Turkey influencer marketing on Instagram, October 2026: 11 sectors

The 11 sectors at a glance

Contents, creators, brands, leader and format per weekly report, 19–25 October 2026.

Contents are the unique Stories, Reels and posts that name one of the brands a report covers: the three or four brands with the most creator content in the sector that week, not the whole sector. Creators are the distinct accounts in that report; an account active in two sectors is counted in each. The leader is the brand with the most contents.

† Fashion without Nivoshe: Pierre Cardin (30 contents, 25 accounts) and NetWork (17 contents, 12 accounts), 6 accounts shared between them: 31 distinct accounts. The published Fashion report also counts Nivoshe, whose content that week was oral care, not fashion; this page leaves Nivoshe out. The published story share is not shown: it counts Nivoshe, which is left out.

Sector by sector

One short paragraph per weekly report, with the link to the full report. Every figure is for the tracked universe, 19–25 October 2026.

• Beauty

  Four beauty brands appeared in 454 contents from 372 accounts: Embeauty 179, The Purest Solutions 112, CeraVe 89 and Calliel 82. Reels lead: 91.0% of CeraVe's contents and 77.1% of Embeauty's are reels. CeraVe's content count rose from 31 in 12–18 October to 89, driven by reels for a new HA Water Gel (12 to 81). Embeauty's Velvet Volume mascara wave was 92 contents on 23–24 October. The most-played reel of the week, a CeraVe video, reached 4,894,602 plays.

  Weekly report: BeautyPDF

• Hair care

  Four hair care brands appeared in 214 contents from 151 accounts: Herbal Essences 92, Bioxcin 70, Pantene 43 and Urban Care 12. Stories dominate: 89.1% of Herbal Essences' contents are Stories, and 76 of its 82 Stories came out on 19–20 October, one 25% discount sentence repeated in 63 of 73 analysed Story creatives. Urban Care is the reels-led brand (75.0%). Pantene's volume fell from 179 in 12–18 October to 43, with Stories dropping from 140 to 19.

  Weekly report: Hair carePDF

• Consumer electronics

  Three consumer electronics brands appeared in 193 contents from 149 accounts: Philips 121, Samsung 55 and Huawei 19. Philips is story-led (90.1% Stories) and Samsung is reels-led (70.9% reels); 24 of Samsung's 39 reels were posted on 23 October, for the Galaxy Z Fold 8. All three brands were below their 12–18 October counts: Philips 149 to 121, Samsung 75 to 55, Huawei 32 to 19. Deal accounts supplied 44 of Philips' contents.

  Weekly report: Consumer electronicsPDF

• Fashion

  The published report covers three brands. One of them, Nivoshe, had oral care content that week, not fashion, and this page leaves Nivoshe out of every conclusion and sum. The other two brands are post-led: posts are 46.7% of Pierre Cardin's contents and 76.5% of NetWork's. Both were visible through the outfit accounts of TV series (12 of Pierre Cardin's 23 non-story contents and 13 of NetWork's 16 are series-linked), and Pierre Cardin's series trailer was the most-played reel of the week with 3,501,232 plays.

  Weekly report: FashionPDF

• Home and kitchen

  Three home and kitchen brands appeared in 261 contents from 182 accounts: Karaca 134, Tefal 77 and Emsan 60. Formats diverge: reels are 50.7% of Karaca's contents, Stories 67.5% of Tefal's and 76.7% of Emsan's. Deal accounts supplied 50 of Karaca's 134 contents. In Karaca's week, 8 pressure-cooker and Swiss Crystal recipe reels drew 3,939,071 plays together, and all of them carried #reklam in the caption.

  Weekly report: Home and kitchenPDF

• Home and living

  Four home and living brands appeared in 282 contents from 181 accounts: English Home 91, IKEA 90, Madame Coco 72 and Bella Maison 38. IKEA is reels-led (82.2%); Madame Coco (70.8%) and Bella Maison (57.9%) are story-led. 28 of Madame Coco's 51 Stories came out on 20 October. Bella Maison's content count rose from 15 in 12–18 October to 38. Excluding deal and news accounts, 54 of English Home's 91 contents remain, against 78 of IKEA's 90.

  Weekly report: Home and livingPDF

• Marketplaces

  Four marketplaces appeared in 55,827 contents from 5,950 accounts: Trendyol 37,159, Hepsiburada 16,297, n11 1,927 and Amazon TR 495. Almost all of it is Stories: the story share runs from 96.8% to 99.6% across the four, and reels number 278, 70, 5 and 16. Trendyol and Hepsiburada have 821 accounts in common. Deal and news accounts make up 57.0% of n11's contents and 7.3% of Trendyol's.

  Weekly report: MarketplacesPDF

• Grocery retail

  Three grocery chains appeared in 781 contents from 236 accounts: Migros 427, A101 288 and CarrefourSA 66. Migros is story-led (50.8%); A101 is led by reels and posts (59.0% and 35.4%). Deal and news accounts produced 81.5% of Migros's contents, 77.4% of A101's and 71.2% of CarrefourSA's. A peanut butter that reached A101 shelves on 22 October was the subject of 19 reels from 18 accounts.

  Weekly report: Grocery retailPDF

• Fashion retail

  Four fashion retailers appeared in 899 contents from 223 accounts: Boyner 504, Zara 179, LC Waikiki 160 and Mango 58. Boyner (95.0% Stories), Zara and Mango (all Stories) are story-led; only LC Waikiki is reels-led (59.4%). All 237 contents of Zara and Mango are shopping-link Stories. 43.5% of Boyner's 504 contents came from two accounts.

  Weekly report: Fashion retailPDF

• Event ticketing

  Four ticketing platforms appeared in 1,045 contents from 365 accounts: Bubilet 678, Biletinial 213, Biletix 142 and Passo 97. Story share is 88.3% at Biletinial, 73.2% at Biletix and 71.8% at Bubilet; Passo is lowest (53.6%) and has the highest reels share (23.7%). The ticket link lives in the Story: 485 of Bubilet's 487 Story rows were link-matched to the platform. In 53 rows a caption names two or more platforms, so one reel can enter the count of three platforms.

  Weekly report: Event ticketingPDF

• Home electronics

  Three home electronics brands appeared in 183 contents from 143 accounts: Dyson 137, Kiwi 26 and Grundig 20. Dyson is the only brand with a reels base (62 reels); 59 of its 70 Stories were posted on 23–24 October, from 47 accounts. Kiwi and Grundig are almost entirely Stories. Dyson's content count rose from 72 in 12–18 October to 137, but the report calls the Story comparison not like-for-like, because the tracked base widened.

  Weekly report: Home electronicsPDF