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KPI ExamplesShare of Voice

Share of Voice

Share of Voice (SOV) measures a brand’s share across various marketing channels and major social media networks compared to its competitors. It analyzes social media mentions, website traffic, paid advertising impressions, search engine results pages, and other online mentions to quantify the percentage of a brand’s market presence.
Share of Voice

Competitor Benchmarking

Assess a brand's visibility relative to competitors and gain helpful strategic insights.

Audience Reach Analysis

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

Market Positioning

Identify market standing and adjust brand messaging for marketing channels accordingly.

Content Impact Evaluation

Track content performance 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. 

Why KPIs are Important to Track

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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.   

How Marketing KPIs Interconnect
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
KPIs are important to clients because they want to understand how much they are spending, what they are spending it on and most importantly, what is the return on their spend. They also want to be able to measure the progress of the marketing campaigns month over month.
Jacob Hicks, Magnyfi
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
X
100

What Is a Good Share of Voice?

High SOV signals strong authority and 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 benchmark of 25-30% SOV 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.

1

Ensure Data Accuracy

Confirm data sources and metrics consistency across social media and digital marketing platforms for reliable SOV measurement. 

2

Analyze Over Time

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

3

Put in Context

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

4

Visualize Performance

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

5

Align To Client Goals

Align SOV to specific client goals to reassure clients that all marketing efforts will translate into outcomes that clients value. 

6

Include Actionable Recommendations

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

KPIs allow us, as the agency, to demonstrate our value to the client. There are basic KPIs such as spend, clicks, impressions, ranking, etc., but the real KPIs every client wants to know are leads and/or sales. We like to include both in our monthly reports. Ultimately, what is their ROI from our efforts? When you can clearly demonstrate this month over month, it increases your retention rate and keeps clients paying you month after month.
Jacob Hicks, Magnyfi
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.
digital marketing reporting dashboard

Related Integrations

Helpful Tips

How To Improve Share of Voice

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

1

Focus on Content Quality

Focus on content creation that resonates with the target audience. Engaging, relevant content attracts organic social media mentions, increasing brand visibility naturally.

2

Monitor Competitor Activity

Stay informed on competitor marketing campaigns and social media presence. By adjusting strategies to outperform competitors in active channels, you help a brand strengthen its market share.

3

Leverage Influencers and Partnerships

Collaborate with influencers or complementary brands to expand reach. These partnerships help increase brand mentions, providing a quick SOV lift.

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