Part 6 of 6 · Dyson brand intelligence set · 3 Oct – 1 Nov 2026
Management Report: Dyson
Decisions, figures and recommendations in four pages: the period in numbers, Dyson's position against nine rivals, the creators and content that worked, and the next steps. Dyson holds 42.3% of the content across 10 brands.
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- Published
- Period
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- Data read
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The full report (4 sections)
The creators named here are the accounts that published the content. Only Instagram's paid-partnership label confirms that a post is a collaboration.
Page 1: Dyson · Management Report
3 Oct – 1 Nov 2026 · Instagram, Turkey · 10 brands compared · report date 2 Nov 2026
Bottom line. Dyson is the most-shared brand in the category with 42.3% of the content across 10 brands, and 9 of the 16 sector Reels above 1 million views are Dyson's. That reach comes from people trying the product themselves, not from campaigns: 6 of those Reels come from micro accounts and none carries the paid partnership label. Next step: carry the usage-tip format that works in hair care into campaigns and floor care.
The period in numbers
- Share of content · 42.3% · highest of 10 brands · 1,062 of 2,513 content pieces · Competitor Analysis
- Creators · 565 · excluding news, deal and shop accounts · Influencer List
- Content pieces · 896 · from the 565 creators · 305 Reels · 580 stories · 11 posts · Influencer List
- Reel views · 41.0M · same creators, 302 Reels · read on Instagram on 2 Nov 2026 · Influencer List
- 1 million+ Reels, sector · 9 / 16 · most of 19 brands · 52.7% of views · Home Electronics Most Viewed
- Collaboration evidence · 58 creators · 10.3% of 565 creators · paid partnership label on 2 Reels · Influencer List
- Tier mix · 299 Micro · 221 Macro · Nano 36 · Mega 9 · Influencer List
- Ad disclosure · 36.0% · #reklam/#işbirliği/#tanıtım · 127 of 353 posts and Reels · Competitor Analysis
Three key findings
- Reach comes from people trying the product 9 / 16 1 million+ Reels · 9 of the 16 sector Reels above 1 million views are Dyson's; 6 come from micro accounts and none carries the paid partnership label. Top of the list: @gizematilaa, 2,558,152 views with 12,981 followers. (Instagram views read on 2 Nov 2026)
- Hair styling carries the views 55.1% share of views · Dyson has 11 of the sector's 30 most-viewed Reels; 6 of them are hair-styler try-outs and bring 55.1% of Dyson's views in that list (8,945,902). (Instagram views read on 2 Nov 2026)
- In floor care, rivals lead with bigger faces 45,817 median views · Dyson's 5 V16/V12 Reels stopped at a median of 45,817 views; Roborock's #YorulmayaGerekYok reached 244,337 over 9 Reels and Dreame's #HayalEtGerçekOlsun 446,818 over 6 Reels. (first recorded counter, median)
Page 2: Position against rivals
Dyson leads on volume; rivals stand out with Reels campaigns, big faces and disclosed waves
Rival comparison · same method, same period · Competitor Analysis
| Brand | Content | Share | Story share | Macro + Mega content share | Ad disclosure, posts + Reels | Median Reel views, first recorded | Median ER, Reels, per view |
|---|---|---|---|---|---|---|---|
| Dyson | 1,062 | 42.3% | 66.8% | 48.7% | 36.0% (n=353) | 29,476 (n=333) | 0.86% (n=256) |
| Philips | 842 | 33.5% | 86.2% | 50.9% | 30.2% (n=116) | 27,656 (n=106) | 0.74% (n=81) |
| Roborock | 173 | 6.9% | 67.6% | 49.7% | 41.1% (n=56) | 66,569 (n=55) | 0.79% (n=43) |
| Braun | 111 | 4.4% | 93.7% | 53.2% | 0.0% (n=7) | 5,514 (n=6) | 0.49% (n=3) |
| Kärcher | 97 | 3.9% | 85.6% | 62.9% | 42.9% (n=14) | 4,146 (n=12) | 1.15% (n=8) |
| Dreame | 80 | 3.2% | 62.5% | 48.7% | 73.3% (n=30) | 71,483 (n=27) | 1.32% (n=24) |
| Bissell | 77 | 3.1% | 89.6% | 40.3% | 62.5% (n=8) | 11,732 (n=8) | 1.08% (n=4) |
| Shark | 51 | 2.0% | 82.4% | 43.1% | 66.7% (n=9) | 41,149 (n=7) | 1.12% (n=3) |
| Arnica | 14 | 0.6% | 50.0% | 42.9% | 42.9% (n=7) | 30,804 (n=6) | 0.73% (n=6) |
| Fakir | 6 | 0.2% | 100.0% | 33.3% | — (n=0) | — (n=0) | — (n=0) |
The pool matches the rivals; the difference is in the content. Excluding news and deal accounts, 76.5% of the creators who posted Dyson posted only Dyson, 92 accounts are shared with Philips; average quality score in the panel: Dyson 65.1, Philips 64.7, Roborock 65.4. · Competitor Analysis · Brand Report
What rivals do differently · Competitor Analysis
- Philips · 842 content pieces: Builds volume on link stories: 86.2% of its content is stories, 663 of 842 are stories matched only by a link; 270 come from deal accounts.
- Roborock · #YorulmayaGerekYok: Runs Reels with big faces: 9 Reels, median 860,111 followers; median 244,337 views (first recorded counter). Floor cleaning told through food, comedy and family accounts.
- Dreame · ad disclosure 73.3%: Runs disclosed campaign waves: the highest ad-disclosure rate of the 10 brands. In hair care, #SeninRitminSeninStilin ran 10 Reels in the same days as #DysonİleİyiBak (8 Reels).
