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Share Of Voice

3 mins

What is it? #

Share of Voice (SOV) is a marketing metric that measures the percentage of time a brand or product is mentioned or seen in a given market or industry. It is a useful indicator of a brand’s visibility, presence, and market share, and is often used to evaluate the effectiveness of marketing campaigns and strategies. SOV can be calculated by dividing the total number of mentions or impressions of a brand by the total number of mentions or impressions of all brands in the same market, and then multiplying by 100 to get a percentage. A high Share of Voice indicates a strong brand presence and a larger portion of the market’s attention, while a low Share of Voice may signal the need for a more aggressive marketing approach.

Here are some examples: #

Share of Voice (SOV) is used in various industries and contexts to measure the visibility and presence of a brand, product, or service in a market. Here are some examples:

  1. Advertising: SOV is commonly used in the advertising industry to measure the share of a brand’s advertising efforts compared to its competitors. By calculating the percentage of a brand’s ads in a specific media channel (e.g., television, radio, online), advertisers can determine their brand’s visibility and make adjustments to their marketing strategies.

  2. Social Media: SOV can be used to measure a brand’s share of voice on social media platforms like Facebook, Twitter, and Instagram. By analyzing the number of mentions, shares, and engagement a brand receives compared to its competitors, businesses can assess their social media presence and make improvements to their content strategy.

  3. Online Search: SOV can be applied to search engine optimization (SEO) to measure a website’s share of organic search results for specific keywords. By calculating the percentage of times a website ranks in the top search positions, businesses can evaluate their online visibility and make adjustments to their SEO strategy.

  4. Influencer Marketing: SOV can be used to measure a brand’s share of voice through influencer partnerships. By analyzing the number of posts, engagement, and reach a brand receives from influencers compared to its competitors, businesses can assess their influencer marketing strategy and make improvements to their partnerships.

  5. Public Relations: SOV can be applied to measure a brand’s share of voice in news coverage and media mentions. By calculating the percentage of times a brand is mentioned in news articles, press releases, and other media sources, businesses can evaluate their public relations efforts and make adjustments to their media strategy.

  6. Customer Reviews: SOV can be used to measure a brand’s share of voice in customer reviews and testimonials. By analyzing the number of reviews and testimonials a brand receives compared to its competitors, businesses can assess their customer satisfaction and make improvements to their products and services.

  7. Market Research: SOV can be applied to measure a brand’s share of voice in market research studies and surveys. By calculating the percentage of respondents who mention a brand or product when asked about their preferences, businesses can evaluate their market presence and make adjustments to their product positioning and pricing strategies.

In Summary #

Share of Voice (SOV) is a marketing metric that measures the percentage of time a brand is mentioned or seen in a given market. It helps businesses understand their market presence, identify opportunities for growth, and benchmark their performance against competitors. SOV can be calculated using various methods, such as surveys, social media monitoring, and web analytics. By tracking and optimizing their Share of Voice, businesses can improve their marketing strategies, increase brand awareness, and ultimately drive more sales.