How do you calculate share of voice?

Share of voice is your number divided by the total of all competitors' numbers, expressed as a percentage. The formula is SOV % = (your value ÷ total of all values) × 100. If your brand gets 2,500 mentions and competitors get 7,500 combined, the total is 10,000 and your SOV is (2,500 ÷ 10,000) × 100 = 25%.

What metrics can I use to measure share of voice?

Any visibility metric works: organic search traffic, paid ad impressions, media mentions, social conversation volume, review count, or even branded search volume. The calculation is the same regardless — your metric divided by the total market metric. Just keep the metric consistent: don't mix mentions with impressions.

What is a good share of voice?

It depends on your category and position. A 10% SOV in a crowded market with dozens of players can be dominant; 40% SOV in a two-horse race is losing. Compare your SOV against your market share: if SOV is higher, you're overspending or overindexing on visibility relative to revenue. If SOV is lower, competitors are outmarketing you and your pipeline is at risk.

Why does share of voice matter?

Share of voice is a leading indicator of market share. When a competitor's SOV climbs faster than yours, their brand is compounding in buyers' minds before deals are even in play. SOV moving up ahead of revenue signals that your marketing is working; SOV flat while a rival's climbs is early warning that you're losing ground.

Is this share of voice calculator free? Do I need an account?

Yes, and no account. The calculator runs entirely in your browser. We only ask for an email if you want to download the result as a PDF.

Free tool

Share of Voice Calculator

Enter your brand's mentions, impressions, or traffic alongside your competitors' numbers, and see each player's share of voice as a percentage — with a chart. Free, runs in your browser, no account.

Your brand + competitors → share of voice %

Mentions, impressions, traffic — any visibility metric. Keep it consistent across all brands.

Your brand Competitor 1 Competitor 2 (optional) Competitor 3 (optional) Competitor 4 (optional)

Your share of voice —

Competitor 1 —

Competitor 2 —

Competitor 3 —

Competitor 4 —

Total market visibility —

Numbers update as you type. Nothing is saved on our servers.

You just calculated share of voice once. It moves every day.

Outmano tracks SOV across search, reviews and social automatically — alerts you when a competitor's visibility spikes, and shows you exactly where they're winning attention you're not.

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The share of voice formula, and why it's a leading indicator

SOV % = (your value ÷ total of all values) × 100

If your brand gets 2,500 mentions in your category and competitors get 7,500 combined, the total is 10,000, and your share of voice is (2,500 ÷ 10,000) × 100 = 25%. The same math works for any visibility metric: search traffic, ad impressions, social posts, review volume, or branded search queries.

What makes share of voice powerful is that it moves before market share does. When a competitor's SOV climbs, it means buyers are seeing their brand more often than yours — in search results, in media, in social feeds — and share of voice compounds into familiarity before the deal is even in play. SOV is the early-warning system: if theirs is accelerating and yours is flat, you're losing mindshare now and pipeline later.

Compare your SOV against your market share (your revenue as a percentage of total category revenue). If SOV is higher than market share, you're investing ahead of revenue — your marketing is working, but hasn't converted yet. If SOV is lower, competitors are outmarketing you and your brand is invisible relative to your slice of the revenue.

What metrics to use for share of voice

Search traffic

Organic visits to your domain vs competitors' for the keywords your category owns. A rising search SOV means you're winning more top-of-funnel attention.

Paid impressions

Ad impressions served for your brand vs theirs on the same keywords. High paid SOV with low organic SOV signals you're buying visibility they're earning.

Media mentions

Press, blogs, and editorial coverage. A competitor mentioned twice as often as you is controlling the narrative in your category.

Social conversation

Posts, shares, and comments about your brand vs theirs. Spikes in social SOV often precede spikes in demand.

Review volume

Total reviews on G2, Capterra, Trustpilot, or category-specific directories. More reviews means more social proof and more visibility in filtered searches.

Pick one metric and track it consistently. Mixing impressions with mentions or traffic with social posts produces a number that means nothing. Comparing your May search SOV against your June search SOV is the signal.

How to calculate and use share of voice

Pick one consistent metric. Search traffic, media mentions, social volume, review count, or ad impressions — choose one and measure everyone the same way. Mixing metrics in one SOV calculation is meaningless.
Include every player that matters. SOV is only useful if the denominator captures the whole visible market. Missing a competitor who owns 30% of category mentions makes your number wrong.
Divide your value by the total, then multiply by 100. 2,500 mentions out of 10,000 total is (2,500 ÷ 10,000) × 100 = 25%.
Track it over time, not once. One SOV reading is a snapshot. Movement is the insight: is your share climbing, flat, or falling while a rival's accelerates?
Compare SOV against market share. If your SOV is 30% but your revenue share is 15%, your marketing is working ahead of sales. If SOV is 15% and revenue is 30%, you're coasting on an old brand and competitors are outmarketing you.
Investigate spikes in competitors' SOV. When a rival's share jumps, find out why: a product launch, a funding announcement, a new content series, or paid media they're running. Their playbook is visible in the numbers.

Tracking share of voice by hand is slow and incomplete. The Competitor Finder names the competitors to include in your denominator, the Competitor Analysis Generator maps where they're visible and you're not, and Outmano's tracking surfaces SOV shifts the day they happen. Also see share of search, SOV's slower, branded-demand cousin.

Share of voice calculator FAQ

How do you calculate share of voice?: Share of voice is your number divided by the total of all competitors' numbers, expressed as a percentage. The formula is SOV % = (your value ÷ total of all values) × 100. If your brand gets 2,500 mentions and competitors get 7,500 combined, the total is 10,000 and your SOV is (2,500 ÷ 10,000) × 100 = 25%.
What metrics can I use to measure share of voice?: Any visibility metric works: organic search traffic, paid ad impressions, media mentions, social conversation volume, review count, or even branded search volume. The calculation is the same regardless — your metric divided by the total market metric. Just keep the metric consistent: don't mix mentions with impressions.
What is a good share of voice?: It depends on your category and position. A 10% SOV in a crowded market with dozens of players can be dominant; 40% SOV in a two-horse race is losing. Compare your SOV against your market share: if SOV is higher, you're overspending or overindexing on visibility relative to revenue. If SOV is lower, competitors are outmarketing you and your pipeline is at risk.
Why does share of voice matter?: Share of voice is a leading indicator of market share. When a competitor's SOV climbs faster than yours, their brand is compounding in buyers' minds before deals are even in play. SOV moving up ahead of revenue signals that your marketing is working; SOV flat while a rival's climbs is early warning that you're losing ground.
Is this share of voice calculator free? Do I need an account?: Yes, and no account. The calculator runs entirely in your browser. We only ask for an email if you want to download the result as a PDF.