--- kind: sector_report lang: en sector: home-electronics week: 2026-w43 period_start: 2026-10-19 period_end: 2026-10-25 pdf: https://starlecta.com/reports/weekly/Starlecta_Weekly_ev-elektronigi_1910-25102026_EN.pdf --- # Influencer Marketing Competitive Analysis · Home electronics *Starlecta weekly sector report · Week of 19–25 October 2026* > **Licence:** © 2026 Starlecta FZCO. All rights reserved. You may quote the data and figures with a citation to Starlecta and this page's address, and share the report unchanged with the Starlecta logo and attribution. Any other use, including edited or re-branded copies, needs written permission (starlecta.com/en/terms). This report covers the 3 brands with the most creator content in Home electronics for the week of 19–25 October 2026. In the week of 19–25 October, Dyson reached the highest volume of the three brands with 137 contents; 51.1% of them were stories and 45.3% reels. On 19–25 October, 96.2% of Kiwi's 26 contents and 100.0% of Grundig's 20 contents were stories. ## Key figures - **Contents:** 183 (unique stories, reels and posts naming a brand) - **Creators:** 143 (distinct accounts) - **Brands:** 3 (Dyson, Kiwi, Grundig) - **Most contents:** Dyson (137 contents) [Full report (PDF)](https://starlecta.com/reports/weekly/Starlecta_Weekly_ev-elektronigi_1910-25102026_EN.pdf) · 24 pages, 1.3 MB Key figures as data: [JSON](https://starlecta.com/en/research/turkey/home-electronics/2026-w43/data.json) · [CSV](https://starlecta.com/en/research/turkey/home-electronics/2026-w43/data.csv) Brand names are real; influencer names, handles, avatars and post links are removed and content images are blurred. ## Full text (anonymised) Published 30 October 2026 · Period 19–25 October 2026 · Counters read 29 October 2026 · Instagram · universe of tracked Turkish content creators Starlecta weekly sector report Influencer Marketing Competitive Analysis Home electronics 19 October – 25 October 2026 (7 days) · Instagram posts, reels and stories · 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 Dyson Kiwi Grundig This report covers the 3 brands with the most creator content in Home electronics for the week of 19–25 October 2026. All 63 reels in the period were analysed from the video itself. | Contents | Creators | Brand | Period | |---|---|---|---| | 183 contents naming a brand | 143 distinct accounts | 3 home electronics brands | 7 days | Prepared by: Starlecta Contents 01 · Summary Executive summary 2 Comparison table 3 02 · Method Scope and method 4 03 · Comparative view Visibility share, format, segment 5 Last 9 weeks (24 Aug–25 Oct 2026) 6 Creator pool, disclosure, timing 7 Creator overlap 8 04 · Creative and communication Creative comparison 9 Creative comparison (continued) 10 05 · Brand profiles Dyson 11 Kiwi 14 Grundig 17 06 · Insights and opportunities Additional insights 20 Opportunities 21 Appendix Data glossary and method notes 22 Based on creator posts that name the brand; not confirmation of a paid collaboration. 1 / 22 --- Competitive Analysis · Home electronics · 19 Oct – 25 Oct 2026 Summary 01 ### Executive summary This report covers the 3 brands with the most creator content in Home electronics for the week of 19–25 October 2026. Contents 183 7 days · 183 brand assignments Creators 143 8 accounts in 2+ brands Story share 63% of 183 brand assignments Largest volume Dyson 137 contents · 108 creators Key findings - On 19–25 October 2026, three home electronics brands appeared in 183 contents from 143 accounts: Dyson 137, Kiwi 26, Grundig 20. - Of the 183 contents, 115 were stories, 63 reels and 5 posts; Kiwi and Grundig were almost entirely stories and link-matched. - Rising brand of the week, Dyson: its content count rose from 72 in 12–18 October to 137; reels from 37 to 62, stories from 34 to 70; the story comparison is not like-for-like. - 59 of Dyson's 70 stories were posted on 23–24 October; a buy-one-get-one-free campaign stood out in this wave. - The most-played reel of the week was a Dyson Air Smooth review posted on 25 October: 1,055,838 plays. - 10 of Kiwi's 26 contents were posted on 25 October; the stories clustered around yoghurt, pancake, carpet-washing and epilator products. - In Grundig's 20 stories, hair straighteners, hair dryers and coffee machines stood out; 7 came from deal accounts. - Deal accounts made up 26.3% (36) of Dyson's contents, 35.0% (7) of Grundig's and 11.5% (3) of Kiwi's. What the comparison shows - Format: Dyson 51.1% story, 45.3% reels, 3.6% post; Kiwi 96.2% story; Grundig 100.0% story. - Scale: median followers Dyson 84,909, Kiwi 97,698, Grundig 119,441; macro and mega account share 25.6%, 19.2% and 20.0%. - Repeat accounts carried 34.3% of Dyson's contents (the top three posters are deal accounts); 7.7% for Kiwi, 15.0% for Grundig. - Shared accounts: Dyson–Grundig 3, Dyson–Kiwi 1, Kiwi–Grundig 1; news and deal accounts excluded. - A reels base exists only at Dyson: 62 reels, median plays 26,424; Kiwi has 1 reel, Grundig 0. