Influencer Marketing Competitive Analysis · Home and kitchen

Executive summary

This report covers the 3 brands with the most creator content in Home and kitchen for the week of 19–25 October 2026.

• Contents2617 days · 271 brand assignments
• Creators18218 accounts in 2+ brands
• Story share56%of 271 brand assignments
• Largest volumeKaraca134 contents · 95 creators

Key findings

• On 19–25 October 2026, three home and kitchen brands appeared in 261 distinct contents from 182 accounts: Karaca 134, Tefal 77, Emsan 60.
• Formats diverged: reels share is 50.7% at Karaca; story share is 67.5% at Tefal and 76.7% at Emsan.
• In the weekly series (account-content rows), content fell for all three brands; reels rows rose from 59 to 70 at Karaca and from 11 to 12 at Emsan (12–18 → 19–25 October).
• Karaca's week had two waves: 8 pressure-cooker and Swiss Crystal recipe reels earned 3,939,071 plays; the Adana Container store anniversary was covered in 9 reels.
• Tefal's most-played reel was an iron video posted on 24 October: 1,577,722 plays; BİM's 23 October promo day was covered in 4 contents.
• Emsan's 30 October BİM cup announcement appeared in 4 reels; 23 of the 42 analysed stories carry on-screen price, code or discount text.
• Ad disclosure (#reklam/#işbirliği/#tanıtım) appears in non-story contents at 44.0% for Tefal, 25.9% for Karaca and 7.1% for Emsan.
• Deal accounts made up a large part of the volume: Karaca 50, Emsan 25, Tefal 24 contents; not read as collaboration.

What the comparison shows

• Format: Karaca reels 50.7%, story 41.0%; Tefal story 67.5%; Emsan story 76.7%.
• Scale: median followers Emsan 83,468, Tefal 71,133, Karaca 59,069; macro and mega content share Emsan 30.0%, Karaca 26.4%, Tefal 20.8%.
• Median reels plays: Tefal 40,396.5 (n=16), Karaca 32,211 (n=58), Emsan 12,332 (n=9).
• Repeat accounts carried 47.1% of Karaca's contents, 42.9% of Tefal's and 30.0% of Emsan's.
• Shared accounts (excluding deal and news accounts): Karaca–Tefal 4, Karaca–Emsan 3, Tefal–Emsan 0.

Comparison table

Volume, format, creator pool, disclosure and performance; brands ordered by 7-day volume.

Period 19 October – 25 October 2026. Format mix is by distinct content (Contents 7 d column); macro+mega share, repeat creator share, ad disclosure and co-authored post are over account-content rows (a post published jointly by two accounts is one content and two rows). Account-content rows: Karaca 136, Tefal 77, Emsan 60; posts and reels only: 81, 25, 14. Macro 250 K–1 M, mega 1 M+ followers. Repeat creator share: share of content produced by accounts that posted the brand 2+ times in the period. Ad disclosure: share of posts and reels carrying a #reklam / #işbirliği / #tanıtım tag; includes the 'Ücretsiz #reklam' tag on gifted products, excludes contents noted 'reklam değil/yok' (not an ad) or 'kendim aldım' (bought it myself) (stories are not part of this rate). Co-authored post: content published with Instagram's co-author feature. Plays are for reels only. ER = (likes + comments) rate, two separate medians: per follower for posts, per play for reels; the two use different denominators and are not comparable with each other. n = account-content rows entering the median; contents with hidden like counts excluded.

Visibility share, format and follower segment

Which brand is how visible, in which format and with accounts of what size?

Visibility share

Content count and share · n = 271 brand assignments

• Karaca: 134 · 49.4%
• Tefal: 77 · 28.4%
• Emsan: 60 · 22.1%

Creator count and share · n = 202 brand–account pairs

• Karaca: 95 · 47.0%
• Tefal: 57 · 28.2%
• Emsan: 50 · 24.8%

Format and follower segment

Format mix, content share · content count on the right

Follower segment, content share · macro+mega share on the right

Period 19 October – 25 October 2026; contents naming more than one brand were counted for each brand. Follower segment is by the account's current follower count.

Last 9 weeks (24 Aug–25 Oct 2026)

Campaign waves: which brand concentrated when?

