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Share of Voice

Share of Voice (SOV) measures a brand's share of visibility across different marketing channels and major social media platforms compared to competitors. It evaluates brand conversations, organic search traffic, paid advertising clicks, and impressions data to quantify the percentage of a brand’s market presence.

Share of Voice

Competitor Benchmarking

Assess your brand's measures of visibility compared to competitors and gain insights into your competitive metrics.

Audience Reach Analysis

Assess how effectively the brand engages the target audience on major social networks.

Market Positioning

Evaluate your brand's presence and standing in the market to adjust brand messaging for marketing channels accordingly.

Content Impact Evaluation

Track the performance of your content strategy across channels to refine messaging across marketing efforts.

Market Presence Insights

Why Share of Voice Is Important

Calculating Share of Voice (SOV) is critical to understanding how often a brand appears in its market compared to its competitors. It indicates how effectively the brand reaches its intended audience. By tracking social media mentions on major social media platforms and performing sentiment analysis, this KPI helps pinpoint areas where a brand leads or falls behind in market presence.

Reporting on Share of Voice

Digital Marketing Dashboard Example

The AgencyAnalytics digital marketing dashboard streamlines how you track SOV through multiple Share of Voice tools and social listening tools. Use seamless integrations to monitor website traffic metrics and engagement metrics from one user-friendly interface. Enjoy the ease of visualizing social media analytics and brand visibility across multiple channels in real-time. This customizable dashboard simplifies reporting by helping you tailor data views, spotlight key insights from your client’s primary social media platform, and deliver clear client updates on campaign progress and impact.

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Related Integrations

Ahrefs

Semrush

Helpful Tips

How To Improve Share of Voice

Below are three actionable tips to enhance SOV across marketing channels.

Focus on Content Quality

Focus on creating high-quality content with relevant keywords to improve organic search rankings. Engaging, relevant content attracts organic social media mentions, increasing brand visibility naturally.

Monitor Competitor Activity

Stay informed on competitor marketing campaigns and social media presence. Monitor competitor ad space and social media share to adjust your SEO strategy.

How To Measure and Improve Share of Voice for Clients

Learn how to measure and improve Share of Voice to retain current clients and win new business for your agency.

Hero image for the blog post: 14 SOV Measurement Tools Your Agency Needs

14 Share of Voice Tools Every Agency Needs

These are the top 14 SOV tools your agency needs to create and optimize successful marketing campaigns for your clients.

The Ultimate Agency Guide to Social Media Analytics

What Is Social Media Analytics? The Ultimate Guide for Marketing Agencies

Discover how to leverage social media analytics tools to enhance your agency's client reporting. Optimize results with streamlined social media analytics.

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See More KPI Examples

Engagement Rate

Engagement rate is a measure of how many people interact with specific content.

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Key Metric Connections

How Share of Voice Relates To Other KPIs

Marketing metrics like Engagement Rate and Brand Awareness complement SOV to highlight how effectively a brand’s visibility connects with its audience. A strong SOV paired with a high Engagement Rate signals that a brand consistently captures attention. PPC share KPIs such as Cost per Acquisition (CPA) and Return on Ad Spend (ROAS) also complement SOV to reveal how well a brand turns its presence into valuable business outcomes.

When you measure Share of Voice alongside these marketing metrics, you help clients allocate budgets more strategically. You also help your agency optimize client marketing campaigns for maximum conversion potential and financial success.

Visibility Drivers

Key Factors That Impact Share of Voice

Several elements influence SOV. Budget allocation is a primary driver since spending more on paid advertising increases brand visibility. Quality of content creation and publishing frequency also play a role. Brands that consistently produce high-quality, engaging content typically secure more frequent brand mentions on social media accounts. Competitor activity is another influencing factor. A brand’s relative market share may decrease when competitors enhance their marketing efforts.

KPI Definitions - Other Factors to Consider

Formula

How To Calculate Share of Voice

Calculate Share of Voice by dividing the brand's total mentions or impressions by the total across all competitors and multiplying by 100 to receive a percentage.

Share of Voice Formula Example

Share of Voice

Brand Mentions or Impressions

Total Market Mentions or Impressions

100

What Is a Good Share of Voice?

High SOV signals market authority and strong brand recall, often translating into higher customer engagement and loyalty. It generally indicates that a brand commands a visible and competitive presence in its market.

While specific targets vary by industry, a Share of Voice Percentage between 25-30% is often considered strong.

What Is a Bad Share of Voice?

A low SOV suggests a brand may struggle to capture attention compared to its competitors.

Typically, an SOV below 10% indicates limited visibility. This signals the need to adjust a digital marketing strategy to improve competitive positioning.

How To Set Share of Voice Benchmarks and Goals

Establish visibility targets for clients by analyzing historical data and industry standards. Reviewing past SOV provides a baseline, while industry averages offer reference points to match or exceed competitors. Aligning these benchmarks with business goals ensures that SOV objectives drive brand growth effectively.

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Client Perspective

Why Share of Voice Matters to Clients

For clients, SOV is a valuable indicator of how effectively their brand stands out in a crowded market. This metric reveals how often the brand appears on the same social media platforms as competitors, offering insight into its relative market power. Clients appreciate SOV as a tangible measure of their brand's growth and influence.

Why Marketing KPIs Matter to Agency Clients

Agency Advantage

Why Share of Voice Matters to Agencies

As for your agency, using SOV demonstrates the success and impact of your marketing strategies. A high SOV affirms your agency’s ability to deliver value in a competitive environment. SOV is also a critical measure to help you refine current and future campaigns for engagement and conversion effectiveness.

Why Marketing KPIs Matter to Digital Agencies

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Best Practices When Analyzing and Reporting on Share of Voice

Conducting a detailed SOV analysis across various lenses strengthens campaign effectiveness and enhances competitive insights.

Ensure Data Accuracy

Use the right tools, such as social listening tools, to track consistent data across social media and digital marketing platforms.

Analyze Over Time

Use social media monitoring tools to track SOV trends like monthly search volume over time. This provides context on growth and highlights the impact of your campaigns.

Put in Context

Interpret trends and anomalies in SOV to identify areas of opportunity or concern. This allows for timely campaign adjustments.

Visualize Performance

Use clear visuals to help clients understand SOV results in the context of competitors. Visualizations make reports easier for clients to understand.

Align To Client Goals

Align Share of Voice metrics to specific client goals to reassure clients that all marketing efforts will translate into outcomes that clients value.

Include Actionable Recommendations

Include actionable recommendations within your SOV reports to guide clients on your next steps and make results more impactful.

Leverage Influencers and Partnerships

Collaborate with influencers to tap into new audience demographics and improve your brand's position.

We wanted one platform that connects Google Analytics, Google Ads, and Shopify to generate a consolidated report for our clients. AgencyAnalytics removes manual labor from data entry and reporting, and clients have access to their report data in real time.

Jerome Gibran de Jesus / Ad Operations Manager

Brand Awareness

Brand Awareness measures how well a brand is recognized and recalled by consumers within a target market.

Impressions

Impressions represent the total count of times digital content, such as an ad, web page, or social media post, is displayed on a user's screen.

CAC

Customer Acquisition Cost (CAC)

Customer Acquisition Cost, commonly known as CAC, represents the total expenses a business incurs to acquire a new customer.

Conversion Rate

Conversion Rate measures the percentage of leads or visitors to a website or application who take a desired action, such as making a purchase or filling out a form.

CTR

Click-Through Rate (CTR)

Click-through Rate, commonly abbreviated as CTR, measures the percentage of clicks received on online advertising or a link relative to the number of times it has been viewed.