Influencer Marketing Competitive Analysis · Marketplaces

Executive summary

This report covers the 4 marketplaces with the most creator content in Marketplaces for the week of 19–25 October 2026.

• Contents55,8277 days · 55,878 brand assignments
• Creators5,9501,029 accounts in 2+ brands
• Story share99%of 55,878 brand assignments
• Largest volumeTrendyol37,159 contents · 4,693 creators

Key findings

• On 19–25 October 2026, four marketplaces appeared in 55,827 contents from 5,950 accounts: Trendyol 37,159, Hepsiburada 16,297, n11 1,927, Amazon TR 495.
• Trendyol carried 66.5% of 55,878 brand assignments; in the view excluding Trendyol, Hepsiburada has 87.1%, n11 10.3%, Amazon TR 2.6%.
• The story share is 96.8%–99.6 across the four marketplaces; reels are a very small share at 278, 70, 5 and 16.
• Weekly account-content rows rose from 30,237 to 37,162 at Trendyol and fell from 27,800 to 16,305 at Hepsiburada; both changes come from stories.
• Deal and news accounts made up 57.0% of contents at n11, 32.5% at Amazon TR, 25.2% at Hepsiburada and 7.3% at Trendyol.
• Excluding deal accounts, the most-played reel of the week was an iron video posted on 24 October: 1,577,722 plays at Trendyol.
• The account pool is shared: Trendyol and Hepsiburada have 821 accounts in common; only 7.3% of n11 accounts appeared only at n11.
• Amazon TR's 16 reels received the highest median plays of the four marketplaces; seven of the eight most-played have an English or German caption.

What the comparison shows

• Format: story share Trendyol 99.0%, Hepsiburada 99.4%, n11 99.6%, Amazon TR 96.8%; reels share is 3.2% only at Amazon TR.
• Scale: 47.3% of Amazon TR's contents, 36.3% of Trendyol's, 28.5% of n11's and 24.2% of Hepsiburada's come from macro and mega accounts.
• Median reels plays: Amazon TR highest, followed by Trendyol 5,673, Hepsiburada 2,672 and n11 (5 reels) 2,574.
• Repeat accounts carried 87.9% of contents at Amazon TR and 96.7% at n11; repetition per account is high across all marketplaces.
• In the view excluding Trendyol, 87.1% of the 18,719 brand assignments belong to Hepsiburada; shared account counts are Hepsiburada–n11 112, Trendyol–n11 99.

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: Trendyol 37,162, Hepsiburada 16,305, n11 1,927, Amazon TR 495; posts and reels only: 363, 95, 7, 16. 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 = 55,878 brand assignments

• Trendyol: 37,159 · 66.5%
• Hepsiburada: 16,297 · 29.2%
• n11: 1,927 · 3.4%
• Amazon TR: 495 · 0.9%

Creator count and share · n = 7,185 brand–account pairs

• Trendyol: 4,693 · 65.3%
• Hepsiburada: 2,128 · 29.6%
• n11: 229 · 3.2%
• Amazon TR: 135 · 1.9%

Content share excluding Trendyol · n = 18,719

• Hepsiburada: 87.1%
• n11: 10.3%
• Amazon TR: 2.6%

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?

• Trendyol: 37,159 distinct contents / 7 d · 284,851 account-content rows / 9 weeks. Peak: week of 14 Sep, 44,352 account-content rows
• Hepsiburada: 16,297 distinct contents / 7 d · 163,328 account-content rows / 9 weeks. Peak: week of 12 Oct, 27,800 account-content rows
• n11: 1,927 distinct contents / 7 d · 14,220 account-content rows / 9 weeks. Peak: week of 31 Aug, 2,151 account-content rows
• Amazon TR: 495 distinct contents / 7 d · 7,534 account-content rows / 9 weeks. Peak: week of 5 Oct, 2,189 account-content rows

Weekly account-content rows (a co-authored content is a separate row for each account; the distinct content count is in the comparison table) (weeks starting Monday), 24 August – 25 October 2026, n = 469,933 account-content rows. Each panel's vertical scale is its own; see the previous page for the level across brands. The series shows the 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.\nThe 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 (Trendyol 37,162 … Amazon TR 495).

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 = 5,704 accounts, 891 accounts in 2+ brands.

