Share of Voice
Share of voice is the percentage of all conversation in your market that mentions your brand.
Share of voice (SOV) is your brand's portion of the total mentions, conversations, or ad presence in a category, shown as a percentage. The formula is your brand mentions / total category mentions x 100. It measures market visibility and how loud you are relative to competitors, across social mentions, hashtags, search, or paid impressions. SOV matters because brands that own a larger share of conversation tend to win a larger share of market over time. Marketers track it to benchmark against rivals, judge campaign cut-through, and spot when a competitor is surging. Measure it with social listening on branded terms and category keywords, and compare it to your share of market to find growth gaps.
Examples
- Your brand earns 300 of 1,500 category mentions, a 20 percent share of voice.
- A product launch lifts SOV from 12 to 28 percent over two weeks.
- Tracking a campaign hashtag shows you trailing a rival 18 to 35 percent.