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Home electronics · 19 Oct – 25 Oct 2026 Summary 01 ### Comparison table Volume, format, creator pool, disclosure and performance; brands ordered by 7-day volume. | Brand | Contents 7 d | Creators | Format mix story · reels · post | Macro+mega content share | Repeat creator share | Ad disclosure | Co-authored post | Median reels plays | Median ER post per follower | Median ER reels per play | |---|---|---|---|---|---|---|---|---|---|---| | Dyson | 137 | 108 | 51% · 45% · 4% | 25.6% | 34.3% | 43.3% | 1.5% | 26.4 K n=59 | 0.15% n=2 | 0.63% n=49 | | Kiwi | 26 | 25 | 96% · 4% · 0% | 19.2% | 7.7% | 0.0% | 0.0% | 213 n=1 | — n=0 | — n=0 | | Grundig | 20 | 18 | 100% · 0% · 0% | 20.0% | 15.0% | — | 0.0% | — n=0 | — n=0 | — n=0 | Story Reels Post Period 19 October – 25 October 2026. Format and macro+mega share are by content; 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 = contents entering the median; contents with hidden like counts excluded. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Home electronics · 19 Oct – 25 Oct 2026 Method 02 ### Scope and method 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 183 contents, 143 distinct accounts; the 0 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 by the brands' own accounts were not counted. Brand matching Brand and sub-brand account tags (@), hashtags and brand names in the caption text. The brands were selected as the top 3 with the most contents in the weekly ranking (tag and link matching; the brand's own account and deal accounts excluded). In this story- and link-heavy sector, the minimum of 5 reels was not applied to the 19–25 October selection. Frequently matched accounts: Dyson @dyson Kiwi Grundig Media analysis - 169 unique creative images were analysed: images directly, videos through the opening frame and a 4-frame summary. - All 63 reels in the period were analysed from the video itself: four frames, the opening frame and the audio. The audio of the 52 videos containing speech was transcribed; the communication language was taken from these transcripts and the captions. - For each creative, the content type, tone, product placement, setting, whether the creator is on camera, call to action and period/occasion were classified; one unique creative was left unclassified. - 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. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Home electronics · 19 Oct – 25 Oct 2026 Comparison 03 ### 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 = 183 brand assignments Creator count and share · n = 151 brand–account pairs Format and follower segment Format mix, content share · content count on the right 51 45 96 100 Story Reels Post Follower segment, content share · macro+mega share on the right 11 26 38 24 35 38 15 30 50 20 Nano <10 K Micro 10–50 K Mid 50–250 K Macro 250 K–1 M Mega 1 M+ 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. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Home electronics · 19 Oct – 25 Oct 2026 Comparison 03 ### Last 9 weeks (24 Aug–25 Oct 2026) Campaign waves: which brand concentrated when? Dyson 137 distinct contents / 7 d · 815 account-content rows / 9 weeks Peak: week of 19 Oct, 137 account-content rows Kiwi 26 distinct contents / 7 d · 169 account-content rows / 9 weeks Peak: week of 12 Oct, 29 account-content rows Grundig 20 distinct contents / 7 d · 122 account-content rows / 9 weeks Peak: week of 12 Oct, 24 account-content rows 7-day analysis period 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 = 1,106 account-content rows. Each panel's vertical scale is its own; 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: the posts and reels of the new accounts were filled in 90 days back, while their stories exist from the day they were added. Story counts are therefore not directly comparable across weeks; the weekly change was counted over two weeks with the same matching. The last point is the report week. Because the number of tracked accounts grew during the period, trends indicate direction only; early weeks may look low. