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Main metricsShare of Voice
Main metrics

Share of Voice

Understand Share of Voice as the share of mentions your brand receives compared to tracked competitors, what affects it, and how to use it.

Definition

Share of Voice (SOV) shows how often people mention your brand compared to the other brands you track.

It answers the question: out of all the responses where any tracked brand is mentioned, what portion mention your brand.

What Share of Voice means

SOV tells you how visible and present your brand is in the conversations your data covers.

A higher SOV means your brand appears in more of the relevant responses than your competitors. A lower SOV means competitors are being mentioned more often than you are.

Use it as a way to compare attention across brands, not as a measure of sentiment or quality.

How Share of Voice is counted

The Share of Voice is calculated as:

Share of Voice = Your brand mentions ÷ total brand mentions (non-unique)

Share of Voice is based on responses that mention at least one tracked brand.

For each response, the system checks which brands are mentioned. If your brand is mentioned at all, that response counts as a mention for you. The same is done for every competitor you track.

Across all these responses, the system totals how many times each brand is mentioned. Your SOV is your share of those total mentions across you and your tracked competitors.

SOV is always relative. It depends on which competitors you track and how often they are mentioned. If you add or remove competitors, or if a competitor suddenly gets more attention, your SOV can change even if your own mention volume stays the same.

How to interpret Share of Voice

SOV is expressed as a percentage between 0% and 100%.

  • If your SOV is closer to 0%, your brand is rarely mentioned compared to the others.

  • If your SOV is around 50%, your brand is mentioned about as often as all other tracked brands combined.

  • If your SOV is closer to 100%, your brand dominates the mentions among the tracked set.

Because SOV is relative, a change in your percentage does not always mean your own mentions changed. It may reflect shifts in competitor mentions as well.

Common reasons Share of Voice changes

Several factors can move your SOV up or down:

  • Changes in your own activity: Campaigns, launches, or news that increase or decrease how often people talk about your brand.

  • Competitor campaigns or events: Competitors running promotions, going viral, or receiving press can increase their mentions and reduce your share.

  • Seasonality: Periods where certain products or topics become more relevant can shift attention between brands.

  • Data coverage changes: Adding new data sources or filters can bring in more responses that mention some brands more than others.

  • Competitor set changes: Adding or removing competitors changes the total pool of mentions, which can raise or lower your SOV even if nothing else changes.

Tips for using Share of Voice

  • Track trends, not single points: Look at SOV over time to spot lasting shifts instead of reacting to one-day spikes.

  • Compare with volume: Check SOV alongside your total mentions to see whether gains come from your growth, competitor declines, or both.

  • Segment where it matters: Filter SOV by topics, individual prompts, or models to see where you lead or lag.

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