• Karaca: 134 distinct contents / 7 d · 2,038 account-content rows / 9 weeks. Peak: week of 7 Sep, 346 account-content rows
• Tefal: 77 distinct contents / 7 d · 793 account-content rows / 9 weeks. Peak: week of 12 Oct, 147 account-content rows
• Emsan: 60 distinct contents / 7 d · 335 account-content rows / 9 weeks. Peak: week of 12 Oct, 84 account-content rows

Weekly number of account-content rows (a co-authored content is a separate row for each account; the distinct content count is in the comparison table) (weeks start on Monday), 24 August – 25 October 2026, n = 3,166 account-content rows. Each panel has its own vertical scale; see the previous page for levels across brands. The series shows nine weeks, from the week of 24 August to the report week, with the same matching. The tracked account base widened on 24–26 October: posts and reels of the new accounts were completed 90 days back, while their stories exist from the day they were added. Therefore story counts are not directly comparable across weeks; the weekly change was counted with the same matching in both weeks. The last point is the report week. Because the number of tracked accounts grew during the period, trends show direction; early weeks may look low.

Creator pool, disclosure and timing

Continuity with the same accounts or visibility with a broad pool? How is disclosure done, when is it posted?

Repeat and one-off creators

Disclosure and brand link

Ad label: #reklam/#işbirliği/#tanıtım (including gifted 'Ücretsiz #reklam'; excluding 'reklam değil/yok' (not an ad)), within posts+reels (n = account-content rows). Co-authored post, brand tag and Instagram paid-partnership label are over all account-content rows (counts in the comparison table note).

Posting day

Inline percent: distribution of contents across the days of the week (Turkey time). Dark cell marks the brand's busiest days; the last column is the busiest hour. n = the brand's 7-day account-content rows (Karaca 136 … Emsan 60).

Period 19 October – 25 October 2026.

Who with whom: creator overlap

Do rival brands work with the same creators?

Number of shared creators

Diagonal: the brand's creator count. Cell: number of accounts that posted both brands in the period. News and deal accounts excluded; n = 130 accounts, 7 accounts in 2+ brands.

Shared accounts between direct competitors

• Karaca – Tefal: 4 in common (Creator 01, Creator 02, Creator 03, Creator 04)
• Karaca – Emsan: 3 in common (Creator 05, Creator 06, Creator 07)

Regular creators posting for multiple brands · content count

• Creator 05 (86.9 K followers): Karaca 1, Emsan 1
• Creator 01 (68.1 K followers): Karaca 1, Tefal 1
• Creator 02 (21.7 K followers): Karaca 1, Tefal 1
• Creator 03 (14.1 K followers): Karaca 1, Tefal 1
• Creator 06 (13.1 K followers): Karaca 1, Emsan 1

News and deal accounts were excluded because they inflate the raw overlap.

Creative and communication comparison

How brands build their contents: type, tone, product placement, setting and call.

Content type

Tone

Product placement

Setting

Automatic visual and speech classification per creative; repeated identical visuals counted as one creative. n = analysed creatives.

Is the creator on camera? (videos)

Call to action

Period / occasion

Automatic visual and speech classification per creative; repeated identical visuals counted as one creative. n = analysed creatives.

Karaca

Figures, creative selection and summary

• Contents · 7 d13419–25 October 2026
• Creators95
• Format41% · 51% · 8%story · reels · post
• Median reels plays32.2 Kn = 58 reels
• ER · post0.26%median, per follower · n = 8
• ER · reels0.92%median, per play · n = 48
• Ad disclosure26%post+reels, n = 81 · co-authored post 4%

• Reels · Creator 08 · 794 K plays · 20 Oct
• Reels · Creator 09 · 780 K plays · 22 Oct
• Reels · Creator 10 · 252 K plays · 20 Oct
• Reels · Creator 11 · 132 K plays · 20 Oct
• Reels · Creator 12 · 170 K plays · 22 Oct
• Reels · Creator 13 · 32.0 K plays · 21 Oct
• Reels · Creator 05 · 922 K plays · 19 Oct
• Reels · Creator 14 · 794 K plays · 21 Oct
• Reels · Creator 15 · 424 K plays · 20 Oct
• Reels · Creator 16 · 17.9 K plays · 24 Oct

Summary

Karaca ran two waves on 19–25 October: pressure-cooker and Swiss Crystal recipe reels, and the Adana Container store anniversary discount.

• Karaca appeared in 134 contents from 95 accounts on 19–25 October 2026 (the highest volume of the three brands; 50.7% reels, 41.0% story).
• In the weekly series (account-content rows), reels rose from 59 in 12–18 October to 70; stories fell from 128 to 55, and the total dropped from 200 to 136 rows.
• 8 of the pressure-cooker and Swiss Crystal recipe reels earned 3,939,071 plays in total; 42.8% of the total plays of the 58 Karaca reels with a play count.
• Ad disclosure (#reklam/#işbirliği/#tanıtım) appears in 25.9% of the 81 non-story account-content rows; all 8 recipe reels have #reklam [ad] in the caption.
• 49.5% of accounts are nano or micro; 26.4% of contents come from macro and mega accounts; 50 of the 134 contents are from deal accounts.

