Why This Matters
Share of voice (SOV) measures your brand's visibility in the market relative to competitors. Higher SOV typically correlates with higher market share growth over time. Increasing SOV strengthens brand awareness, positions your brand as a market leader, and makes it more likely that customers will consider your brand first. SOV is a leading indicator of market share changes — brands that grow SOV typically gain market share.
Common Strategies
SOV strategies include: increasing media spend relative to competitors, investing in content marketing that dominates search results, running PR campaigns that generate media coverage, creating shareable content that amplifies organic reach, engaging in social conversations and industry discussions, sponsoring industry events and awards, and using competitive keyword targeting in paid search.
Key Metrics
Share of voice in media, search SOV (paid and organic), social SOV, advertising impression share, and brand mentions vs. competitors.
Tools & Technologies
Media monitoring (Meltwater, Cision, Brandwatch), SEMrush (Share of Voice), social listening tools, and competitive intelligence platforms.