Shared accounts between direct competitors

• Trendyol – Hepsiburada: 821 shared (Creator 01, Creator 02, Creator 03, Creator 04, Creator 05)
• Trendyol – n11: 99 shared (Creator 06, Creator 07, Creator 08, Creator 09, Creator 10)
• Trendyol – Amazon TR: 50 shared (Creator 11, Creator 12, Creator 13, Creator 14, Creator 15)
• Hepsiburada – n11: 112 shared (Creator 06, Creator 16, Creator 08, Creator 09, Creator 17)
• Hepsiburada – Amazon TR: 49 shared (Creator 12, Creator 18, Creator 15, Creator 19, Creator 20)
• n11 – Amazon TR: 14 shared (Creator 15, Creator 21, Creator 22, Creator 23, Creator 24)

Regular creators posting for multiple brands · content count

• Creator 15 (619 K followers): Trendyol 26, Amazon TR 11, Hepsiburada 2, n11 1
• Creator 21 (509 K followers): Trendyol 4, n11 3, Hepsiburada 2, Amazon TR 1
• Creator 23 (501 K followers): Hepsiburada 117, Trendyol 72, n11 20, Amazon TR 6
• Creator 24 (469 K followers): Trendyol 81, Hepsiburada 35, n11 23, Amazon TR 7
• Creator 25 (446 K followers): Hepsiburada 22, Trendyol 17, n11 5, Amazon TR 4

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.

Trendyol

Figures, creative selection and summary

• Contents · 7 d37,15919–25 October 2026
• Creators4,693
• Format99% · 1% · 0%story · reels · post
• Median reels plays5,673n = 225 reels
• ER · post0.11%median, per follower · n = 65
• ER · reels0.80%median, per play · n = 196
• Ad disclosure45%posts+reels, n = 363 · co-authored post 0%

• Reels · Creator 26 · 1.6 M plays · 24 Oct
• Reels · Creator 27 · 563 K plays · 20 Oct
• Reels · Creator 28 · 313 K plays · 25 Oct
• Reels · Creator 29 · 219 K plays · 25 Oct
• Reels · Creator 30 · 404 K plays · 25 Oct
• Reels · Creator 31 · 143 K plays · 19 Oct
• Reels · Creator 32 · 104 K plays · 21 Oct
• Reels · Creator 33 · 243 K plays · 25 Oct
• Reels · Creator 34 · 75.9 K plays · 20 Oct
• Reels · Creator 35 · 84.4 K plays · 20 Oct

Summary

Trendyol set the largest volume with 37,159 contents on 19–25 October 2026; 99.0% of contents are stories, with only 278 reels.

• On 19–25 October, Trendyol appeared in 37,159 contents from 4,693 accounts; 66.5% of the four marketplaces' 55,878 brand assignments.
• 99.0% of contents are stories, 0.7% reels (278), 0.2% posts (85); story matches came from a shopping link (36,792 of 36,799 rows).
• Deal and news accounts make up 7.3% of contents; 34,441 contents remain when they are removed.
• 36.3% of contents come from macro and mega accounts; median followers 98,041.
• Account-content rows were 30,237 on 12–18 October and 37,162 on 19–25 October; the rise comes from stories (from 29,889 to 36,799), while reels fell from 295 to 278.

Top posting accounts

Trendyol · campaigns and collaborations

Campaigns that stood out in the period, with sample contents

TrendyolMilla clothing shopping

19–25 Oct 2026

'milla' appears in the caption or tag of 39 of the 363 non-story contents; cardigan, outfit and sweater shopping was presented through trying on and links.

• Creator 29: Reel trying on a burgundy outfit on camera; link in the story, tagged #reklam; 218,542 plays.
• Creator 30: Reel showing cardigan shopping, tagged #reklam; the link is sent to those who write 'link' in the comments; 404,197 plays.

Makeup and perfume links

19–25 Oct 2026

Beauty products were shared with a #reklam tag and a 'link in stories' call; the moment of applying or choosing the product was filmed.

• Creator 31: Reel applying eyeliner on the eye; the caption says 'ad with @trendyol'; 143,021 plays.
• Creator 32: Reel opening with a question about choosing a perfume; product links in the caption; 104,111 plays.

Home and kitchen product videos

19–25 Oct 2026

Home products such as an iron and a grater-chopper were shown with a single action; the link sits in highlights or the profile.

• Creator 26: Reel flattening clothes with an iron; the on-screen text gives the praise; 1,577,722 plays.
• Creator 33: Reel showing the grater-chopper in use; the caption says 'I bought it myself'; 243,179 plays.

