Guide · Share of voice · 7 min read

How to measure the share of voice

The share of voice helps you measure brand awareness, find influencers and increase your market share. Here's the complete method.

The formula

Share of voice = your weighted brand mentions ÷ all mentions in your competitive set × 100. “Weighted” matters: a front-page feature counts more than a buried reply, so weight by reach and source authority, not raw counts.

Picking your competitive set

Choose three to five true rivals — brands your buyers actually compare you with — plus one aspirational brand to chase. Revisit the set yearly; markets move.

Direct rivals: same category, same buyer.
Share-of-search rivals: whoever ranks for your money keywords.
Conversation rivals: whoever appears beside you in threads and roundups.

Benchmarks worth knowing

In most consumer categories the leader holds 30–45% of weighted voice; challengers sit at 10–20%. A sustained 5-point gain typically precedes a measurable search-lift within a quarter — which is why voice is a leading indicator, not a vanity metric.

Growing your share

Publish original data journalists cite, respond publicly where your category is discussed, seed review volume after every release, and track which channels over-deliver for you versus rivals. Then double down there.

Where Goodstanding fits

Goodstanding computes share of voice daily against any competitor set you define, with reach-weighting built in and alerts when your share moves more than your threshold.

Analyse your share of voice.

Benchmark against any rivals in minutes, not spreadsheets.