Share of voice is a way of measuring your brand’s visibility compared to your competitors. It’s a great metric to focus on if you’re looking to increase brand awareness or sales.

This pie chart shows how share of voice splits among four competitors.

In the past, share of voice was used to measure the success of your paid advertising. Now the definition covers overall online visibility: social media mentions, news and blog coverage, where you show up in organic search, and how often your ads appear.

It’s also more than a visibility score. Research from Les Binet and Peter Field, published by the IPA in The Long and the Short of It, popularised the idea of “excess share of voice,” which holds that when a brand’s share of voice is higher than its share of market, the brand tends to gain market share over time.

The reverse is also true. That relationship is why marketing leaders treat share of voice as an early signal of where the business is heading, not just a snapshot of who is loudest.

In short: share of voice tells you what percentage of the total conversation in your category belongs to you.

Bonus: Get a free social media analytics report template that shows you the most important metrics to track for each network.

Social share of voice is a way to measure how much people are talking about your brand on social media. It’s usually measured as a percentage of total mentions within an industry or among a defined group of competitors.

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