Videos noted 'I bought it myself'

19–25 Oct 2026

36 of the 363 non-story contents have an organic note such as 'reklam değil' (not an ad) or 'kendim aldım' (bought it myself) in the caption; in some, creators stated they bought the product themselves.

• Creator 28: Liquid blush trial; the caption says 'not an ad, I bought it myself'; 124,859 plays.
• Creator 34: Reel trying a winter-clothing haul; the caption says '*no ad'; 75,856 plays.

Trendyol · strategy, creative and communication

Creator strategy, creative approach, communication language and standout creatives

Creator strategy

• 33.4% of the 4,693 accounts are nano or micro; 36.3% of contents came from macro and mega accounts.
• Repeat accounts carried 95.6% of contents; 1,688 accounts posted 5 or more, up to 361 contents from a single account.
• Top non-deal posting accounts: Creator 36 361, Creator 37 313, Creator 38 271 contents.
• 821 accounts in common with Hepsiburada, 99 with n11, 50 with Amazon TR; news and deal accounts excluded.
• 81.2% of the accounts excluding news and deal accounts appeared only at Trendyol.

Platform and format

• 36,796 stories, 278 reels, 85 posts; reels share 0.7%.
• Median reels plays 5,673; median ER per play 0.80% (n=196); per follower 0.11% for posts (n=65).
• Busiest day Sunday (24.6%), busiest hour 13:00; 9,114 story rows on 25 October, 4,301–4,934 on other days.

Creative approach

• 64.6% of the 625 analysed creatives are trial and review; the product is alone in the foreground in 47.0% and in hand in 32.0%.
• 52.6% of creatives were shot at home; the face is visible in 90.3% of videos (n=360).
• Call: link or swipe 38.4%, discount code 31.0%, no call 21.4%; tone 59.2% neutral, 28.6% informative.
• Speech was transcribed in 40.6% of videos (n=360); stories were analysed from a sample of at most 300 per brand.

Content structures

• Shopping haul: trying pieces one by one → size and height info → link in the story.
• Single product action: flattening clothes with an iron → praise via on-screen text → 'link in highlights' call.
• List video: 'the 4 prettiest leather trousers' headline → ranking the products → links in the story.

Communication language

Shopping recommendation with a friendly 'girls' address; the call is built on link and code.

“Girls, I'm here with my autumn-winter dress shopping!”

“I added the link of all the makeup I use to my story”

“The link is in highlights, the features are there too”

“Can we normalise the whole wearing-a-hat-outside thing now?”

• 'link' appears in the caption or tag of 104 of the 363 non-story contents.
• 44.6% of non-story contents carry an ad disclosure (#reklam/#işbirliği/#tanıtım); 36 of the 363 contents have an organic note such as 'reklam değil' (not an ad) or 'kendim aldım' (bought it myself).
• The expression 'I bought it myself' appears in the caption of 10 of the 363 contents.

Data note

• Stories carry no plays, likes or text; performance is measured only from 278 reels and 85 posts.
• The jump on 25 October coincides with the tracked account base widening on 24–26 October; story counts are not comparable across weeks.
• The most-played reel received 3,196 likes with 1,577,722 plays; ER per play 0.21%.

Standout creatives

• Creator 26: The most-played reel of the week excluding deal accounts (1,577,722 plays): flattening clothes with an iron, on-screen text and a 'link in highlights' call.
• Creator 27: Reel showing the items on an office desk in turn; the caption tags two Trendyol accounts; 563,255 plays.
• Creator 28: Reel explaining a skin cream through an ingredient list written on screen item by item; 312,659 plays.

Sub-brands and tags

Brand and sub-brand accounts · contents

• @trendyol 93

Top hashtags · contents

• #trendyol 176
• #trendyolmilla 33
• #kombin 16
• #elbise 14
• #triko 14
• #alışveriş 12

News and deal accounts excluded.