Top posting accounts

Karaca · campaigns and collaborations

Campaigns that stood out in the period, with sample contents

Pressure-cooker and Swiss Crystal recipe reels

20–22 Oct 2026

Creators cooked recipes with the Karaca pressure cooker and Swiss Crystal series; in the transcripts of 5 of the 8 reels, the locking system, pressure gauge or one-hand closing is described.

• Creator 08: Meatball recipe with the Swiss Crystal series; 794,272 plays, #reklam [ad] in the caption.
• Creator 09: Reel describing the pressure cooker's six-point locking system in a borscht recipe; 779,511 plays, #reklam [ad].

Adana Container store 1st-anniversary discount

20–25 Oct 2026

Local creators announced an extra 10% discount at checkout on top of existing discounts on 23–25 October for the store's first anniversary; covered in 9 reels, 8 of them with a play count totalling 756,800.

• Creator 10: Reel touring the 2-storey, 2,000 m² store; 252,064 plays.
• Creator 11: #tanıtım [promotion] reel explaining the extra 10% checkout discount with its date; 131,867 plays.

Trousseau and new year collection

19–25 Oct 2026

The trousseau and new year series was covered in store tours: of 72 reels and posts, 25 mention trousseau and 8 mention new year, yılbaşı or christmas.

• Creator 12: Reel touring new year products in the store; 170,331 plays.
• Creator 13: Reel recommending Turkish coffee cups as a new year gift; 31,997 plays.

Karaca · strategy, creative and communication

Influencer strategy, creative approach, communication language and standout creatives

Creator strategy

• 49.5% of the 95 accounts are nano or micro; 26.4% of contents came from macro and mega accounts.
• 23 accounts posted 2 or more times and carried 47.1% of contents; the top account posted 7 contents (a deal account).
• The largest accounts are in stories: Creator 21 (2,345,987 followers), Creator 22 (1,619,835) and Creator 23 (1,580,646).
• 4 accounts in common with Tefal and 3 with Emsan (excluding deal and news accounts).
• 29.5% of accounts are in the shopping and deals category, 17.9% in food and drink.

Platform and format

• 68 reels, 55 stories, 11 posts; reels share 50.7%.
• Median reels plays 32,211 (n=58); ER per play 0.92% (n=48); 0.26% per follower on posts (n=8).
• Busiest day Tuesday (19.1%), at 14:00; 28 of the 54 analysed stories were on 24–25 October.

Creative approach

• 72.2% of the 126 analysed creatives are trials, reviews or store tours; 12.7% are recipes being cooked.
• Product is in focus in 45.2% and in hand in 27.8%; setting is 68.3% home, 28.6% store or grocery.
• 32.5% of creatives have no call to action; 27.0% link or swipe, 24.6% discount code.
• 42.7% of videos have speech (n=75); tone is 53.2% neutral, 29.4% informative.

Content structures

• Recipe reel: hook sentence, ingredients and preparation, usage details of the pressure cooker or pot, serving; the product description sits inside the recipe.
• Store tour: store and square metres, tour of shelves and series, date and discount rate.
• Trousseau suggestion: product close-up, price or campaign note, 'send it to your friend' call, link in the story.
• Story: product name and price as on-screen text; price, code or discount text in 22 of the 54 analysed stories.

Communication language

Informative language that explains through a recipe or store tour and highlights the price and campaign date.

“We are making that recipe you will get addicted to together”

“It is practical that the lid closes with one hand at the marked spot”

“Special for the store's first anniversary”

“send it to your friend who is preparing a trousseau and loves cups”

• The pressure-cooker descriptions rely on safety details: in the transcripts of 5 of the 8 recipe reels, the lock, pressure gauge or one-hand closing is mentioned.
• In the store reels, the date and rate are clear: 23–25 October, extra 10% at checkout.
• Ad disclosure (#reklam/#işbirliği/#tanıtım) in 25.9% of the 81 non-story account-content rows; #reklam [ad] in all 8 recipe reels.

Data note

• Part of the volume comes from deal accounts: 50 of the 134 contents; should not be read as collaboration.
• Reels plays are concentrated in a few videos: mean 158,686, median 32,211 (n=58).
• 10 contents tagged another brand together with Karaca (Tefal 6, Emsan 4); counted in both brands.

Standout creatives

• Creator 08: Meatball recipe with the Swiss Crystal series: 794,272 plays, ER per play 1.29%.
• Creator 09: Reel describing the pressure cooker's six-point locking system in a borscht recipe: 779,511 plays, ER per play 1.57%.
• Creator 10: Reel touring the Adana Container store anniversary: 252,064 plays, ER per play 0.27%.

