What does share of voice mean?
Also called: SOV
Share of voice
A brand's mentions as a percentage of all mentions across its competitive set, showing how much of the category conversation it owns.
Share of voice turns an unbounded number into a bounded one. Two thousand mentions means nothing on its own; two thousand out of a category's ten thousand means the brand owns a fifth of the conversation.
It moves for two reasons. You gained, or a competitor lost, and separating those requires tracking the whole set, not just yourself. This is why a competitive set is the unit of monitoring rather than a single brand.
How we calculate it
From the mentions we found for each brand in the set, every brand searched the same way, so it is a share of our sample rather than of every post on Instagram.