Hepsiburada

Figures, creative selection and summary

• Contents · 7 d16,29719–25 October 2026
• Creators2,128
• Format99% · 0% · 0%story · reels · post
• Median reels plays2,672n = 62 reels
• ER · post0.19%median, per follower · n = 17
• ER · reels1.03%median, per play · n = 51
• Ad disclosure33%posts+reels, n = 95 · co-authored post 0%

• Reels · Creator 41 · 215 K plays · 24 Oct
• Reels · Creator 42 · 79.4 K plays · 20 Oct
• Reels · Creator 43 · 76.4 K plays · 22 Oct
• Reels · Creator 44 · 1.1 M plays · 20 Oct
• Reels · Creator 45 · 13.5 K plays · 19 Oct
• Post · Creator 46 · ER 0.9% per follower · 24 Oct
• Reels · Creator 47 · 30.7 K plays · 25 Oct
• Reels · Creator 48 · 20.2 K plays · 25 Oct
• Reels · Creator 49 · 8,619 plays · 24 Oct
• Reels · Creator 50 · 8,457 plays · 20 Oct

Summary

Hepsiburada ranks second with 16,297 contents on 19–25 October 2026; 99.4% of contents are stories, and technology promotions stood out in reels.

• On 19–25 October, Hepsiburada appeared in 16,297 contents from 2,128 accounts: 16,202 stories, 70 reels, 25 posts.
• Deal and news accounts account for 25.2% with 4,101 contents; 12,196 contents remain when they are removed.
• Account-content rows were 27,800 on 12–18 October and 16,305 on 19–25 October; the drop comes from stories (from 27,692 to 16,210), while reels fell from 78 to 70.
• The busiest day for contents is Monday (24.4%); 3,958 story rows on 19 October, 1,227 on 24 October.
• Median reels plays 2,672; median ER per play 1.03% (n=51).

Top posting accounts

Hepsiburada · campaigns and collaborations

Campaigns that stood out in the period, with sample contents

Technology product promotions

19–25 Oct 2026

Computer and hardware promotions were shared with a #tanıtım or #reklam tag and captions that mention Hepsiburada.

• Creator 41: #tanıtım reel describing a dual-screen laptop; the caption points to Hepsiburada; 215,173 plays.
• Creator 42: #reklam reel combining study and gaming on a single computer; the caption tags @hepsiburada; 79,352 plays.

Hobby and home appliance videos

22 Oct 2026

A hobby product such as a cutting tool was presented by showing the result of the job and leaving the link in the story.

• Creator 43: Reel showing a styrofoam cutting tool; the caption says '@hepsiburada ile işbirliği' (collaboration with @hepsiburada); 76,378 plays.

November discount countdown

19–25 Oct 2026

'kasım' (November) appears in the caption of 11 of the 95 non-story contents; 6 are from outside deal accounts, anticipating Early November and Black Friday.

Hepsiburada · strategy, creative and communication

Creator strategy, creative approach, communication language and standout creatives

Creator strategy

• 44.4% of the 2,128 accounts are nano or micro; 24.2% of contents come from macro and mega accounts; median followers 62,163.
• Repeat accounts carried 94.9% of contents; 663 accounts posted 5 or more.
• Top non-deal posting accounts: Creator 55 166, Creator 56 158, Creator 57 135 contents.
• Large reels accounts: Creator 41 (332,619 followers) and Creator 43 (392,379); both noted as collaborations.
• 821 accounts in common with Trendyol, 112 with n11, 49 with Amazon TR; 55.9% of the accounts excluding deal and news accounts are only at Hepsiburada.

Platform and format

• 16,202 stories, 70 reels, 25 posts; story share 99.4%.
• Median reels plays 2,672; median ER per play 1.03% (n=51); per follower 0.19% for posts (n=17).
• Busiest day Monday (24.4%), busiest hour 21:00.

Creative approach

• 75.4% of the 387 analysed creatives are trial and review; the product is alone in the foreground in 61.8%.
• 46.8% of creatives were shot at home; the face is visible in 89.1% of videos (n=137).
• Call: link or swipe 40.3%, discount code 37.5%, no call 16.5%; tone 62.5% neutral, 23.3% informative.
• Speech was transcribed in 45.3% of videos (n=137); stories were analysed from a sample of at most 300.

Content structures

• Technology promotion: bold headline → listing features → pointing to Hepsiburada.
• Hobby tool: result of the work done → showing the tool → link in the story.
• Story: product image → price or code text → shopping link.

Communication language

Language giving the product feature and price advantage in short sentences, with code and link calls.

“Not everything happens at once”

“Two screens on a single computer!”

“My favourite detergent at rock-bottom price”

“Everyone should buy this, first time at this price”

• 'indirim' (discount) appears in the caption or tag of 33 of the 95 non-story contents, 'işbirliği' (collaboration) in 24.
• 32.6% of non-story contents carry an ad disclosure (#reklam/#işbirliği/#tanıtım).
• Story texts lean on price and code text; 37.5% of creatives have a discount-code call.