Sub-brands and tags

Brand and sub-brand accounts · contents

• @karaca 32

Top hashtags · contents

• #karaca 28
• #çeyiz 11
• #çeyizhazırlıkları 6
• #home 4
• #indirim 4
• #adana 3

News and deal accounts excluded.

Tefal

Figures, creative selection and summary

• Contents · 7 d7719–25 October 2026
• Creators57
• Format68% · 27% · 5%story · reels · post
• Median reels plays40.4 Kn = 16 reels
• ER · post0.64%median, per follower · n = 4
• ER · reels1.39%median, per play · n = 15
• Ad disclosure44%post+reels, n = 25 · co-authored post 3%

• Reels · Creator 24 · 1.6 M plays · 24 Oct
• Reels · Creator 25 · 65.3 K plays · 19 Oct
• Reels · Creator 26 · 46.4 K plays · 23 Oct
• Post · Creator 27 · ER 2.2% per follower · 21 Oct
• Reels · Creator 28 · 41.2 K plays · 24 Oct
• Reels · Creator 29 · 7,647 plays · 24 Oct
• Reels · Creator 30 · 17.3 K plays · 23 Oct
• Reels · Creator 31 · 39.6 K plays · 20 Oct
• Reels · Creator 32 · 1.1 M plays · 20 Oct
• Reels · Creator 33 · 270 K plays · 19 Oct

Summary

Tefal worked story-heavy on 19–25 October; in reels it highlighted the BİM promo day and non-kitchen products (iron, vacuum cleaner, washing machine).

• Tefal appeared in 77 contents from 57 accounts on 19–25 October 2026; 67.5% story, 27.3% reels, 5.2% post.
• In the weekly series, content fell from 147 in 12–18 October to 77; the drop is in stories (from 124 to 52), reels slipped from 22 to 21.
• Ad disclosure (#reklam/#işbirliği/#tanıtım) appears in 44.0% of the 25 non-story contents; the highest rate of the three brands.
• The most-played reel is an iron video posted on 24 October: 1,577,722 plays; the brand's median reels plays is 40,396.5.
• 36.8% of accounts are nano or micro; 46.8% of contents are from mid-size and 20.8% from macro accounts.

Top posting accounts

Tefal · campaigns and collaborations

Campaigns that stood out in the period, with sample contents

BİM promo day (23 October)

21–23 Oct 2026

The arrival of Tefal products on the BİM promo shelf on Friday 23 October was covered in 4 contents (3 reels, 1 post); 3 of them from deal accounts. The transcript states a 6 L pressure cooker at 5,400 TL.

• Creator 27: Post announcing the Tefal pans coming to BİM; the caption has a 'reklam yoktur' [no ad] note.

Paid recipe reels

19–23 Oct 2026

Reels showing cooking products inside the recipe, with @tefalturkiye and #reklam [ad] in the caption.

• Creator 25: Chicken and rice menu with the Ingenio Fusion Core 9x; 65,262 plays, #reklam [ad].
• Creator 26: Freezer-prep recipe; 46,367 plays, ER per play 2.37%, has a collaboration note.

Non-kitchen products

24 Oct 2026

Home-care products such as a vacuum cleaner and a carpet and sofa washing machine were shown within creators' vlogs.

• Creator 28: #Reklam [ad] reel presenting the X-Force Flex vacuum cleaner in a pet-owning home context; 41,183 plays.
• Creator 29: Reel showing the sofa washing machine in a cleaning vlog; 7,647 plays.

Knife and chopper

20–23 Oct 2026

The Eversharp Pro knife and the 5-head chopper were featured in recipe and review reels where the product name appears in the caption.

• Creator 30: Reel presenting the Eversharp Pro knife through slicing a beef tenderloin; 17,262 plays.
• Creator 31: Reel introducing the 5-head chopper head by head; 39,610 plays, ER per play 2.04%.

Tefal · strategy, creative and communication

Influencer strategy, creative approach, communication language and standout creatives

Creator strategy

• 36.8% of the 57 accounts are nano or micro; 46.8% of contents are from mid-size and 20.8% from macro accounts.
• 13 accounts posted 2 or more times and carried 42.9% of contents; at most 5 contents.
• The largest accounts: Creator 38 (714,072 followers), Creator 39 (639,779, 2 contents) and Creator 40 (599,571).
• 4 accounts in common with Karaca (excluding deal and news accounts); none in common with Emsan.
• 24 of the 77 contents are from deal accounts.

Platform and format

• 21 reels, 52 stories, 4 posts; story share 67.5%.
• Median reels plays 40,396.5 (n=16); ER per play 1.39% (n=15); 0.64% per follower on posts (n=4).
• Busiest day Monday (26.0%), at 15:00; 15 of the 41 analysed stories were on 19 October.

