Share of Voice (SOV) is a marketing metric that measures your brand's visibility or presence within its market compared to its competitors. It's often expressed as a percentage and indicates how much of the conversation or attention in a specific space your brand commands. A higher SOV generally suggests greater brand awareness and market influence.
SOV can be calculated across various channels, including social media, advertising spend, search engine results, or media mentions. The method of calculation depends on the specific channel being analyzed.
How to Calculate Share of Voice
The fundamental formula for calculating Share of Voice is straightforward:
SOV (%) = (Your Brand's Mentions / Total Mentions in the Market) * 100
In this calculator:
Total Mentions (Your Brand + Competitors): This represents the sum of all mentions for your brand and all relevant competitors within the defined market or campaign period. This could be social media posts, news articles, blog mentions, etc.
Your Brand's Mentions: This is the number of times your specific brand was mentioned within the same defined market or campaign period.
For example, if your brand was mentioned 250 times and your competitors were mentioned a combined 750 times, the total market mentions would be 1000 (250 + 750). Your Share of Voice would then be (250 / 1000) * 100 = 25%.
Why is Share of Voice Important?
Brand Awareness: A higher SOV often correlates with higher brand awareness among the target audience.
Competitive Analysis: It provides a clear benchmark against competitors, highlighting areas where your brand is strong or weak in terms of visibility.
Marketing Effectiveness: Tracking SOV over time can help assess the impact of marketing campaigns on brand presence.
Market Positioning: It helps understand your brand's position and influence within the industry landscape.
Use Cases for SOV
Social Media Monitoring: Track brand mentions versus competitors on platforms like Twitter, Facebook, and Instagram.
Public Relations: Measure media coverage and press mentions.
Advertising: Analyze share of ad spend or ad impressions within a specific category.
Content Marketing: Gauge visibility of your content versus competitor content in search results or industry publications.
By consistently monitoring and aiming to improve your Share of Voice, you can gain a significant competitive advantage and build a stronger, more recognized brand.
function calculateSOV() {
var competitorMentionsInput = document.getElementById("competitorMentions");
var yourMentionsInput = document.getElementById("yourMentions");
var resultValueDiv = document.getElementById("result-value");
var totalMentions = parseFloat(competitorMentionsInput.value);
var yourMentions = parseFloat(yourMentionsInput.value);
if (isNaN(totalMentions) || isNaN(yourMentions)) {
resultValueDiv.textContent = "Invalid Input";
resultValueDiv.style.color = "#dc3545";
return;
}
if (totalMentions <= 0) {
resultValueDiv.textContent = "Total mentions must be positive";
resultValueDiv.style.color = "#dc3545";
return;
}
if (yourMentions totalMentions) {
resultValueDiv.textContent = "Your mentions cannot exceed total mentions";
resultValueDiv.style.color = "#dc3545";
return;
}
var sov = (yourMentions / totalMentions) * 100;
resultValueDiv.textContent = sov.toFixed(2) + "%";
resultValueDiv.style.color = "#28a745";
}