Data note

• Stories carry no plays or likes; performance is measured only from 70 reels and 25 posts.
• The volume drop comes from stories; because the tracked account base widened on 24–26 October, story counts are not comparable across weeks.
• The most-played reel is a campaign-calendar video (1,050,760 plays); because it is deal-focused it was not counted as a collaboration example.

Standout creatives

• Creator 41: The most-played reel with a collaboration note (215,173 plays): describes the dual-screen computer with a one-sentence hook.
• Creator 42: Reel that opens with a question about study and gaming needs and writes the hardware features on screen; 79,352 plays.
• Creator 43: Reel presenting the hobby tool with footage of the result; 76,378 plays from an account with 392,379 followers.

Sub-brands and tags

Brand and sub-brand accounts · contents

• @hepsiburada 518

Top hashtags · contents

• #hepsiburada 23
• #trendyol 9
• #ebay 7
• #indirim 6
• #kidsfashion 5
• #Creator 58 5

News and deal accounts excluded.

n11

Figures, creative selection and summary

• Contents · 7 d1,92719–25 October 2026
• Creators229
• Format100% · 0% · 0%story · reels · post
• Median reels plays2,574n = 5 reels
• ER · post0.09%median, per follower · n = 2
• ER · reels0.51%median, per play · n = 3
• Ad disclosure29%posts+reels, n = 7 · co-authored post 0%

• Post · Creator 59 · ER 0.1% per follower · 23 Oct
• Story · Creator 08 · 1.6 M followers · 19 Oct
• Story · Creator 10 · 942 K followers · 23 Oct
• Story · Creator 60 · 737 K followers · 21 Oct
• Story · Creator 61 · 640 K followers · 19 Oct
• Story · Creator 62 · 551 K followers · 21 Oct
• Story · Creator 23 · 501 K followers · 20 Oct
• Story · Creator 24 · 469 K followers · 21 Oct
• Story · Creator 63 · 451 K followers · 19 Oct
• Story · Creator 25 · 446 K followers · 19 Oct

Summary

On 19–25 October 2026, n11 appeared in 1,927 contents from 229 accounts; 99.6% of contents are stories and 57.0% come from deal and news accounts.

• Of n11's 1,927 contents, 1,920 are stories, 5 are reels and 2 are posts; all five of the 5 reels are from deal accounts.
• Deal and news accounts account for 57.0% with 1,099 contents; 828 contents remain when they are removed.
• Account-content rows were 1,623 on 12–18 October and 1,927 on 19–25 October; the rise comes from stories (from 1,612 to 1,920).
• Busiest day Thursday (23.1%); busiest hour 20:00.
• Only 7.3% of the accounts excluding deal and news accounts appeared only at n11.

Top posting accounts

n11 · campaigns and collaborations

Campaigns that stood out in the period, with sample contents

Coupon- and code-focused stories

19–25 Oct 2026

61.5% of the 304 analysed creatives carry a discount-code call; coupon amount and price drop are given in on-screen text.

n11 · strategy, creative and communication

Creator strategy, creative approach, communication language and standout creatives

Creator strategy

• 33.1% of the 229 accounts are nano or micro; 28.5% of contents come from macro and mega accounts; median followers 93,491.
• Repeat accounts carried 96.7% of contents; 90 accounts posted 5 or more, up to 84 contents from a single account.
• Top non-deal posting account Creator 64: 84 contents, 36,953 followers.
• The account pool overlaps with Hepsiburada (112), Trendyol (99) and Amazon TR (14); news and deal accounts excluded.
• Only 7.3% of the accounts produced content solely for n11; at Trendyol this share is 81.2%.

Platform and format

• 1,920 stories, 5 reels, 2 posts; story share 99.6%.
• All five of the 5 reels are from deal accounts; reels and post measurement is not at a scale sufficient to serve as examples.
• Busiest day Thursday (23.1%), busiest hour 20:00.

Creative approach

• 86.8% of the 304 analysed creatives are trial and review; the product is alone in the foreground in 82.6%.
• Call: discount code 61.5%, link or swipe 36.2%, no call 1.6%.
• Tone 80.3% neutral, 11.2% informative; the face is visible in 85.3% of videos (n=34).
• Stories were analysed from a sample of at most 300.

