Compare competitive share with Share of voice

Compare your brand’s and competitors’ share of posts, impressions, engagements, and sentiment.

Share of voice compares your brand’s presence on social against the competitors you choose.

Shares here are measured within the group of owned and competitor Queries you set up, not across the whole market.

Before you start

• Queries: Prepare at least 2 Queries of the same type (all Brands, all Products, or all Topics) in the same workspace.
• Owned and competitors: Exactly 1 Query is your owned brand or product. Add 1 or more competitor Queries.
• Permissions: Viewer or higher can view results. Editor or Admin can create and edit analyses.

Create a Share of voice analysis

1. In the sidebar, open Social intelligence > Share of voice and select Start analysis.
2. Select 2 or more Queries of the same type.
3. Find your brand or product and select Set as owned. The other Queries become competitors.
4. Check the name and Queries, then finish creating it.
5. Open the new analysis to see share and period comparisons.

Select the star (★) at the top right of an analysis to add it to Favorites in the sidebar.

Analysis period

• Default: The last 7 full days (not including today), in your workspace time zone, compared with the 7 days before that.
• Custom: Use the date picker to choose the last 30 days or another period, such as a quarter or a campaign window.

Metrics

Metric	How it’s calculated	What it tells you
Posts	Posts matched to each Query in the period	How much people are posting
Impressions	Total views and impressions across those posts	How many people saw them
Engagements	Total likes, comments, shares, and reactions	How much people interacted
Share of voice (%)	Query value ÷ total across all selected Queries × 100	Each brand’s share of the group
Sentiment score	(Positive posts − Negative posts) ÷ posts with a sentiment × 100	How positive the conversation is, from -100 to +100

Reading changes

• Share changes are shown in percentage points (pp), not percent. Going from 20% to 25% is +5 pp, not +25%.
• Sentiment score changes are shown in points (pt).
• Shares depend on the group. Adding or removing a competitor changes everyone’s share.

A post that mentions both your brand and a competitor counts toward each Query. So the total across Queries can be higher than the number of unique posts.

Tips for reading the results

• Post share up, impression share down? A competitor may be reaching more people with fewer posts, for example through a few viral videos or a big creator partnership.
• Check the top posts. When shares shift sharply, open the top posts in the report to see which videos drove the change.

Download the report

Select the download icon at the top right to download the report as a PDF.

Related features

• Social Intelligence overview and choosing an analysis tool
• Explore and compare queries in Query explorer
• Analyze spike dates with Spike analysis
• Save post evidence in Collections