Share of Voice
Share of voice (SOV) is a metric that measures your brand's presence in a market relative to competitors. In social media, it's typically calculated as: (your brand mentions ÷ total mentions of all brands in your category) × 100. A higher share of voice indicates stronger brand awareness relative to competitors.
Share of voice in social media
Social share of voice measures how often your brand is mentioned compared to competitors in online conversations. It's tracked across social media, news, blogs, and forums. A brand with 30% share of voice in a 5-brand market gets nearly one in three relevant mentions — a strong position.
Share of voice vs. share of market
Share of voice measures awareness (mentions). Share of market measures revenue. Research suggests brands with SOV above their share of market tend to grow — the "excess share of voice" (eSOV) theory. While not a direct sales metric, improving SOV is correlated with long-term growth.
Common questions about Share of Voice
What is share of voice in marketing?
Share of voice measures your brand's presence relative to competitors — the percentage of total category mentions that belong to your brand. It's an awareness metric used to benchmark competitive standing.
How is share of voice calculated?
Share of voice = (your brand mentions ÷ total brand mentions in category) × 100. For example, if your brand gets 400 mentions and total category mentions are 1,000, your SOV is 40%.
Related terms
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