Content structures

• Story: product name → old and new price or coupon amount → code.
• Multi-buy offer: a campaign sentence like 'buy 3 pay for 2' → product image.

Communication language

Short, neutral sales language giving coupon amount, price and code.

“Creator 67 buy 3 pay for 2”

“There is a 1000₺ coupon, it drops to 15499₺”

“Ad N11 1000₺ coupon”

“FREE SHIPPING”

• On-screen texts are built on coupon amount, price and code.
• Only 1.6% of creatives have no call.
• Deal and news accounts are 57.0% of contents; they should not be read as collaborations.

Data note

• Stories carry no plays or likes; performance measurement rests on very few reels and posts.
• Deal and news accounts are 57.0% of contents; these contents were not shown as collaboration examples.

Sub-brands and tags

Brand and sub-brand accounts · contents

The brand match came from hashtags and description text.

Top hashtags · contents

• #carrefourgurme 1
• #dozzeorman 1
• #kontmoda 1
• #n11 1
• #trendyol 1

News and deal accounts excluded.

Amazon TR

Figures, creative selection and summary

• Contents · 7 d49519–25 October 2026
• Creators135
• Format97% · 3% · 0%story · reels · post
• Median reels plays19.8 Kn = 14 reels
• ER · post—median, per follower · n = 0
• ER · reels1.97%median, per play · n = 13
• Ad disclosure12%posts+reels, n = 16 · co-authored post 1%

• Reels · Creator 68 · 385 K plays · 23 Oct
• Reels · Creator 69 · 334 K plays · 22 Oct
• Reels · Creator 70 · 155 K plays · 19 Oct
• Reels · Creator 71 · 53.4 K plays · 24 Oct
• Reels · Creator 72 · 301 K plays · 21 Oct
• Reels · Creator 45 · 13.5 K plays · 19 Oct
• Reels · Creator 73 · 99.4 K plays · 23 Oct
• Story · Creator 11 · 3.9 M followers · 22 Oct
• Story · Creator 12 · 2.3 M followers · 19 Oct
• Story · Creator 74 · 2.3 M followers · 19 Oct

Summary

On 19–25 October 2026, Amazon TR has the smallest volume with 495 contents; at 3.2%, its reels share is the highest of the four marketplaces.

• Amazon TR appeared in 495 contents from 135 accounts: 479 stories, 16 reels; no posts.
• 47.3% of contents come from macro and mega accounts; median followers 166,447, the highest of the four marketplaces.
• Deal and news accounts account for 32.5% with 161 contents; 334 contents remain when they are removed.
• Account-content rows were 563 on 12–18 October and 495 on 19–25 October; stories fell from 544 to 479, reels from 19 to 16.
• Median reels plays are the highest of the four marketplaces; median ER per play 1.97% (n=13).

Top posting accounts

Amazon TR · campaigns and collaborations

Campaigns that stood out in the period, with sample contents

Amazon-linked home and living products

19–25 Oct 2026

Smart-home and pet products were presented in reels with English captions, the product brand tagged and link calls.

• Creator 70: Reel listing the features of an automatic food bowl; the product brand is tagged in the caption; 155,407 plays.
• Creator 71: Reel presenting a family-planning app through a weekly plan; the caption gives a discount code; 53,367 plays.

Amazon find: bed and home organisation

22–23 Oct 2026

Home needs such as a bed and a family planner were shared in a personal-discovery tone with an Amazon link.

• Creator 68: Reel giving a bed recommendation with a German caption and an 'Amazon find' on-screen text; 384,769 plays.
• Creator 69: Reel presenting the family-planning app within a kitchen scene; 334,366 plays.

Amazon TR · strategy, creative and communication

Creator strategy, creative approach, communication language and standout creatives

Creator strategy

• 19.2% of the 135 accounts are nano or micro; 47.3% of contents came from macro and mega accounts.
• Repeat accounts carried 87.9% of contents; up to 34 contents from a single account.
• Non-deal reels and story accounts: Creator 79 14, Creator 80 12 contents.
• 50 accounts in common with Trendyol, 49 with Hepsiburada, 14 with n11; news and deal accounts excluded.
• The 16 reels came from 12 accounts; seven of the eight most-played reels have an English or German caption.

Platform and format

• 479 stories, 16 reels; story share 96.8%, reels share 3.2%.
• Median ER per play on reels 1.97% (n=13).
• Busiest day Sunday (19.8%), busiest hour 17:00.

