For business people, keeping up with market trends is an unchanging rule of operation.
When brands and products keep up with trends, business opportunities naturally follow; on the contrary, refusing to change and deviating from market trends makes it easy to be eliminated by the times.
Nowadaysthe younger generation is the main force of consumption,when theychoose products,they no longer only value functional use.In their eyes, their favorite products are carriers of lifestyle and a way to show their attitude. Unique styles and shareable social attributes are their main considerations.
Image source:Google
The popularity of panoramic cameras and action cameras is precisely because they capture this consumer psychology. These devices can immerse users in recording daily life and freezing beautiful moments during travel. Compared to traditional cameras, they have great advantages in landscape, humanities, selfies, and other shooting scenarios.Greatly.
Originally niche high-end digital products,have already become record tools with outstanding appearance and portable practicality, widely used in travel shooting,Vlog creation, live streaming andmultiplescenarios,directly drivingthe entire segmentintoa period of rapid development.
Market Research Future's research data confirms the industry's popularity:
The global market size of panoramic cameras is valued at $6.694 billion in 2024, and it is expected to grow from $8.478 billion in 2025 to $90.04 billion in 2035, with a compound annual growth rate as high as 26.65% during the forecast period,showing a very strong growth momentum.
Image source:Market Research Future
In ourdomesticmarket, many manufacturers have keenly sensedthe business opportunity, and have laid outin this segment.Relying on maturechannel layout and interestingmarketing strategies,they have successfullyentered the ranks of the leading playersin the global panoramic camera field.
Today,Ying ShiInsta360is a typical representative among them.
This company started with campus live streamingbusiness,in2025,its total annualrevenuehas already reached9.741 billion yuan, firmly sitting as the category leaderand selling well.
Next,let'stalk about its growth journey together.
Image source:Google
The entrepreneurial journey of a post-90s Nanjing University student
According to public information, the founder of the brand Ying ShiInsta360, Mr. Liu, is a post-90s graduate of Nanjing University majoring in software engineering.
During his student days, he became famous on campus through various creative and technical attempts: cracking Zhou Hongyi's phone number, making department standard faces, campus live streamingApp "Famous School Live" went viral, daring to break through and try.
In 2014, after seeing Russia's AirPano panoramic videos, Mr. Liu found that professional equipment on the market was bulky and difficult for ordinary people to use. He then came up with the idea and decided to create a portable, one-click panoramic camera, using technology to lower the creative threshold and allow everyone to easily record immersive wonderful moments.
After receiving $1 million angel round investment from IDG, he led the team to decisively transform, shifting from the original campus live streaming business to the panoramic imaging equipment segment.
In July 2015, Ying Shi Insta360 was officially founded in Shenzhen.
Image source:Google
However, the entrepreneurial journey was not smooth. Due to the team's pure software background and lack of hardware experience, they experienced doubts and distrust from OEM factories, and almost broke the capital chain.
To break the deadlock, the team rooted themselves in the Shenzhen supply chain, spending every day in factories,learning hardware, following production lines,andcommunicating with masters.
In 2016, Ying Shi Insta360 launched the Nano camera, the first plug-and-play 360° panoramic camera designed for iPhone (6/6s/7 etc.), connected via Lightning interface, capable of shooting 3040×1520@30fps panoramic video, with data transmission speed ten times faster than similar products.
Once launched, this product received great feedback, with sales exceeding20 million yuan in the first month, and the brand became well-known.
Since then, Ying ShiInsta360 has continuously refined its technology and updated its product line, successively launching popular products such as the X series, Ace series, Go series, gradually establishing its core position in the global industry.
Image source:Google
All-channel paving, annual revenue approaching ten billion
About 70% of Ying ShiInsta360's revenue comes from overseas markets, with Europe and America as the core markets, and Southeast Asia maintaining rapid growth.
Such impressive overseas performance is inseparable from the brand's integrated online and offline all-channel layout.
Online, the brand adopts a dual-channel operation model of third-party e-commerce platforms+self-owned independent sites.
On one hand, it enters mainstream global sites such as Amazon US, Europe, Japan, while also laying out Walmart, AliExpress,Lazada, Shopee and other platforms, fully covering North America and Southeast Asia, continuously driving sales growth.
Image source: Amazon
On the other hand, it builds its own overseas independent site, which not only firmly controls brand pricing and user data, but also effectively avoids the risk of third-party platform rules.
Offline channels are also flourishing, with products entering over 1,000 offline stores in more than 60 countries worldwide, covering large 3C digital chain stores such as Best Buy, Media Markt, as well as comprehensive supermarkets like Costco and Sam's Club.
Image source:Google
It is worth mentioning that Ying ShiInsta360 is the only panoramic camera brand to enter Apple's official stores.
Moreover, the brand targets travelers, opening retail points at airports in Dubai, Singapore, Frankfurt andover 90 countries, further expanding its reach.
According tothe latest financial report in 2025, last year Ying Shi Insta360's total annual revenue reached 9.741 billion yuan, a year-on-year increase of 74.76%.
