Sep 4, 2025 · Excess Share of Voice (ESOV) is one of the most widely recognised principles in marketing effectiveness, built on the simple relationship between a brand’s share of voice (SOV) and its share of market (SOM). Feb 25, 2026 · This guide shows you how to measure, optimize, and convert SOV into pipeline growth using budget-aware strategies and proven frameworks. Diagram showing four steps to understand Share of Voice in marketing with icons and descriptions. Share of voice (SOV) is a measure of the market conversation your brand owns compared to your competitors. It measures your brand’s visibility and influence within industry conversations. The more market share you have, the greater popularity and authority you likely have among users and prospective customers. SOV isn’t a static metric; it’s consta...See full list on sproutsocial.comMeasuring your brand’s share of voice helps you see the bigger picture and where your brand fits into it. It adds context to your performance data, allowing you to pinpoint opportunities for growth and improvement. Calculating your share of voice benefits your business in several key ways:See full list on sproutsocial.comNow that we’ve explored the benefits of measuring share of voice, let’s dive into how to measure it. Use the following formula to calculate share of voice: Share of voice = Your brand metrics / Total market metrics This formula applies across all marketing channels, with slight variations in specific metrics. For example, you might track brand ment...See full list on sproutsocial.comShare of voice measures your brand’s presence in broader market conversations. Marketers can use SOV data to track general brand awareness, identify industry trends and benchmark their performance against the competition. A strong overall SOV often indicates a healthy level of brand awareness and engagement. To gain even deeper insights from SOV da...See full list on sproutsocial.comSocial media is a great channel to actively increase your brand’s share of voice for quicker results that you can measure and refine. It can take time to analyze the impact of your SEO and PPC campaigns, which delays your SOV measurement.
