Key Takeaways:
- Share of Voice (SOV) measures your brand’s visibility…and measurement of market conversion… compared to competitors across channels like paid media, social, PR, and organic content.
- SOV is directly linked to market share growth—brands that dominate visibility often dominate their industries.
- Maintaining SOV in a fragmented digital landscape requires balancing paid, earned, and owned strategies.
- The right SOV strategy demands a clear understanding of competitors, a focus on creative differentiation, and a keen eye on emerging platforms.
- Brands that achieve 10% excess SOV (beyond market share) typically see a 0.5% increase in market share annually.
THE RACE FOR ATTENTION IN A CROWDED SPACE
We live in an attention economy where the loudest voices don’t just win—they dominate. Every day, brands compete across countless platforms for a finite resource: their audience’s focus. Share of Voice (SOV) has emerged as the clearest measure of success in this increasingly crowded landscape. If your brand’s message isn’t being heard, your market share is already slipping.
Simply put, SOV measures your visibility compared to competitors. It’s not just about how much noise you’re making but how much of the conversation you own in your industry. Think of it as your share of the pie—and in business, shrinking slices rarely lead to growth.
Brands that prioritize SOV consistently see real results. Research shows that achieving a higher SOV than your current market share—known as excess SOV—leads to faster growth. Even a 10% excess SOV can drive an annual 0.5% boost in market share.
WHY SHARE OF VOICE MATTERS NOW MORE THAN EVER
Les Binet and Peter Field‘s research has demonstrated that brands investing in excess Share of Voice (SOV) tend to experience accelerated growth and outperform competitors during economic downturns. Their analysis indicates that maintaining an SOV higher than one’s market share correlates with increased market share over time.
Similarly, Amazon’s focus on long-term growth and customer acquisition during the 2008 recession enabled it to emerge stronger post-crisis. By continuing to invest in its business and marketing efforts, Amazon’s revenue and market share increased significantly during and after the recession.
These examples underscore the importance of maintaining or increasing SOV during challenging economic times to drive growth and outperform competitors.
THE EVOLUTION OF SOV: BEYOND PAID MEDIA
Once confined to TV ads and print placements, SOV now spans earned media, influencer mentions, organic content, and paid strategies. For example:
- Paid SOV: Coca-Cola consistently dominates paid media spend, securing its position as a global market leader.
- Earned Media SOV: Tesla’s PR strategy generates unparalleled media coverage—often for free—giving it higher earned SOV than competitors with larger ad budgets.
- Social SOV: Brands like Nike thrive on platforms like Instagram by owning share of conversation with campaigns like “You Can’t Stop Us,” which generated over 50 million views organically.
Understanding and balancing these elements is what separates brands that stand out from those that get lost in the noise. Today, Share of Voice isn’t just about being seen—it’s about how well you resonate.
NAVIGATING A FRAGMENTED LANDSCAPE
Here’s the challenge: attention is fleeting, algorithms are unpredictable, and the digital landscape is more fragmented than ever. Consumers bounce between platforms, devices, and content formats at lightning speed. The window to capture attention? Just 8 seconds on average.
If your brand isn’t showing up consistently, you’re ceding ground to competitors who are. Brands that maintain a balanced SOV strategy—where creative, earned media, and paid efforts work in harmony—are the ones that thrive. Staying quiet or reducing visibility is a risk, especially during uncertain times when competitors double down.
The takeaway? You can’t afford to wait for attention. You have to earn it, creatively and consistently.
HOW TO TAKE CONTROL OF YOUR SOV
Improving your Share of Voice starts with a clear strategy:
- Benchmark Your Brand: Where do you stand compared to competitors? Tools like Brandwatch or SEMrush give a data-driven view of your current SOV.
- Balance Paid, Earned, and Owned Media: While paid strategies secure visibility, earned and organic strategies amplify trust and credibility.
- Invest in Creativity: Breaking through the noise requires bold, human storytelling. Think of campaigns like Dove’s Real Beauty or Apple’s Shot on iPhone—both achieved massive SOV by focusing on emotional, differentiated content.
- Leverage Emerging Platforms: Early adopters of TikTok, LinkedIn Stories, or AI-driven content have seen outsized visibility gains.
- Measure & Optimize: SOV isn’t a static metric. Track progress monthly, assess competitor activity, and adjust investments to stay ahead.
THE FUTURE OF SOV: A CALL TO ACTION
As technology evolves, Share of Voice will become even more dynamic. Artificial intelligence and advanced analytics are giving brands smarter tools to measure SOV in real time. Yet the fundamental question remains: How are you earning attention?
The brands of tomorrow aren’t just shouting louder; they’re creating moments that matter. Whether it’s a breakthrough campaign, a cultural conversation, or a loyal community, SOV is about showing up and standing out.
QUESTIONS TO CONSIDER:
- What is your current Share of Voice across paid, earned, and owned channels?
- Are you investing enough in visibility to grow beyond your market share?
- How are your competitors dominating attention—and where can you take the lead?
- Is your messaging bold, creative, and differentiated enough to break through?
- How are you measuring and optimizing SOV for the channels that matter most?
Visibility fuels growth. The market belongs to those bold enough to take up space. How much of the conversation are you ready to own?
