Die Share of Voice, or SOV, is in online marketing a A measure of brand visibility. Traditionally, it describes the percentage market share of advertising measures compared to the overall market have. Today, it is broadened and thus also related to visibility through SEO and social media. The key figure is translated as 'number of votes, 'as the term is based on the proportion of Mentions of a brand on Google or social media within an advertising period obtains. It measures presence on a specific platform as opposed to the competition. In doing so, it delivers a data-based assessment of the range compared to the competition and is therefore a good indicator How effectively the communication strategy works. It is not to be confused with the share of market, which relates to turnover.
Shortly in advance:
- Share of Voice measures visibility on various channels
- Monitoring by means of a tool is useful for a data-based assessment of brand communication
- As a relative metric of marketing, other indicators such as the conversion rate are also central
Why is Share of Voice important?
- The market value of a company will be determined
- The positioning compared to the competition will be determined
- The notoriety of the company is measured
- It is analysed how engaged your own target group is
How is SOV evaluated?
Mentions, comments and general discussion shares are used for the evaluation. These can be mentions and hashtags on Instagram, for example, or links in blogs or on other websites that say something about popularity. Databases and AI-based measurement tools, such as well-known SEO tools, help with recording. To calculate SOV, advertising expenditure is divided by total market advertising expenditure.
SEO tools calculate the SOV based on the Keyword click-through ratesthat you use on the website and compare it with the competitors. Social media tools define rules as to which hashtags and terms should be taken into account to track mentions. Posts, stories and comments are analyzed. Speech recognition tools can also be used to evaluate (oral and written) discourses in comments. For example, it is evaluated how and how much is talked about an advertising campaign. Common tools per SEO and social media are Google Search Console or Semrush as well as Listening tools like Mention or Brandwatch.
What strategies are there for share of voice?
The share of voice measures brand awareness on a specific channel. That is, it gives the percentage of mentions for each individual channel.
- blog: Use companies blogs to make them for search engines and optimize AI platforms to ensure reach and brand recognition.
- online advertising: places ads on social media and Google, increases awareness and visibility immensely.
- PR: The ads that are posted in industry-relevant magazines should not be underestimated, even in times of SEO and influencer marketing.
- influencer marketing: Collaborations with influencers can also be used to increase reach and reach the target group better or to attract new customers.
- User-generated content: campaigns have the purpose of becoming a topic of conversation and making people the brand, for example, in mention comments on Instagram or create other content. That is also the intention of a call for a challenge on TikTok or the 'now you do' trend on Instagram.
What are the benefits of analysing Share of Voice?
Since it is at SOV Around a relative metric acts, it can easily be influenced by external factors, regardless of marketing measures. In addition to SOV, the conversion rate And the customer loyalty key indicators for a brand's success. In highly competitive industries such as technology and softwares Or retail, however, SOV analysis is often used to position the market and optimize marketing measures.