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Home electronics · 19 Oct – 25 Oct 2026 Comparison 03 ### 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 18 / 108 accounts posted 2+ times · up to 6 contents from a single account 1 / 25 accounts posted 2+ times · up to 2 contents from a single account 1 / 18 accounts posted 2+ times · up to 3 contents from a single account Contents of repeat accounts One-off Disclosure and brand link | Brand | Ad label | Co-authored post | Brand tag | Paid partnership | n | |---|---|---|---|---|---| | Dyson | 43% | 2% | 2% | 1% | 67 | | Kiwi | 0% | 0% | 0% | 0% | 1 | | Grundig | — | 0% | 0% | 0% | 0 | Ad label: #reklam/#işbirliği/#tanıtım (including gifted 'Ücretsiz #reklam'; excluding 'reklam değil/yok' (not an ad)), within posts+reels (n). Co-authored post, brand tag and Instagram paid-partnership label are over all contents. Posting day Mon Tue Wed Thu Fri Sat Sun Hour Dyson 6 15 10 10 24 27 10 22:00 Kiwi 8 15 12 4 15 8 38 20:00 Grundig 15 20 10 15 30 0 10 15:00 Row percentages: distribution of contents across days of the week (Turkey time). A dark cell marks the brand's busiest days; the last column is the busiest hour. n = the brand's 7-day content count (Dyson 137 … Grundig 20). Period 19 October – 25 October 2026. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Home electronics · 19 Oct – 25 Oct 2026 Comparison 03 ### Who with whom: creator overlap Do rival brands work with the same creators? Number of shared creators | | Dyson | Kiwi | Grundig | |---|---|---|---| | Dyson | 85 | 1 | 3 | | Kiwi | 1 | 22 | 1 | | Grundig | 3 | 1 | 13 | Diagonal: the brand's creator count. Cell: number of accounts that posted both brands in the period. News and deal accounts excluded; n = 115 accounts, 5 accounts in 2+ brands. Shared accounts between direct competitors Creator 01 Creator 02, Creator 03, Creator 04 Creator 05 Regular creators posting for multiple brands · content count Kiwi 1 Grundig 1 Dyson 3 Grundig 1 Dyson 1 Kiwi 1 Dyson 1 Grundig 1 Dyson 1 Grundig 1 News and deal accounts were excluded because they inflate the raw overlap. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Home electronics · 19 Oct – 25 Oct 2026 Creative 04 ### Creative and communication comparison How brands build their contents: type, tone, product placement, setting and call. Content type 70 14 10 80 12 100 Trial / review Unboxing Recipe / kitchen Lifestyle vlog Informative / educational Other Tone 52 29 11 48 44 78 17 Neutral Informative Fun / humorous Energetic / youthful Aspirational / aesthetic Other Product placement 57 25 17 36 28 36 67 28 Product in focus Product in hand In the background Other Setting 91 100 100 Home Market / store Car Studio Other Automatic visual and speech classification per creative; repeated identical visuals counted as one creative. n = analysed creatives. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Home electronics · 19 Oct – 25 Oct 2026 Creative 04 ### Creative and communication comparison (continued) How brands build their contents: type, tone, product placement, setting and call. Is the creator on camera? (videos) 88 11 75 25 100 Face visible Hands only Not visible Other Call to action 22 42 27 16 40 40 61 17 22 Discount code None Link / swipe Follow the brand Other Period / occasion 49 51 80 20 56 39 No occasion New product launch Holiday / travel Other Automatic visual and speech classification per creative; repeated identical visuals counted as one creative. n = analysed creatives. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Home electronics · 19 Oct – 25 Oct 2026 Brand 05 ### Dyson Figures, creative selection and summary Contents · 7 d 137 19–25 October 2026 Creators 108 Format 51% · 45% · 4% story · reels · post Median reels plays 26.4 K n = 59 reels ER · post 0.15% median, per follower · n = 2 ER · reels 0.63% median, per play · n = 49 Ad disclosure 43% posts+reels, n = 67 · co-authored post 2% Reels Creator 06 1.1 M plays · 25 Oct Reels Creator 07 411 K plays · 21 Oct Reels Creator 08 83.8 K plays · 21 Oct Story Creator 09 298 K followers · 23 Oct Story Creator 10 14.0 K followers · 24 Oct Reels Creator 11 51.7 K plays · 25 Oct Reels Creator 12 199 K plays · 25 Oct Reels Creator 13 37.2 K plays · 20 Oct Reels Creator 14 1.1 M plays · 20 Oct Reels Creator 15 242 K plays · 20 Oct Summary Dyson appeared in 137 contents from 108 accounts on 19–25 October; a buy-one-get-one-free story wave on 23–24 October and hair-styler review reels stood out. - Dyson appeared in 137 contents from 108 accounts on 19–25 October 2026: 70 stories (51.1%), 62 reels (45.3%) and 5 posts (3.6%). - The content count rose from 72 in 12–18 October to 137: reels from 37 to 62, stories from 34 to 70, posts from 1 to 5. - 59 of the 70 stories were posted on 23–24 October; in 29 of the 61 stories analysed, the on-screen text or speech mentions a freebie, gift or campaign. - 36 of the 137 contents (26.3%) came from deal accounts; the remaining 101 contents came from 85 accounts. - Median reels plays 26,424; the most-played reel, with 