Creative approach

• 74.6% of the 63 analysed creatives are trials and reviews, 15.9% recipes; 90.5% were filmed at home.
• Product is in focus in 57.1%; a face is visible in 88.6% of videos (n=35).
• Call to action: 36.5% discount code, 25.4% none, 19.1% follow the brand.
• 57.1% of videos have speech (n=35); tone is 49.2% neutral, 44.4% informative.

Content structures

• Recipe reel: warm-up or preparation, cooking steps, a short emphasis on a product feature (heat indicator), serving.
• Opening with doubt: on-screen text 'I regret buying it', the product at work, a 'link in highlights' note.
• Promo news: 'coming to BİM tomorrow', product and price list, 'send it to your friend' call.
• Story: product name, price and code as on-screen text; a discount code call in 22 of the 41 stories.

Communication language

Informative language that explains product features step by step and writes the price and code on screen.

“I came with a great menu for those who ask what to cook tonight”

“One product and five different heads”

“Good meat needs a good knife.”

“The pastry chef's freezer prep”

• Price, code or discount dominates the story on-screen text: in 24 of the 41 analysed stories; Hepsiburada is named in 5.
• In the BİM promo descriptions, prices are read out one by one in the transcript: 6 L pressure cooker 5,400 TL, 32 cm pan 1,050 TL.
• Ad disclosure (#reklam/#işbirliği/#tanıtım) in 44.0% of the 25 non-story contents; the pattern '@tefalturkiye with #reklam [ad]' in reels captions.

Data note

• The most-played reel received 3,196 likes and 111 comments on 1,577,722 plays; ER per play 0.21%.
• Mean reels plays 229,929, median 40,396.5 (n=16): a few videos determine the total.
• 6 contents tagged Karaca together with Tefal; counted in both brands.

Standout creatives

• Creator 24: The most-played Tefal reel of the week (1,577,722 plays): ironing different garments with the iron, with a message opening on a regret claim on screen.
• Creator 25: Chicken and rice menu with the Ingenio Fusion Core 9x: 65,262 plays, emphasis on the heat indicator.
• Creator 26: The pastry chef's freezer prep, part two: 46,367 plays, ER per play 2.37%.

Sub-brands and tags

Brand and sub-brand accounts · contents

• @tefalturkiye 12

Top hashtags · contents

• #tefal 4
• #profiterol 3
• #profiteroles 3
• #tatlitarifleri 3
• #çikolata 3
• #masterchef 2

News and deal accounts excluded.

Emsan

Figures, creative selection and summary

• Contents · 7 d6019–25 October 2026
• Creators50
• Format77% · 20% · 3%story · reels · post
• Median reels plays12.3 Kn = 9 reels
• ER · post—median, per follower · n = 0
• ER · reels0.99%median, per play · n = 8
• Ad disclosure7%post+reels, n = 14 · co-authored post 0%

• Reels · Creator 41 · 1.4 M plays · 23 Oct
• Reels · Creator 42 · 33.2 K plays · 21 Oct
• Reels · Creator 43 · 37.3 K plays · 21 Oct
• Reels · Creator 44 · 6,379 followers · 23 Oct
• Post · Creator 06 · 13.1 K followers · 22 Oct
• Reels · Creator 45 · 36.9 K followers · 20 Oct
• Reels · Creator 05 · 922 K plays · 19 Oct
• Story · Creator 46 · 2.5 M followers · 21 Oct
• Story · Creator 47 · 1.9 M followers · 21 Oct
• Story · Creator 48 · 1.8 M followers · 19 Oct

Summary

Emsan appeared on 19–25 October through price posts in stories and reels about the 30 October BİM cup announcement.

• Emsan appeared in 60 contents from 50 accounts on 19–25 October 2026; 76.7% story, 20.0% reels, 3.3% post.
• In the weekly series, content fell from 84 in 12–18 October to 60; stories fell from 72 to 46, reels rose from 11 to 12.
• 25 of the 60 contents are from deal accounts; 23 of the 42 analysed stories carry on-screen price, code or discount text.
• 16 of the 42 analysed stories were posted on 25 October (38.1%); 30.0% of contents were concentrated on Sunday.
• Median reels plays 12,332 (n=9), the lowest of the three brands; the most-played reel, with 1,383,442, is Creator 41's cake-mould video.

Top posting accounts

Emsan · campaigns and collaborations

Campaigns that stood out in the period, with sample contents

BİM promo: 30 October cup set

20–22 Oct 2026

4 of 12 reels announced Emsan's cup set coming to BİM on Friday 30 October; the price was shared as 999 ₺.

