How many Selena Gomez bags will be sold on Instagram?

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This is a classic question for anyone planning to invest in influencer marketing. How much will I sell if I invest R$ 25,000.00 in an influencer?
The image of Selena Gomez wearing a bag from the New York-based brand Coach is featured in the world's leading magazines, on billboards on major avenues, and in the windows of all the brand's stores. It could have been a European supermodel, but Selena is a 25-year-old woman, 1.65m tall, with a premature career in music, television, and film.
The big question is whether the largest Instagram account, with 130 million followers, is capable of generating revenue and delivering results. Brands such as Adidas, Puma, Asos, and Colcci are increasing their investment in influencer marketing strategies, but is the American singer's influence enough to sell luxury Coach bags on a large scale?

Investment vs. Return

Advertisers worldwide spent around 1.5 billion reais on influencers in 2016, according to eMarketer, but even though the amount is growing, it is negligible compared to digital media spending.
The difficulty for brands lies in analyzing results. With the advent of digital media and tracking metrics for all digital activities, influencer marketing is facing the same situation television did years ago: mass media is difficult to measure. The attribution model in a multichannel world is complex, and the only significant metric is revenue.
What if the collection isn't good? What if the e-commerce site can't handle the traffic? What if the price isn't right for the audience?

Referral traffic, which includes influencers, is the third best source of traffic for major stores.

If the deal with the influencer involves creating an exclusive line or promoting a specific product, sales analysis is much clearer and easier to measure.

Beyond Sales

Although sales results are the most desired metric for investors and business owners, there are other benefits to forming partnerships with influencers.
Influencer campaigns can create buzz around the brand, increasing exposure and generating earned media. They can also introduce the product or brand to new consumers, especially when the goal is to reach millennials.
In the case of the Selena Gomez x Coach partnership, the brand's goal was to improve its image and rejuvenate its positioning. The results on social media were very positive, and the company reported that the bag featured in the campaign's main photo completely sold out, but they are still awaiting sales results for complementary products, the special line, and even Christmas sales.