1,055,838, is an Air Smooth review posted on 25 October. Top posting accounts | Account | Category | Followers | Contents | |---|---|---|---| | Creator 16 deal | Shopping & deals | 115 K | 6 | | Creator 17 deal | Shopping & deals | 485 K | 5 | | Creator 18 deal | Travel | 457 K | 4 | | Creator 02 | Fashion & style | 501 K | 3 | | Creator 19 | Food & drink | 176 K | 3 | Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Home electronics · 19 Oct – 25 Oct 2026 Brand 05 ### Dyson · campaigns and collaborations Campaigns that stood out in the period, with example contents Campaign 29 of the 61 stories analysed mention a freebie, gift or campaign: a PencilVac gift with a wet floor cleaner purchase; 59 of the 70 stories on 23–24 October, from 47 accounts. Creator 09 Creator 10 - Creator 09 A story saying, in speech, that buying one vacuum earns a second one, showing the product page and link; 23 October. - Creator 10 A story announcing, in on-screen text, that PencilVac is free with Clean+Wash; 24 October. Campaign Of the 60 reels analysed, 9 mention Air Smooth in the caption or speech and 12 mention Airwrap; creators show their hair to the camera and tell their own experience. Creator 06 Creator 11 - Creator 06 An Air Smooth review holding the brush attachments and showing the hair result; 1,055,838 plays. - Creator 11 A #reklam (#ad) reel describing an Air Smooth routine for voluminous, wavy hair; 51,652 plays. Campaign Reels explaining how to clean the vacuum's parts and the purchase experience; V12 and PencilVac are mentioned. Creator 07 Creator 12 - Creator 07 A reel showing step by step which parts are washed and which are wiped with a damp cloth; 410,916 plays. - Creator 12 A reel showing the receipt and saying they bought the PencilVac with their own money; 198,970 plays. Campaign Creator 13 presented Dyson in two reels through the kitchens of Michelin-starred chefs; the captions carry #reklam (#ad) and a brand account tag. Creator 13 Creator 13 - Creator 13 A reel with the on-screen text VOGUE x Dyson, showing Dyson equipment in a chef's kitchen; 37,233 plays. - Creator 13 The second reel of the same series; chef narration and kitchen scenes; 17,239 plays. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Home electronics · 19 Oct – 25 Oct 2026 Brand 05 ### Dyson · strategy, creative and communication Influencer strategy, creative approach, communication language and standout creatives Creator strategy - 39.8% of 108 accounts are nano or micro; median followers 84,909, and 25.6% of contents come from macro and mega accounts. - Deal accounts carried 36 contents (23 accounts); the top posters were Creator 16 (6), Creator 17 (5) and Creator 18 (4). - Repeat posters outside deal accounts are few: Creator 02 and Creator 19 posted three each; Creator 14, Creator 15 and Creator 13 posted two contents each. - Large accounts: Creator 20 (1,619,835 followers) posted two stories, Creator 13 (697,877) two reels. - 3 accounts shared with Grundig (Creator 02, Creator 03, Creator 04) and 1 with Kiwi (Creator 01); deal accounts excluded. Platform and format - 62 reels, 70 stories, 5 posts; story share 51.1%. All 70 stories were matched to a product link, 59 of them on 23–24 October. - Median reels plays 26,424 (59 reels); median ER per play 0.63% (n=49). Post base 2, ER not shown. - Busiest day Saturday (27.0%), busiest hour 22:00. Creative approach - Of the 126 unique creatives analysed, 69.8% are trials and reviews, 14.3% unboxings and 10.3% lifestyle vlogs. - The product is in the foreground in 57.1% and in hand in 25.4%; 91.3% of creatives were shot at home. - In videos (n=84), a face is visible in 88.1%; 45.2% of videos contain speech. - Call to action: 27.0% link or swipe, 22.2% discount code, 8.7% follow the brand; 42.1% have no call to action. Content structures - Face-to-camera review: the creator holds the device, shows the attachments and frames the hair result (Creator 06). - Care guide: the parts are shown one by one and which to wash is explained (Creator 07). - Couple sketch: one comes home with a Dyson V15s Detect Submarine box and a dialogue unfolds (Creator 08). - Story wave: a campaign sentence in on-screen text, followed by the product link; 59 of them on 23–24 October. Communication language In reels, an informative language that tells personal experience and goes into product detail; in stories, campaign and price language dominates. “Stop before cleaning your Dyson vacuum! We don't wash every part” “I promise I'll give my objective opinions.” “The receipt is in the video, I bought a Dyson Pencilvac, I'll show you if it works” “My thoughts on the Dyson Airsmooth, tried, shown and honest, are here” - 43.3% of the 67 non-story contents carry