Insta360 goes public ten years after its establishment, aiming for global expansion and a focus on innovation.

      Credit: Insta360

      On June 11, Insta360, a company specializing in panoramic and action cameras, made its debut on China’s STAR (Science and Technology Innovation Board) Market, becoming the seventh firm to be listed on the board in 2025. This IPO signifies the company's evolution from a startup to a global technology entity nearly ten years after its inception, while also providing new funding to facilitate long-term growth.

      As per an earlier prospectus, Insta360's revenues were reported as RMB 2.041 billion ($286 million) in 2022, RMB 3.636 billion ($509 million) in 2023, and are projected to reach RMB 5.574 billion ($780 million) in 2024.

      The company indicated that the funds raised from the IPO will mainly be directed towards two primary projects: the construction of a smart imaging manufacturing facility and the establishment of a new research and development center in Shenzhen. These initiatives are designed to enhance the company's production capabilities, boost its adaptability to market changes, and improve risk management.

      Insta360 is also set to advance its global expansion strategy by ramping up marketing investments, fortifying international sales channels, and deepening user research in critical regions such as Asia-Pacific, North America, and Europe to enhance brand visibility and market reach.

      At this pivotal moment, Technode reached out to Insta360 for an online interview with Max Richter, the co-founder and vice president of marketing, to delve into their strategic perspectives and future aspirations.

      Richter shared, “From the very beginning, we have prioritized innovation. We hold the belief that genuine innovation stems from a deep understanding of user requirements and a quick response to them. This approach has allowed us to sustain a robust market position.”

      Confronted with potential rivalry from companies like DJI, Insta360 remains dedicated to its strategy of differentiation by focusing on comprehensive innovation in both hardware and software, according to Richter.

      Looking forward, Insta360 is contemplating entry into new product categories and intends to boost investment in core hardware research and development, particularly in chips and sensors. Richter highlighted, “The imaging sector is expansive and full of unfulfilled demands. We perceive significant potential in exploring what's possible.”

      Despite advancements in smartphone camera technology, Insta360 does not view them as direct competitors. The company regards smartphones and specialized imaging devices as complementary tools. “We are not aiming to replace smartphones,” stated Richter. “We provide purpose-driven solutions that deliver professional-level performance, creative versatility, and cater to scenarios where phones fall short—such as action sports, underwater settings, and drone integration.”

      Richter pointed to the company’s flagship 360-degree camera, the X5, as an illustration, noting its user-replaceable lenses, enhanced stabilization, water resistance, and complete sphere capturing capabilities, which are unattainable for smartphones in extreme or creative-use situations.

      “While some may still consider action cameras or 360° cameras as niche products, we are keen to challenge that perception,” Richter remarked. “The shoot-first frame-later feature of 360° cameras allows users to capture moments without the fear of missing anything. It’s akin to creating a full time capsule that can be reframed and revisited later. Smartphones cannot accomplish that.”

      As a technology company, Insta360 is also dedicated to sustainable practices. Richter explained that all of its suppliers must adhere to strict ISO (International Organization for Standardization) standards concerning quality, environmental management, and occupational health.

      Additionally, he mentioned that the company encourages its partners to pursue additional certifications such as RBA (Responsible Business Alliance) and BSCI (Business Social Compliance Initiative). Insta360 has also initiated a trade-in program to mitigate electronic waste by motivating users to recycle their older devices and upgrade to newer ones.

      According to Richter, Insta360’s journey from a startup to an acclaimed global imaging brand has been guided by a user-centered philosophy. “Going public is not the conclusion,” he emphasized. “It marks the beginning of our next chapter. We are dedicated to maintaining the innovation cycle and assisting people worldwide in better capturing and sharing their lives.”

      Jessie Wu is a tech reporter based in Shanghai. She reports on consumer electronics, semiconductors, and the gaming industry for TechNode. Connect with her via e-mail: [email protected].