Key takeaways
- SOV compares your visibility with a defined set of competitors.
- Measure it one channel at a time, with the same competitor list each time.
- A rising share means more visibility, not automatically more buyers.
How do you calculate share of voice
You calculate share of voice by dividing your brand's mentions or impressions in a channel by the total for all the brands you track in that channel, over the same period. Choose the channel and the competitor list first, and keep both fixed so the figures compare over time.
Here is an illustrative example. An invented cybersecurity firm counts trade press articles about its category in a quarter. Of 60 articles naming any of the five brands it tracks, 12 name the firm. Its share of voice in trade press is 12 out of 60, or one in five.
Where can you measure share of voice
You can measure share of voice in any channel where you can count your presence and your competitors' presence the same way. Each channel tells you something different, so keep them separate rather than blending them into one figure.
- Paid search and display: your impressions against competitors' for the same terms.
- Organic search: how often you rank for a set of category searches.
- Press and analyst coverage: articles or reports that mention each brand.
- Social media: posts and conversations naming each brand.
- AI assistant answers: how often each brand is named for the questions buyers ask.
Why does share of voice matter in B2B
Share of voice matters in B2B because buyers usually shortlist suppliers they have already heard of. A brand that is seen often in the places buyers learn is more likely to be on the list when a need arises, long before anyone fills in a form.
It also gives marketing an early signal. Pipeline can be slow to show the effect of brand work, but a change in share of voice can show sooner whether the work is being seen.
What are the limits of share of voice
Share of voice measures volume, not quality, so it can rise for the wrong reasons. A product outage that hits the press increases mentions too. Pair it with a simple read of sentiment and of whether the mentions reach your buyers.
It also depends on who you count. Leave out a fast-growing competitor and your share looks better than it is, so review the competitor list every few months.
Where Pebbles Ai fits
- CapabilityResearch & analysisResearch & analysis reads competitors' websites and public sources and builds research you can trace back to its sources, a starting point for seeing which brands speak to your buyers and how.
- CapabilitySocialboxSocialbox includes LinkedIn search for people, companies and posts, and keeps your LinkedIn and Instagram posts beside your LinkedIn, WhatsApp, Instagram and Telegram chats.
Common questions
What does SOV stand for in marketing?
SOV stands for share of voice. It is your brand's portion of the visibility or conversation in a market, compared with the competitors you choose to track.
What is a good share of voice?
There is no universal target. A useful sign is a share that grows over time against the same competitors, in the channels your buyers actually use.
Is share of voice the same as market share?
No. Market share is your portion of sales in a market; share of voice is your portion of visibility. Visibility can lead to sales, but the two are measured separately.
About this page. Written by the Pebbles Ai team for people who run sales, marketing and growth. Last updated .
