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What is Share of Voice?

Share of Voice (SOV) is the percentage of brand appearances in AI answers that belong to you, measured against your competitors. If ChatGPT, Gemini, and Perplexity mention some brand 200 times across your tracked prompts and 50 of those are yours, your Share of Voice is 25%. The formula: your mentions, divided by the total mentions across the brands you compare against, times 100. Share of Voice is a relative metric by design. Your absolute mention count can grow while your Share of Voice falls, because a competitor grew faster. That is exactly the signal an absolute count would hide: AI answers are a zero-sum surface, and every recommendation slot you don’t fill, someone else does.

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How mentions are counted

A mention counts once per brand per response. If an answer names your brand five times, that is one mention, one response where you appeared. This keeps the metric honest: a single gushing answer can’t inflate your share, and the number stays readable as “the share of answers we appear in.” Only analyzed responses count, and competitors are set once at the project level, so every monitor in your project compares against the same competitor set.

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Share of Voice vs. Visibility Score

The two metrics answer different questions:
  • Share of Voice: how often do you appear, relative to competitors? Presence only. A one-word mention at the bottom of an answer counts the same as being the headline recommendation.
  • Visibility Score: how prominently do you appear when you do? Each response gets a 0-100 score based on placement, share of attention, and depth of coverage, then scores are averaged, with responses where you’re absent counting as zero.
Read them together: high SOV with a low Visibility Score means you appear often but as a footnote. Low SOV with a high Visibility Score means the answers that do include you treat you well, and the problem is coverage, not positioning. See Visibility Score for how prominence is scored.

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Who is in the comparison

Share of Voice depends on who you compare against. By default, the chart compares your brand against your direct competitors, showing the top brands by mentions. Switch the brand filter to “All brands” and the comparison widens to every brand detected in your responses, including ones you don’t track as competitors, which usually lowers everyone’s share. This also means your competitor list is part of the metric. Adding a competitor adds their mentions to the denominator. Keep the list to the brands you actually compete with, or your share reflects a market you’re not in.

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Where to find it

Open the Brand Visibility chart on your project dashboard, a monitor page, or an individual prompt page, and switch to the Share of Voice tab (the megaphone icon). The brand list next to the chart shows each brand’s share and mention count for the selected period. You can slice Share of Voice by date range, AI model, monitor, prompt type, prompt tags, and topics. Isolating a single model is often the most revealing cut: it is common to hold 40% Share of Voice on one platform and 5% on another, and the blended number would show you neither.

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What moves it

Share of Voice moves when you appear in more (or fewer) answers relative to your competitors. Prominence doesn’t factor in, that’s the Visibility Score’s job. To grow SOV, you need AI models to include your brand in answers where today they only name competitors. Start with the prompts where competitors appear and you don’t: filter responses by mentions to find them.