Creative approach

• 78.7% of the 300 analysed creatives are trial and review; the product is alone in the foreground in 62.7%.
• Call: link or swipe 53.7% (highest of the four marketplaces), discount code 32.7%, no call 13.0%.
• Tone 69.3% neutral, 21.0% informative; the face is visible in 91.5% of videos (n=106).
• Speech was transcribed in 39.6% of videos (n=106); stories were analysed from a sample of at most 300.

Content structures

• Reels: everyday scene → function of the product → link call.
• Reels: listing product features → showing the app or live footage → product brand tag.
• Story: product image → price or discount amount → shopping link.

Communication language

Product-discovery language, mostly English and German captions; stories highlighting price drops.

“Amazon find”

“Making family life a little easier, one day at a time!”

“Some things just make a house feel more like home.”

“The current price is the cheapest price of the last 1 year!”

• Seven of the eight most-played reels have an English or German caption.
• Story on-screen texts give the price and discount amount.
• The 16 reels came from 12 accounts; product brands are tagged in the captions.

Data note

• 16 reels are a small base; reels medians were computed over 13 reels.
• Stories carry no plays or likes; deal and news accounts are 32.5% of contents.
• Volume, which peaked at 2,189 rows in the week of 5 October, fell to 563 on 12–18 October and 495 on 19–25 October; story counts are not comparable.

Standout creatives

• Creator 68: The most-played of the Amazon reels (384,769 plays): bed recommendation, German caption and an 'Amazon find' on-screen text.
• Creator 69: 334,366 plays: reel presenting the family-planning app inside a kitchen scene, with an English caption.
• Creator 70: 155,407 plays and 1.97% ER per play: reel describing the automatic food bowl by listing its features.

Sub-brands and tags

Brand and sub-brand accounts · contents

The brand match came from hashtags and description text.

Top hashtags · contents

• #hemnes 2
• #hemnesikea 2
• #ikea 2
• #ikeabett 2
• #ikeahemnes 2
• #noriai 2

News and deal accounts excluded.

Additional insights

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

Weekly change: stories are not comparable

From 12–18 October to 19–25 October, Trendyol's account-content rows rose 22.9% and Hepsiburada's fell 41.3%; both changes come from stories. Reels changed little.

Rows, 12–18 → 19–25 October: Trendyol 30,237 → 37,162, Hepsiburada 27,800 → 16,305, n11 1,623 → 1,927, Amazon TR 563 → 495. Reels: 295 → 278, 78 → 70, 6 → 5, 19 → 16. The base widened on 24–26 October.

Reel of the week

The most-played reel excluding deal accounts was shared at Trendyol on 24 October. An iron flattens clothes; the on-screen text gives the praise, and the caption says the link is in highlights.

Creator 26 (15,108 followers): 1,577,722 plays, 3,196 likes, 111 comments; ER per play 0.21%. Selected excluding deal accounts.

Story or reels?

Almost all content at the four marketplaces is stories; reels and posts are the only part that carries performance measurement. Amazon TR has the highest reels share of the marketplaces.

Story share: Trendyol 99.0%, Hepsiburada 99.4%, n11 99.6%, Amazon TR 96.8%. Reels: 278, 70, 5, 16. Story visuals were analysed from a sample of at most 300 per brand; counts are over all stories.

Creator spread: shared account pool

The marketplaces draw on the same account pool. While most Trendyol accounts appear only at Trendyol, almost all n11 accounts also exist at other marketplaces.

Share of accounts appearing at a single marketplace only (excluding news and deal): Trendyol 81.2%, Hepsiburada 55.9%, Amazon TR 38.1%, n11 7.3%. Shared accounts: Trendyol–Hepsiburada 821.

Share of deal accounts

By content volume, deal and news accounts are the majority at n11, a third at Amazon TR and a small share at Trendyol. These contents were not counted as collaboration examples.

Deal and news account contents: n11 1,099 / 1,927 (57.0%), Amazon TR 161 / 495 (32.5%), Hepsiburada 4,101 / 16,297 (25.2%), Trendyol 2,718 / 37,159 (7.3%).

Link and code calls

The sales call split by marketplace: discount code at n11, link or swipe at Amazon TR, the two balanced at Trendyol and Hepsiburada.

Code call: n11 61.5% of 304 creatives, Hepsiburada 37.5% of 387, Trendyol 31.0% of 625, Amazon TR 32.7% of 300. Link call: Amazon TR 53.7%, Trendyol 38.4%, Hepsiburada 40.3%.