• Creator 43: Reel introducing the cup coming to BİM on 30 October; 37,269 plays.
• Creator 42: Reel announcing the 999 ₺ price of the 6-piece cup set; 33,215 plays.

Mini pot set and kitchen order

23 Oct 2026

The colour and wood-look handles of the Swiss Crystal mini pot set were described in the language of kitchen order.

• Creator 44: Reel showing the mini pot set with its colour and handles, with a 'reklam değil' [not an ad] note.

Coffee and Turkish coffee presentation

20–22 Oct 2026

Coffee of the day and Turkish coffee posts were published with the #emsan tag; no sales call.

• Creator 06: Coffee of the day post; tagged #emsan, with a 'reklam yok' [no ad] note.
• Creator 45: Reel about love of Turkish coffee; tagged #emsan.

Emsan · strategy, creative and communication

Influencer strategy, creative approach, communication language and standout creatives

Creator strategy

• 38.0% of the 50 accounts are nano or micro; 30.0% of contents come from macro and mega accounts (16.7% mega).
• The largest accounts: Creator 46 (2,513,352 followers), Creator 47 (1,944,243) and Creator 48 (1,805,498); all three in stories.
• 8 accounts posted 2 or more times; 30.0% of contents are from them; at most 3 contents.
• 3 accounts in common with Karaca; none in common with Tefal (excluding deal and news accounts).
• 38.0% of accounts are in the shopping and deals category; 25 of the 60 contents are from deal accounts.

Platform and format

• 12 reels, 46 stories, 2 posts; story share 76.7%.
• Median reels plays 12,332 (n=9); ER per play 0.99% (n=8).
• Busiest day Sunday (30.0%), at 22:00; 16 of the 42 analysed stories were on 25 October.

Creative approach

• 78.6% of the 56 analysed creatives are trials and reviews, 7.1% recipes; product is in focus in 78.6%.
• 87.5% of creatives were filmed at home; a face is visible in 78.3% of videos (n=23).
• Call to action: 42.9% link or swipe, 30.4% none, 21.4% discount code.
• Tone is 78.6% neutral; 21.7% of videos have speech (n=23).

Content structures

• BİM announcement: product close-up, a '30 October Friday at BİM' note, price, 'send it to your friend' call.
• Recipe reel: many ingredients in a single mould and the final plate; the Emsan name is in the user tag, not in the caption.
• Story: product name, price and code; the midi set priced at 1,499 TL was repeated in 6 stories.

Communication language

Neutral, short language that states the price and product name plainly.

“4 different cakes in one mould”

“You will love this cup, don't forget to send it to your friend”

“Emsan brand 6-piece cup set price 999 ₺”

“Those small details in the kitchen that lift your spirits”

• The name 'Emsan' is written on screen in 21 of the 42 analysed stories; 23 have price, code or discount wording.
• The date is fixed in the BİM announcements: 30 October appears in 3 of the 4 reels.
• Of the 14 non-story contents, 8 have an organic note such as 'reklam yok' [no ad]; an ad disclosure (#reklam/#işbirliği/#tanıtım) appears in only 1 (7.1%).

Data note

• The most-played reel (1,383,442 plays) mentions Emsan only through the user tag; the product name does not appear in the caption or the transcript.
• Mean reels plays 267,001, median 12,332 (n=9): a single video determines the total.
• 25 of the 60 contents are from deal accounts; BİM announcements are retail news, not collaboration; the on-screen text of 3 stories describes the Karaca campaign.

Standout creatives

• Creator 41: Four-cake recipe in a single mould: 1,383,442 plays, ER per play 1.41%; Emsan only in the user tag.
• Creator 42: Price announcement for the 6-piece cup set: 33,215 plays, ER per play 1.04%.
• Creator 43: Reel announcing the cup coming to BİM on 30 October: 37,269 plays.

Sub-brands and tags

Brand and sub-brand accounts · contents

• @emsan 6

Top hashtags · contents

• #emsan 5
• #autumm 2
• #bim 2
• #cozyhome 2
• #havuçlutarçınlıkek 2
• #recipe 2

News and deal accounts excluded.

Additional insights

Examples drawn from competitor activity that enrich the analysis; supporting data below.

Biggest rise in reels: Karaca

Karaca's reels rows (account-content rows) rose from 59 in 12–18 October to 70 in 19–25 October (18.6%); Emsan's reels rows rose from 11 to 12, Tefal's fell from 22 to 21; the total content of the three brands fell as stories declined.

Two weeks with the same matching, account-content rows: Karaca 200 → 136, Tefal 147 → 77, Emsan 84 → 60. Stories are affected by the widening of the account base on 24–26 October; reels were completed 90 days back.