- Braun, Kärcher, Bissell, Shark · story-led: Visibility comes from stories: 93.7%, 85.6%, 89.6% and 82.4% of their content is stories; posts and Reels number only 7, 14, 8 and 9.
Page 3: What worked: creators and content
Reel views read on Instagram on 2 Nov 2026
Most viewed Dyson Reels · Most Viewed Reels and Stories
| # | Creator | Tier | Date | Views | ER per view | Evidence class |
|---|---|---|---|---|---|---|
| 1 | @gizematilaa | Micro | 18 Oct | 2,558,152 | 1.46% | Mention |
| 2 | @bizimki.neyerneuyur | Micro | 15 Oct | 2,440,121 | 0.70% | Mention |
| 3 | @zynpbnlsy | Micro | 14 Oct | 1,798,046 | 0.28% | Mention |
| 4 | @busrarii | Micro | 25 Oct | 1,585,757 | 0.43% | Mention |
| 5 | @sidelyaze | Micro | 8 Oct | 1,412,774 | 0.40% | Mention |
| 6 | @angel_model_riyadh | Micro | 9 Oct | 1,278,298 | likes hidden | Mention |
| 7 | @feyzakaraabulut | Macro | 23 Oct | 1,219,933 | 0.85% | Collaboration evidence |
| 8 | @besteaydnnnn | Macro | 25 Oct | 1,171,724 | 1.02% | Mention |
| 9 | @edaozblog | Macro | 11 Oct | 1,043,215 | 0.06% | Mention |
| 10 | @busracitaak | Macro | 30 Oct | 939,197 | 0.68% | Collaboration evidence |
Most viewed creators with collaboration evidence · Influencer List
| Creator | Tier | Reel views, total | Reels | Stories |
|---|---|---|---|---|
| @feyzakaraabulut | Macro | 1,219,933 | 1 | 0 |
| @busracitaak | Macro | 939,197 | 1 | 0 |
| @aysealtuncu1 | Micro | 547,176 | 3 | 0 |
| @heytuvba | Macro | 398,217 | 1 | 0 |
| @lenamarinozdemir | Macro | 321,293 | 1 | 7 |
| @simge__unal | Macro | 316,314 | 1 | 2 |
| @cerenceylanc | Macro | 289,198 | 1 | 0 |
| @socratesdergi | Macro | 272,830 | 2 | 6 |
| @gamzeyahuu | Macro | 266,948 | 1 | 12 |
| @eda | Macro | 262,691 | 1 | 2 |
Formats that drove the views · Home Electronics Most Viewed · Most Viewed Reels and Stories
- Usage tip: Fixes a habit instead of presenting the product: @busrarii's video opening with “we've been using our Dyson wrong” reached 1,585,757 views.
- Small account, big reach: 6 of the 16 Reels above 1 million views came from micro accounts and brought 40.2% of the views; all of them are Dyson's.
- Owner's voice: 4 of Dyson's 11 Reels in the list carry a “bought it myself” or “not an ad” note; viewers see a real user.
- Comparison and price question: Side-by-side tests that end with a question collect comments: @zynpbnlsy's video drew 948 comments.
Page 4: What to do next
Each step rests on a number from the reports of this dossier
Recommended steps
1. Work with owners who rise on their own @gizematilaa, @zynpbnlsy and @sidelyaze reached about 197, 84 and 51 times their follower counts in views (Home Electronics Most Viewed). Partner with them or share their videos on the brand account; pick creators by views per follower, not by follower count. 2. Build each collaboration around one tip 6 hair-styler try-outs brought 55.1% of Dyson's views in the most-viewed list (Home Electronics Most Viewed). Pick one tip that can be shown on screen: a mode, an attachment or a care step. 3. Tell floor care through bigger faces Dyson's 5 V16/V12 Reels ran on accounts with a median of 145,451 followers and reached a median of 45,817 views; Roborock's reached 244,337 with 860,111 median followers (Competitor Analysis, first recorded counter). Try the same home-mishap story with larger accounts. 4. Use the campaign tag with the accounts that already get views None of Dyson's 15 Reels in the sector's top 50 carries #dysonileiyibak or #dysonrutinim; #DysonİleİyiBak stayed at 7 creators and 8 Reels (Reports 2 and 5). Used by accounts that already get views, the tag makes the wave measurable. 5. Give Dyson its own named football series Dyson's 8 Reels on @nowsporturkiye have a median of 140,264 views; Philips' named 11-Reel segment on the same account has 53,900 (Competitor Analysis, first recorded counter). A recurring Dyson title would tie that attention to the brand.
Method. Posts, Reels and stories naming Dyson and its rivals (10 brands) on the Turkish Instagram accounts Starlecta tracks, 3 Oct – 1 Nov 2026. Reel views were read on Instagram on 2 Nov 2026; median views and ER (per view, Reels) use the first recorded counter. Creator and collaboration counts exclude news, deal and shop accounts; share and the rival table use all accounts. The panel share in Brand Report (44%) counts only verified brand tags and links; the share here uses the Competitor Analysis matching, which also covers product-line tags. The paid partnership label is Instagram's own label; ad disclosure is the #reklam/#işbirliği/#tanıtım tag in the caption. Tiers: Nano <10K · Micro 10K–100K · Macro 100K–1M · Mega 1M+ followers.
Sources. The five Starlecta reports of this dossier: Brand Report · Competitor Analysis · Influencer List · Most Viewed Reels and Stories · Home Electronics Most Viewed Content.