Opportunities

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

Opportunities for your brand

1. 1Stories are 96.8%–99.6 of content at the four marketplaces. For your brand, reels can be tried as a way to stand out in the story crowd.
2. 2The most-played reel of the week showed a single product with a single action and put the link in highlights. For your brand, a single-action product video and a fixed link can be tried.
3. 3At Hepsiburada, technology promotions noted as collaborations opened with a one-sentence hook. For your brand, moving the product's single claim into the opening sentence can be tried.
4. 47.3% of n11 accounts appeared only at n11; at Trendyol this share is 81.2%. For your brand, accounts tied to the brand and not circulating among marketplaces provide differentiation.
5. 5Most of Amazon TR's most-played reels had English or German captions. For your brand, a product reel narrated in Turkish may be an opportunity to stand out in this pool.
6. 6At Trendyol, 36 of the 363 non-story contents carried an organic note such as 'reklam değil' (not an ad) or 'kendim aldım' (bought it myself). For your brand, videos in which the creator describes a product they bought themselves can give a trust signal.

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

• Trendyol: 66.4% · 36,835 contents · 4,616 creators · +16.3 pp previous week
• Hepsiburada: 29.2% · 16,210 contents · 2,103 creators · −17.1 pp previous week
• n11: 3.5% · 1,921 contents · 227 creators · +0.8 pp previous week
• Amazon TR: 0.9% · 495 contents · 135 creators · 0.0 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)

• Trendyol: 63.2 · 4,585 creators with SQS · Nano 63.8 · Micro 62.5 · Macro 63.9 · Mega 61.9
• Hepsiburada: 64.3 · 2,092 creators with SQS · Nano 66.0 · Micro 64.0 · Macro 64.6 · Mega 62.1
• n11: 66.4 · 227 creators with SQS · Nano 61.8 · Micro 64.3 · Macro 68.7 · Mega 69.3
• Amazon TR: 63.2 · 135 creators with SQS · Nano 49.1 · Micro 58.8 · Macro 65.4 · Mega 64.9

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

Audience (commenters)

• Trendyol: Women 79% · Men 21% · Largest age band: 25-34 54% · Largest city: İstanbul 23% · Largest country: Türkiye 97%
• Hepsiburada: Women 81% · Men 19% · Largest age band: 25-34 57% · Largest city: İstanbul 23% · Largest country: Türkiye 98%
• n11: Women 80% · Men 20% · Largest age band: 25-34 56% · Largest city: İstanbul 21% · Largest country: Türkiye 98%
• Amazon TR: Women 72% · Men 28% · Largest age band: 25-34 54% · Largest city: İstanbul 24% · Largest country: Türkiye 98%

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 55,827 contents, 5,950 distinct accounts; 45 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 marketplaces' own accounts were not counted.

Brand matching

Brand and sub-brand account tags (@), hashtags and brand names in the description text. Marketplaces were selected as the 4 marketplaces with the most contents in the weekly ranking (tag and link matching; marketplace's own account and deal accounts excluded). Because Trendyol's share is high, the comparison is also shown excluding Trendyol. Frequently matched accounts:

• Trendyol: @trendyol
• Hepsiburada: @hepsiburada
• n11: @n11
• Amazon TR:

Media analysis

• 1,577 unique creatives were analysed visually: images directly, videos through the opening frame and a 4-frame summary.
• 322 of the 331 reels in the period were analysed from the video itself: four frames, the opening frame and audio. The audio of 262 videos containing speech was transcribed; the communication language was taken from these transcripts and descriptions.
• For each creative, content type, tone, product placement, setting, whether the creator is on camera, call to action and period/occasion were classified; nine of the unique creatives were not classified.
• Repeats of the same image across different accounts (perceptual similarity) were grouped as a single creative.
• Story visuals were analysed from a sample of at most 300 stories per brand (Trendyol 300 / 36,796, Hepsiburada 300 / 16,202, n11 300 / 1,920, Amazon TR 300 / 479); story counts and shares are over all stories.

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); the marketplaces are the first four marketplaces with the most contents in the weekly ranking.
• 322 of the 331 reels in the period were analysed from the video itself.
• The weekly change comes from the nine-week series produced with the same matching; percentages are given only on a base of 10 or more contents.
• Story visuals were analysed from a sample of at most 300 stories per brand; deal accounts' contents are included in the counts and 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.