So far, its global market share of panoramic cameras has ranked first for eight consecutive years, making it the undisputed leading brand in this segment.
Image source: Internet
Content-driven growth, creativity conquers social media
As a tool for capturing life and beautiful moments, panoramic cameras naturally rely on marketing and promotion on short video platforms.
For example, Ying ShiInsta360targetsTukeand other social platforms popular among young people for marketing,continuously increasing brand and product exposure and reaching massive potential users.
Brand account operation: driving organic spread with creative content
OnTuke, the brand has established its main publicity base——official account @insta360_official.
So far, this account has gained2.3 million followers and 54.2 million likes.
The account'soverall data performanceis veryimpressive:high-quality content with millions of views is everywhere, and there are nearly30 videos with views exceeding ten million. Among them,the highest singlevideo view count even reached79.9 million.
Image source:Tuke
The reason for such good user feedbackisthanks to itsinteresting and novel content style, full of creativity.
Unlike conventional creativity,Ying ShiInsta360has created a large number of imaginative shooting scenes:
An elderly man dressed as a beeholds the camera in his mouth,recording the scenery among flowers; waterproofpanoramic cameras are fixed on ducks, bringing a unique"duck boat" experience; placing the camera in the deep sea, immersively showing whales swimming; using the device to shoot extreme sports like bungee jumping and skydiving, restoring the thrill of diving from high altitude; and first-personperspective recording children eating,showing a different kind of cuteness……
It isthese unexpected shooting forms that fully arouseusers' curiosity.Moreover,while watching the content, userscanintuitively experience the product's performance and advantages, laying a good foundation for subsequentpurchase decisions.
Image source:Tuke
KOL seeding: directly "showing off" shooting results to potential users
However,operating the official account is only the first step in brand layout. To further expand influence and accurately attract traffic, influencer cooperation is also indispensable.
For example, Ying ShiInsta360 has cooperated with many active photography influencers on Tuke.
Among them, influencer @Shun.INTP with 187,500 followers, created short video content for the brand, achieving good promotion results.
Image source:Tuke
This 20-second video records the blogger carryingYing ShiInsta360's smallcamera, capturing beautiful scenery for his girlfriend during their trip. It highlights the product's compact and portable features and flexible rotation, making it very suitable for outdoor travel shooting scenarios.
Reportedly, this video was just released onMay 14,and in less thana month, its views exceeded1.6 million,garnering87,400 likes,and sparking interactive discussions among many photography enthusiasts.
It shows thatsuch influencer content based on real usage scenarios and simultaneous display of finished effects can effectively dispel consumers' concerns about purchasing, further enhancing user recognition of the brand.
Image source:Tuke
Conclusion
Through the growth path of Ying ShiInsta360, it is not difficult to see: in the expansion of overseas markets, a single advantage cannot build a long-term moat. It needs to start from product innovation, combine online and offline integrated channel network construction, and then deeply penetrate and connect emotionally with the brand through social media content marketing, forming synergy.
Looking globally, the panoramic camera segment remains hot and the market capacity continues to expand. For Chinese companies aspiring to go Tuke, this is still a category window worth serious consideration.
The overseas market is not out of reach; it is waiting for more Chinese brands with innovative spirit and systematic thinking to explore and discover.
Instead of waiting and seeing, it's better to take the first step——many times, the gap starts from a single attempt.
What this signal means for growth teams
This market signal should be treated as an operating prompt, not a standalone trend. The brand question is whether the team can connect TikTok content, creators, paid media, commerce readiness, and reporting into one measurable growth cycle.
Commercial read
- Market signal: TikTok marketing tips - short video marketing methods
- Published: June 4, 2026
- Commercial lens: TikTok Ads, creators, TikTok Shop, live commerce, and reporting.
- Source transparency: the original source linked in this article
What brands should do next
- Identify the market, audience, product group, and KPI this signal could affect.
- Turn the insight into a small TikTok creative, creator, Shop, or paid media test before scaling spend.
- Add FAQ, offer clarity, product proof, and contact paths so traffic can convert instead of only reading.
- Review weekly performance across reach, click quality, Shop actions, creator output, and revenue impact.
Tuke Marketing helps brands connect TikTok Ads, creator partnerships, TikTok Shop operations, live commerce, and reporting into one accountable operating system.
What should brands do with this TikTok signal?
Brands should translate the signal into a focused operating test across creative, creators, TikTok Shop readiness, paid media, and reporting before increasing budget.
How does Tuke Marketing evaluate this kind of news?
Tuke Marketing reviews platform news through market timing, category demand, creator supply, commerce readiness, and measurable growth actions.
When should a team contact Tuke about this topic?
A team should contact Tuke when it needs to turn a TikTok market signal into a practical launch, creator, advertising, live commerce, or reporting plan.
Source transparency: Tuke cites the original source linked in this article and adds its own operating analysis for brands evaluating TikTok growth decisions.