Share of voice (SoV) is your brand's share of all mentions across comparison brands. It helps you understand how often competitors appear alongside the frequency of your own brand's appearances.
Calculation
Share of voice (%)
= Your brand's mentions ÷ Total mentions across all comparison brands × 100The comparison set includes active owned brands, direct competitors, and indirect competitors. Archived, ignored, and untracked brands are excluded from the denominator.
Each brand counts once per answer. If three brands appear in one answer, that answer contributes three mentions across those brands.
Example
| Comparison brand | Mentions | Share of voice |
|---|---|---|
| Your brand | 40 | 25% |
| Competitor A | 80 | 50% |
| Competitor B | 40 | 25% |
| Total | 160 | 100% |
Your share is 40 ÷ 160 × 100 = 25%.
How it differs from visibility
Visibility uses the answer count as its denominator. Share of voice uses the total mention count across comparison brands.
If the same 100 answers mention your brand 40 times and contain 160 total brand mentions including competitors, visibility is 40% and share of voice is 25%. More competitor mentions can reduce your share even when your visibility stays the same.
Reading the metric
A higher share means your brand receives more mentions relative to the comparison set. It is not overall market share or revenue share. A high value is also possible when total mentions are low, so check your mention count and visibility alongside it.
Adding or removing competitors changes the denominator. When comparing before and after an action, keep the comparison brands consistent as well as the period, prompts, and models.
What to check next
Identify which competitors gained share and the prompts or models where the change occurred. Read their descriptions and sources in Answers to see which features or use cases are discussed compared with your brand.
A website's share of citations is covered in Sources and citations. Brand mention share and citation share are separate metrics.