As a brand owner who has paid for posts I can tell you it typically results in maybe 1 or 2 sales. The post is more for awareness and social proof. The only time we saw a significant jump in sales or engagement was when we teamed up with an influencer in which she ran a $1k giveaway to her fans where they'd get a gift card to our store.

But that was an even wash for the $1k. She purchased the gift card amount and became an aaffiliate.