an ad disclosure (#reklam/#işbirliği/#tanıtım); deal accounts also use #reklam (#ad). - 19 of the non-story contents carry an organic note such as 'reklam yok' (not an ad) or 'kendim aldım' (bought it myself). - In reels language, comparison and question hooks stand out: I'm showing whether it works, which do you think lasts longer. Data note - Deal accounts are 26.3% of contents and lead the repeat accounts; this inflates the 34.3% repeat share. - 59 of the stories were piled into two days and the account base widened on 24–26 October; the story increase is not comparable to the reels increase. - Average reels plays 81,903, median 26,424: the picture rests on a few highly played reels. Standout creatives Creator 06 The brand's most-played reel (1,055,838 plays): a review showing the Air Smooth brushes, saying they bought it with their own money. Creator 07 A care guide showing the rule for washing vacuum parts; 410,916 plays. Creator 08 Couple sketch: a dialogue starts when one arrives with a Dyson V15s Detect Submarine box; 83,796 plays. Sub-brands and tags Brand and sub-brand accounts · contents @dyson 2 Top hashtags · contents #dyson 43 #dysonairwrap 8 #dysonairsmooth 4 #saç 4 #grwm 3 #temizlik 3 News and deal accounts excluded. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Home electronics · 19 Oct – 25 Oct 2026 Brand 05 ### Kiwi Figures, creative selection and summary Contents · 7 d 26 19–25 October 2026 Creators 25 Format 96% · 4% · 0% story · reels · post Median reels plays 213 n = 1 reels ER · post — median, per follower · n = 0 ER · reels — median, per play · n = 0 Ad disclosure 0% posts+reels, n = 1 · co-authored post 0% Story Creator 21 1.3 M followers · 24 Oct Story Creator 22 162 K followers · 20 Oct Story Creator 23 239 K followers · 23 Oct Story Creator 24 138 K followers · 25 Oct Story Creator 25 50.8 K followers · 25 Oct Story Creator 26 82.1 K followers · 25 Oct Story Creator 01 393 K followers · 21 Oct Story Creator 27 362 K followers · 25 Oct Story Creator 28 619 K followers · 20 Oct Story Creator 05 501 K followers · 20 Oct Summary Kiwi appeared in 26 contents from 25 accounts on 19–25 October; almost all were stories, and the products range from yoghurt and pancake makers to a carpet-washing machine. - Kiwi appeared in 26 contents from 25 accounts on 19–25 October 2026: 25 stories (96.2%) and 1 reel (3.8%); all link-matched. - The content count fell from 29 in 12–18 October to 26; in both weeks almost all contents were stories, so the change is not comparable. - 10 of the 26 contents were posted on 25 October; the stories clustered around yoghurt, pancake and waffle, carpet-washing and facial epilator products. - Median followers 97,698; 19.2% of contents come from macro and mega accounts and 7.7% from repeat accounts. Top posting accounts | Account | Category | Followers | Contents | |---|---|---|---| | Creator 29 | Family & parenting | 15.8 K | 2 | | Creator 21 | Lifestyle | 1.3 M | 1 | | Creator 28 | Comedy | 619 K | 1 | | Creator 05 | Home & living | 501 K | 1 | | Creator 01 | Family & parenting | 393 K | 1 | Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Home electronics · 19 Oct – 25 Oct 2026 Brand 05 ### Kiwi · campaigns and collaborations Campaigns that stood out in the period, with example contents Campaign 5 of the 24 unique stories analysed show a sofa or carpet washing machine; 4 are from non-deal accounts and most leave a link. Creator 24 Creator 25 - Creator 24 A story showing the washed attachments and saying the link is left for those who ask; 25 October. - Creator 25 A story with the on-screen text 'One Device, Many Surfaces' describing curtain, sofa and carpet cleaning; 25 October. Campaign Three stories present the Kiwi 6810 rechargeable epilation device; two carry #reklam (#ad) and #kiwi_turkiye in the on-screen text. Creator 22 Creator 26 - Creator 22 A story presenting the Kiwi Cap 6810 as a favourite care product and describing its LED light and Type C charging; 20 October. - Creator 26 A story describing the 6810 as a solution for facial hair, tagged #reklam (#ad); 25 October. Campaign Of 24 unique stories, 4 show the yoghurt maker and 6 the pancake or waffle maker; price drops and stock emphasis are frequent. Creator 01 Creator 27 - Creator 01 A story showing how the yoghurts turned out and recommending the machine as it is on sale; 21 October. - Creator 27 A story showing cat-faced pancakes and writing that the machine is affordable for the first time in a long while; 25 October. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Home electronics · 19 Oct – 25 Oct 2026 Brand 05 ### Kiwi · strategy, creative and communication Influencer strategy, creative approach, communication language and standout creatives Creator strategy - 40.0% of 25 accounts are nano or micro; median followers 97,698, and 19.2% of contents come from macro and mega accounts. - A single account posted at most 2 contents (Creator 29); repeat accounts carried 7.7% of contents. - Large accounts: Creator 21 (1,323,307 followers), Creator 28 (618,528) and Creator 05 (500,895) posted stories. - 1 account shared with Dyson (Creator 01) and 1 with Grundig (Creator 05); deal accounts excluded. Platform and format - 25 stories and 1 reel; story share 96.2%. The single reel is from a deal account with 213 plays; ER not shown. - Busiest day Sunday (38.5%), busiest hour 20:00; all contents are link-matched. Creative approach - Of the 25 unique creatives analysed (24 stories, 1 reel), 80.0% are trials and reviews, 12.0% recipes and 8.0% unboxings. - The product is in the foreground in 36.0%, in the background in 36.0% and in hand in 28.0%; all were shot at home. - In videos (n=16), a face is visible in 75.0% and only hands in 25.0%; 62.5% of videos contain speech. - Call to action: 40.0% link or swipe, 16.0% discount code, 4.0% follow the brand; 40.0% have no call to action. Content structures - Short story: the product or the recipe made is shown, and on-screen text gives the price or link. - Story with speech: the creator holds the device and lists its features (epilator, grinder, steamer). - Recipe story: the pancake and yoghurt results are shown and the machine is mentioned with a price note. Communication language Plain language that shows the product in use at home and notes the price and link; stories have no caption, the text comes from on-screen text and speech. “Kiwi Cap 6810 rechargeable epilation device” “I'll leave the link for those who ask.” “Unwanted hair on the face can sometimes be annoying.” “Yoghurt maker at rock-bottom price” - Stories have no likes, plays or caption; the text was read only from on-screen text and speech. - In two of the three epilator stories, the on-screen text carries #reklam (#ad) and #kiwi_turkiye. - The language is mostly product name, price and link notices; little long narration. Data note - The base is small: 26 contents, 25 accounts; product and creator comparisons are a view of 19–25 October, not a trend. - Stories have no metrics; 3 contents are from deal accounts (2 stories and 1 reel). - Story counts are not directly comparable across weeks because the account base widened. Standout creatives Creator 21 The account with the most followers (1,323,307): a story describing a travel iron while ironing; the on-screen text carries an ad note. Creator 22 A story describing the Kiwi Cap 6810 epilator's LED light and Type C charging. Creator 23 A story with speech showing a steamer with 20 attachments part by part. Sub-brands and tags Brand and sub-brand accounts · contents The brand match came from hashtags and description text. Top hashtags · contents — News and deal accounts excluded. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Home electronics · 19 Oct – 25 Oct 2026 Brand 05 ### Grundig Figures, creative selection and summary Contents · 7 d 20 19–25 October 2026 Creators 18 Format 100% · 0% · 0% story · reels · post Median reels plays — n = 0 reels ER · post — median, per follower · n = 0 ER · reels — median, per play · n = 0 Ad disclosure — posts+reels, n = 0 · co-authored post 0% Story Creator 30 379 K followers · 22 Oct Story Creator 05 501 K followers · 23 Oct Story Creator 31 76.3 K followers · 21 Oct Story Creator 32 107 K followers · 21 Oct Story Creator 04 77.9 K followers · 19 Oct Story Creator 33 132 K followers · 20 Oct Story Creator 34 700 K followers · 22 Oct Story Creator 03 241 K followers · 23 Oct Story Creator 35 202 K followers · 22 Oct Story Creator 36 72.1 K followers · 20 Oct Summary Grundig appeared in 20 stories from 18 accounts on 19–25 October; hair straighteners, hair dryers and coffee machines stood out, and the call was mostly a discount code. - Grundig appeared in 20 contents from 18 accounts on 19–25 October 2026; all stories and link-matched. - The content count fell from 24 in 12–18 October to 20; there was 1 reel in 12–18 October and none in 19–25 October. The story change is not comparable. - 7 of the 20 contents are from deal accounts; the 13 non-deal contents come from 13 accounts and revolve around hair straighteners, coffee machines and hair dryers. - Median followers 119,441, the highest of the three brands; 20.0% of contents come from macro accounts. Top posting accounts | Account | Category | Followers | Contents | |---|---|---|---| | Creator 37 deal | Shopping & deals | 11.3 K | 3 | | Creator 34 | Unclear | 700 K | 1 | | Creator 05 | Home & living | 501 K | 1 | | Creator 02 | Fashion & style | 501 K | 1 | | Creator 30 | Lifestyle | 379 K | 1 | Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Home electronics · 19 Oct – 25 Oct 2026 Brand 05 ### Grundig · campaigns and collaborations Campaigns that stood out in the period, with example contents Campaign Three stories present the air-blow hair straightener; in two, the speech describes the LED screen and heat settings, and in two the on-screen text carries the code Grundig200. Creator 30 Creator 05 - Creator 30 A story describing the device that dries and straightens hair, reminding the code in on-screen text; 22 October. - Creator 05 A story showing the travel bag and LED screen and recommending it with the code Grundig200; 23 October. Campaign Three non-deal stories show a coffee machine, two of them in home use; one with a 'reklam yok' (not an ad) note. Creator 31 Creator 32 - Creator 31 A story holding the machine in hand, with the on-screen text 'my fully automatic coffee machine'; 21 October. - Creator 32 A story describing the taste difference in coffee, with a 'reklam yok' (not an ad) note; 21 October. Campaign The HD 3361 hair dryer was shared in stories on 19–20 October with emphasis on the product name, price and discount code. Creator 04 Creator 33 - Creator 04 A story giving the product name and its 899 TL price in on-screen text; 19 October. - Creator 33 A story giving, in on-screen text, a 100 TL discount code in the basket at Hepsiburada; 20 October. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Home electronics · 19 Oct – 25 Oct 2026 Brand 05 ### Grundig · strategy, creative and communication Influencer strategy, creative approach, communication language and standout creatives Creator strategy - 22.2% of 18 accounts are nano or micro; 55.6% mid, 22.2% macro; median followers 119,441. - The top poster Creator 37 (3 stories) is a deal account; 13 non-deal accounts posted one content each. - Large accounts: Creator 34 (700,290 followers), Creator 05 (500,895) and Creator 02 (500,533) posted stories. - 3 accounts shared with Dyson (Creator 02, Creator 03, Creator 04) and 1 with Kiwi (Creator 05); deal accounts excluded. Platform and format - 20 stories; story share 100.0%, no reels or posts. All stories were matched to a product link. - Busiest day Friday (30.0%), busiest hour 15:00; 6 stories were published on 23 October. Creative approach - All 18 unique stories analysed (100.0%) are trials and reviews; the product is in the foreground in 66.7% and in hand in 27.8%. - Call to action: 61.1% discount code, 22.2% link or swipe; 16.7% have no call to action. - In videos (n=9), the face is fully visible; 22.2% of videos contain speech. - Tone is 77.8% neutral, 16.7% informative; 38.9% were read as a new product launch. Content structures - Product presentation story: product name, model and price in on-screen text, with the product in the foreground in most. - Presentation with speech: the creator holds the device and lists its features (hair straightener). Communication language Short language that writes the product name, model code and price on screen and calls with a code and coupon. “Grundig HD 3361 2100 W Hair Dryer 899 TL 100 TL discount” “I fell in love with this hair straightener, it both dries and straightens the hair.” “my fully automatic coffee machine” “Affordable stand mixer” - Stories have no caption; the text was read from on-screen text and two speeches. - In 11 of the 18 stories analysed, the call is a discount code; experience and feature narration appear only in two stories with speech. - The code call (Grundig200) was repeated in two hair straightener stories. Data note - The base is small: 20 stories, 18 accounts; deal accounts carried 7 contents and the only repeat account is among them. - Stories have no metrics and the account base widened on 24–26 October; the weekly decline cannot be read as a trend. Standout creatives Creator 30 A hair straightener story describing 13 heat settings and the LED screen, reminding the code. Creator 05 A hair straightener story showing the travel bag and fan setting; recommends it with the code. Sub-brands and tags Brand and sub-brand accounts · contents The brand match came from hashtags and description text. Top hashtags · contents — News and deal accounts excluded. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Home electronics · 19 Oct – 25 Oct 2026 Insight 06 ### Additional insights Examples drawn from competitor activity that enrich the analysis; supporting data below. Rising brand of the week: Dyson Dyson's content count rose from 72 in 12–18 October to 137 in 19–25 October (90.3%). Reels rose from 37 to 62, stories from 34 to 70, posts from 1 to 5. Two weeks with the same matching: Dyson 72 → 137, Kiwi 29 → 26, Grundig 24 → 20. The account base widened on 24–26 October; the story comparison is not like-for-like, while reels and posts were filled in 90 days back. Reel of the week The Dyson reel posted on 25 October was the most-played of the week. The creator holds the Air Smooth brushes, says they bought it with their own money and shows the hair result by comparison. Creator 06 (196,481 followers): 1,055,838 plays, 9,774 likes, 393 comments; ER per play 0.96%. The caption carries a #reklam (#ad) note. Story or reels? Dyson spread across two formats; Kiwi and Grundig used almost only stories. Dyson's stories were largely piled into two days. Story share: Dyson 51.1%, Kiwi 96.2%, Grundig 100.0%. 59 of Dyson's 70 stories were on 23–24 October; 10 of Kiwi's 26 contents on 25 October. Creator spread: broad base and deal accounts Dyson built the broadest base with 108 accounts; 23 of that base are deal accounts. At Kiwi and Grundig, nearly every account posted a single content. Account count: Dyson 108, Kiwi 25, Grundig 18. At Dyson, 85 non-deal accounts produced 101 contents; at Kiwi a single account posted at most 2, at Grundig 3 contents. 59 stories in two days At Dyson, the PencilVac gift with a wet floor cleaner purchase spread to the stories of dozens of accounts on 23–24 October, mostly with the product link. 59 of the 70 stories came in two days, from 47 accounts. In 29 of the 61 stories analysed, the on-screen text or speech mentions a freebie, gift or campaign. Link and code calls The call format differed by brand: Grundig worked with a code, Kiwi with links and narration without a call, Dyson balancing the two. Discount code: 61.1% of Grundig's 18 creatives, 22.2% of Dyson's 126, 16.0% of Kiwi's 25. Link or swipe: Kiwi 40.0%, Dyson 27.0%, Grundig 22.2%. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Home electronics · 19 Oct – 25 Oct 2026 Insight 06 ### Opportunities Areas to differentiate for your brand, drawn from rivals' creator activity. Opportunities for your brand In Dyson's story wave, the same campaign sentence was repeated across dozens of accounts. For your brand, a different usage scene per account creates differentiation. The most-played reel of the week was a face-to-camera review in which the creator holds the device and compares the result. For your brand, a comparison video that writes its own test criteria on screen could be tried. Dyson's care guide reel earned 410,916 plays by showing the washing rule part by part. For your brand, short guides answering product care questions could be tried. In Kiwi's stories, the same product family (yoghurt, pancake, carpet washing) was repeated by different creators. For your brand, a separate creator cluster per product family prevents the message from blurring. At Grundig, the code-call share of 61.1% is the highest of the three brands. For your brand, stories that add usage narration next to the code give a reason beyond price. Kiwi has 1 reel and Grundig 0; the sector's reels are concentrated at Dyson. For your brand, a narrative that builds its own space in reels beyond stories could stand out. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Home electronics · 19 Oct – 25 Oct 2026 Appendix ### Data glossary and method notes 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); the brands are the top three with the most contents in the weekly ranking; the minimum of 5 reels was not applied in this sector. - All 63 reels in the period were analysed from the video itself. - The weekly change comes from the nine-week series built with the same matching; percentages are shown only on a content base of 10 or more. The account base widened on 24–26 October; stories are not comparable across weeks. - Contents of deal accounts are included in the counts (Dyson 36, Kiwi 3, Grundig 7); they were not shown as collaboration examples. - Plays, likes and followers were taken from the data reading of 29 October 2026; stories have no metrics. - 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. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms ### Panel view: share and performance / 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. | Brand | Share of tracked content | Contents | Reel plays | Likes + comments | Quality (mean SQS) | |---|---:|---:|---:|---:|---:| | Dyson | 60.3% | 70 | — | — | 65.0 | | Kiwi | 22.4% | 26 | 213 | 0 | 68.4 | | Grundig | 17.2% | 20 | — | — | 69.4 | Measured counters, the Story model and the reach estimate are separate fields; none is added to another. —: no such counter in that row. © 2026 Starlecta. All rights reserved. Content, data and reports on this site may not be copied or redistributed without written permission.