Share of voice
Share of voice is your share of all the mentions of the brands you track in AI answers.
Share of voice is your brand's share of the conversation. Take every mention of you and your competitors in the AI answers, and work out what part of that total is you.
The idea comes from advertising, where it meant your share of all the ads in a market. In AI search it's about how much of what the platforms say about your group of brands is about you.
How we count it
We count one mention for each answer that names a brand, however many times the answer repeats the name. Then we divide your mentions by the mentions of every brand you track, you included.
For example, say that across 140 answers you're named 49 times, Kestrel 70 times and Harrow 35 times. That's 154 mentions, so your share of voice is 49 out of 154, or 32%.
What the numbers mean has the full definition.
Share of voice depends on who you track
The total only includes the brands you track. That makes share of voice a comparison with the competitors you chose, and it means the number can move without any answer changing.
Add a fourth competitor and the total grows, so your share drops, even though nobody said anything new about you. When we add a competitor, we recount your past answers too, so your history stays like for like. See Competitors.
Share of voice vs visibility
Visibility is how often you're named at all. Share of voice is how much of the talk about your set of brands is about you. The two can tell different stories.
When the platforms name only a few brands, you can have low visibility and a high share of voice: you're rarely named, but neither is anyone else. When they name lots of brands, the reverse can happen. Read both before you decide whether you're winning.