Share of voice
Share of voice is the proportion of category conversation featuring your brand versus competitors — mentions, content volume or impressions, depending on the measurement. It frames awareness work competitively: growing conversation matters little if rivals grow faster. Measurement quality varies; treat vendor SOV numbers as directional.
Worked example
If category creator content mentions your brand 120 times and all brands 800 times in a quarter, your creator SOV is roughly 15%.
Related: Brand lift · Impressions
Full context in the guides, or measure it yourself with the free tools.