Reel of the week

Excluding deal accounts, the sector's most-played reel was a Tefal reel posted on 24 October. The creator irons clothes; the on-screen text opens with a regret claim and turns into 'it irons so nicely', with the link in highlights.

Creator 24 (15,108 followers): 1,577,722 plays, 3,196 likes, 111 comments; ER per play 0.21%. @tefalturkiye and #reklam [ad] in the caption. A Karaca reel from an account flagged as a deal account has more, with 1,882,567 plays.

Story or reels?

Karaca leaned on reels, Tefal and Emsan on stories; half of the three brands' analysed stories carry price, code or discount text.

Story share: Emsan 76.7%, Tefal 67.5%, Karaca 41.0%. Price, code or discount text: in 22 of Karaca's 54 stories, 24 of Tefal's 41, 23 of Emsan's 42.

Creator spread

Karaca worked more with nano and micro accounts; the content share of mega accounts is 16.7% at Emsan, and Tefal has no mega accounts.

Account count: Karaca 95, Tefal 57, Emsan 50. Nano and micro account share: Karaca 49.5%, Emsan 38.0%, Tefal 36.8%. Content share of repeat accounts: 47.1%, 42.9%, 30.0%.

Deal accounts and BİM announcements

A significant part of the volume came from deal accounts; the BİM promo announcements appeared in 4 contents each at Tefal and Emsan and should be read as retail news.

Deal account share (content base): Karaca 50/134 (37.3%), Emsan 25/60 (41.7%), Tefal 24/77 (31.2%).

Pressure-cooker description

In the transcripts of 5 of Karaca's 8 pressure-cooker and Swiss Crystal recipe reels, the locking system, pressure gauge or one-hand closing is described.

#reklam [ad] in the caption of 8 of 8 reels; 3,939,071 plays in total, 42.8% of the total plays of the 58 Karaca reels with a play count.

Opportunities

Areas to differentiate for your brand, drawn from rivals' creator activity.

Opportunities for your brand

1. 1Karaca's pressure-cooker reels showed the safety feature inside the recipe. For your brand, showing product assurance within the recipe flow without a sales call can create a convincing distinction.
2. 2The Adana store reels gave the date and rate clearly. For your brand, gathering a dated store event into a single reel with local creators can be tried.
3. 3Tefal's most-played reel opened with doubt and closed by proving the product. For your brand, short test videos that open with a regret claim and prove the product can be tried.
4. 4At Tefal, pans, knives, vacuum cleaners, washing and irons were described by different creators. For your brand, a separate creator cluster per product group makes the message clearer.
5. 5Emsan's BİM announcements relied on creator cup videos and a fixed date. For your brand, short reels with price and date before the promo day can be tried.
6. 6In stories, price and code dominated; in the most-played reels, recipes and usage did. For your brand, splitting price in stories from usage description in reels can be tried.

Panel view: share and performance

Counted the way the Starlecta panel's comparison tabs count (catalogue matching), not with this report's brand matching; totals differ from the tables above by design. Same calculation as the panel's comparison tabs · 2026-10-19 to 2026-10-25 · all content types

Share of tracked content

• Tefal: 44.1% · 71 contents · 51 creators · −6.1 pp previous week
• Karaca: 21.7% · 35 contents · 29 creators · −0.5 pp previous week
• Emsan: 34.2% · 55 contents · 45 creators · +6.6 pp previous week

Performance

Measured counters, the Story model and the reach estimate are separate fields; none is added to another. —: no such counter in that row.

Counted with the panel's method (link evidence, verified account and hashtag tags).

Panel view: quality and audience

Counted the way the Starlecta panel's comparison tabs count (catalogue matching), not with this report's brand matching; totals differ from the tables above by design. Same calculation as the panel's comparison tabs · 2026-10-19 to 2026-10-25 · all content types

Quality (mean SQS)

• Tefal: 65.9 · 51 creators with SQS · Nano 71.9 · Micro 64.2 · Macro 66.6
• Karaca: 64.2 · 29 creators with SQS · Nano 75.6 · Micro 64.5 · Macro 62.8 · Mega 65.9
• Emsan: 64.6 · 45 creators with SQS · Nano 73.0 · Micro 66.4 · Macro 63.8 · Mega 56.9

Each row is the mean stored SQS (0–100) of the unique creators who shared the brand.

Audience (commenters)

• Tefal: Women 83% · Men 17% · Largest age band: 25-34 58% · Largest city: İstanbul 24% · Largest country: Türkiye 96%
• Karaca: Women 74% · Men 26% · Largest age band: 25-34 53% · Largest city: İstanbul 21% · Largest country: Türkiye 94%
• Emsan: Women 80% · Men 20% · Largest age band: 25-34 55% · Largest city: İstanbul 20% · Largest country: Türkiye 96%

Average of the sharing creators' commenter profiles (equal weight per creator). Commenters are a sample: not followers, not reached people.

