is a Chinese consumer electronics and imaging technology brand specializing in 360-degree cameras, action cameras, AI-powered imaging devices, webcams, smartphone gimbals, and professional VR camera systems. The brand is operated by Arashi Vision Inc. (Chinese: 影石创新科技股份有限公司) and has become one of the world’s leading manufacturers of immersive imaging products for consumers, content creators, filmmakers, athletes, businesses, and enterprises. The company is headquartered in Shenzhen, Guangdong, China, with regional offices in Los Angeles, Berlin, Tokyo, Hong Kong, and other locations serving global markets.

According to the company, Insta360’s mission is to help people better capture and share life through innovative imaging technology. Its corporate philosophy is summarized by the slogan:

Think Bold

The company emphasizes innovation, creativity, AI-assisted photography, and making professional-quality imaging tools accessible to everyday users.

Insta360 was founded in 2015 by JK Liu (Liu Jingkang) after identifying a lack of affordable, easy-to-use cameras capable of capturing immersive 360-degree experiences. Rather than simply taking traditional photographs, the company envisioned cameras that could record an entire scene, allowing viewers to explore every angle.

The company’s first products focused on smartphone-connected 360 cameras. As demand for immersive content grew, Insta360 expanded into standalone action cameras, AI-assisted editing software, professional VR systems, webcams, and smartphone stabilization products.

Within a decade, the brand evolved from a startup into one of the world’s most recognized names in action and 360 imaging technology, serving creators in more than 200 countries.

Insta360 has introduced several proprietary technologies.

FlowState Stabilization

A digital stabilization system designed to produce smooth footage without requiring a mechanical gimbal.

Invisible Selfie Stick

Using dual-lens imaging and software processing, compatible selfie sticks are automatically removed from footage, creating the appearance of a floating camera.

AI Reframing

Allows users to record everything around them first, then later choose 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 centered in the frame.

Shot Lab

Provides AI-generated templates and automated editing effects for social media videos.

1. 360 Cameras

These cameras capture the entire environment in every direction simultaneously.

Popular series include:

• X Series

• ONE X Series

• ONE RS 360 Edition

• X3

• X4

• X5

Common features include:

• 360° video recording

• Invisible Selfie Stick effect

• Horizon Lock

• FlowState stabilization

• AI reframing

• Waterproof construction

• High-resolution panoramic photography

2. Action Cameras

Designed for sports, adventure, and outdoor activities.

Examples include:

• Ace

• Ace Pro

• Ace Pro 2

Key features:

• Large image sensors

• Leica-engineered optics on select models

• 8K recording (newer models)

• Waterproof design

• AI noise reduction

• Advanced stabilization

The Ace Pro series was developed in collaboration with Leica Camera for imaging technology.

3. Tiny Wearable Cameras

GO Series cameras are ultra-compact wearable cameras.

Examples:

• GO 2

• GO 3

• GO 3S

Features include:

• Magnetic mounting

• Lightweight body

• Stabilized video

• Hands-free recording

• AI editing

4. Professional VR Cameras

Professional systems include:

• Pro Series

• Titan

These are used in:

• VR filmmaking

• Broadcast

• Virtual tours

• Education

• Enterprise

• Cinematic production

Some models support:

• 8K

• 11K

• Stereoscopic 3D VR capture

5. AI Webcams

The Link series targets video conferencing and streaming.

Features include:

• AI tracking

• Gesture control

• Auto framing

• HDR

• 4K video

• Noise reduction

6. Smartphone Gimbals

Flow Series products stabilize smartphones for content creation.

Features include:

• AI subject tracking

• Gesture controls

• Foldable design

• Integrated selfie stick

• Tripod functionality

7. Software Ecosystem

Insta360 develops software for desktop and mobile platforms.

Major capabilities include:

• AI editing

• Automatic reframing

• Object tracking

• Horizon leveling

• Color adjustments

• Slow motion

• TimeShift

• Hyperlapse

• Cloud sharing

The software is a major part of the ecosystem, enabling users to transform 360° footage into conventional videos optimized for social media.

Current and historical product lines include:

• X Series

• ONE Series

• ONE X Series

• ONE R

• ONE RS

• GO Series

• Ace Series

• Flow Series

• Link Series

• EVO

• Nano Series

• Air

• Pro

• Titan

Insta360 products are used by:

• Action sports athletes

• Travelers

• Motorcyclists

• Cyclists

• Vloggers

• YouTubers

• Professional filmmakers

• Journalists

• Real estate professionals

• Tourism businesses

• Educators

• Virtual reality developers

• Livestream creators

The company states that its products are used by a community of more than 5 million creators worldwide.

Beyond consumer photography, Insta360 products are used in:

• Film production

• Virtual reality

• Real estate

• Construction

• Tourism

• Sports broadcasting

• Education

• Industrial inspection

• Remote collaboration

• Journalism

Although headquartered in Shenzhen, Insta360 maintains international operations through offices in:

• Los Angeles

• Berlin

• Tokyo

• Hong Kong

• Additional regional locations

Its products are sold globally through its online store, retail partners, and authorized distributors.

Insta360 has collaborated with several companies and organizations, including:

• Leica Camera on imaging technology for selected action cameras.

The company also partners with athletes, filmmakers, travel creators, and sports organizations to showcase creative uses of its products.

Insta360 competes with several major imaging and action camera companies, including:

• GoPro

• DJI

• Ricoh

• Canon

• Sony

The brand is particularly well known for its leadership in the consumer 360-camera market, while also competing in the action camera and creator-tool segments.

Insta360 has gained recognition for:

• Popularizing consumer 360° cameras

• Advancing AI-powered video editing

• Developing the Invisible Selfie Stick effect

• High-quality electronic image stabilization

• 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 recognized imaging technology brand. By combining hardware innovation with AI-driven software, it has built a broad ecosystem that spans 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.