Counted with the panel's method (link evidence, verified account and hashtag tags).

Method and limitations

Data source, brand matching, media analysis and limits.

Data source

• Turkish Instagram accounts Starlecta tracks: about 12 thousand at the start of the week; the tracked base widened to about 51 thousand on 24–26 October; posts, reels and stories.
• Period: 19 October – 25 October 2026 (7 days). Last 9-week series for the weekly trend (from the week of 24 August 2026).
• In total 261 contents, 182 distinct accounts; 10 contents naming more than one brand were counted separately for each brand.
• Followers, category and audience (gender, age, city) information come from Starlecta profile data.
• Even if a brand's tag, mention and link appear several times in the same content, the content was counted once for that brand.
• Posts from the brands' own accounts were not counted; contents removed for 19–25 October: Karaca 5 (5 stories); Tefal 4 (4 reels).

Brand matching

Brand and sub-brand account tags (@), hashtags and brand names in the description text. Brands were selected as the 3 brands with the most contents in the weekly ranking (tag and link matching; the brand's own account and deal accounts excluded). Frequently matched accounts:

• Karaca: @karaca
• Tefal: @tefalturkiye, @tefal
• Emsan: @emsan

Media analysis

• 241 unique creatives were analysed visually: images directly, videos through the opening frame and a 4-frame summary.
• 86 of the 90 reels in the period were analysed from the video itself: four frames, the opening frame and audio. The audio of the 56 videos with speech was transcribed; communication language was taken from these transcripts and the descriptions.
• For each creative, content type, tone, product placement, setting, whether the creator is on camera, call to action and period/occasion were classified; one of the unique creatives could not be classified.
• Repeats of the same image across different accounts (perceptual similarity) were grouped as a single creative.

Limits and reading notes

• The universe is not all of Instagram; absolute volumes are a lower bound. The number of tracked accounts grew over the last 9 weeks; weekly trends show direction.
• For story contents, visibility is measured by content count; ad disclosure and performance are computed over posts and reels. Ad disclosure includes the 'Ücretsiz #reklam' tag on gifted products; contents noted 'reklam değil/yok' (not an ad) or 'kendim aldım' (bought it myself) do not enter the rate.
• Sector news and deal/discount accounts were flagged separately; overlap and creative selections were prepared excluding these accounts.
• A brand name appearing is not evidence of a paid collaboration.
• The tracked account base widened on 24–26 October: posts and reels of the new accounts were completed 90 days back, while their stories exist from the day they were added. Therefore story counts are not directly comparable across weeks; the weekly change was counted with the same matching in both weeks.

Glossary

Terms used in the report and calculation notes.

Data glossary

Content

A post, reel or story naming the brand name, brand account or brand hashtag.

Creator

The tracked account that shared the content; brand accounts excluded.

Follower segment

Nano <10 K · Micro 10–50 K · Mid 50–250 K · Macro 250 K–1 M · Mega 1 M+.

Repeat creator

An account that posted the same brand 2+ times in the period.

Ad disclosure

#reklam, #işbirliği, #tanıtım tag (including gifted 'Ücretsiz #reklam'; excluded if noted 'reklam değil/yok' (not an ad) or 'kendim aldım' (bought it myself)); within posts and reels.

Co-authored post

Content published jointly by two accounts with Instagram's co-author feature.

Paid partnership

Instagram's 'Paid partnership' label.

Plays

Number of reel plays; measured only for reels.

ER

Engagement rate, percent: for reels (likes + comments) / plays (per play), for posts (likes + comments) / followers (per follower). Medians are given separately for the two types; they are not comparable because the denominators differ.

Overlap

Number of accounts that posted both brands in the period; news and deal accounts excluded.

News / deal account

Accounts that share sector news or discounts; flagged separately.

Method notes

• Period 19–25 October 2026 (Monday–Sunday, Turkey time); brands are the top three brands with the most contents in the weekly ranking.
• 86 of the 90 reels in the period were analysed from the video itself.
• The weekly series is account-content rows (distinct contents are counted in the table); change is from the nine-week series with the same matching; percentages are given only for a content base of 10 and above.
• Contents of deal accounts are included in the counts; they were not shown as collaboration examples.
• Play, like and follower values were taken from the data reading of 29 October 2026.
• Timestamps were interpreted as Turkey time (UTC+3).
• Contents naming more than one brand were counted separately for each brand; totals may exceed the content count.
• Co-authored contents published on multiple accounts with the same description and time are separate rows per account.
• Audience distributions are averages weighted by creators' follower counts.