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5 min read
Published: 6/8/2025
Imagine you’re at a party. Dozens of brands are talking. Some whisper. Some shout. But only a few get listened to. Share of Voice (SOV) tells you how loud your brand sounds in that room , especially on platforms like Instagram where attention spans are short and competition is fierce.
And here’s the thing: brands with the highest SOV often lead in sales, too.
In this blog, we’ll break down:
This is more than just a vanity metric- it’s a mirror into your brand’s influence.
Share of Voice (SOV) is the percentage of conversation your brand owns within your industry. On Instagram, this can mean:
Duolingo doesn’t just post- they own the conversation around language learning. They combine humorous Reels, meme-style posts, and trend jacking to go viral. Their owl mascot has become a recurring pop culture character, leading to hundreds of user tags, brand mentions, and organic shares. Their content strategy has resulted in a dominant share of the online language-learning space.
A high SOV doesn’t just mean visibility- it signals trust, credibility, and relevance.
SOV is a litmus test: if your share is low, your content likely isn’t resonating. If it’s rising, you’re hitting the right notes. Brands with high SOV:
Set trends, rather than follow them
And on platforms like Instagram, where India and the US alone host over 500M users combined, grabbing SOV means grabbing real attention.
Use this formula:
Your Brand’s SOV (%) = (Your Mentions / Total Mentions in Category) x 100
For hashtags:
Branded Hashtag SOV = (Your Hashtag Uses / Total Relevant Hashtags Used) x 100
| Metric | Your Brand | Total Category | SOV |
| Instagram mentions | 500 | 10,000 | 5% |
| Branded hashtag usage | 100 | 200 | 50% |
To track SOV, focus on these:
With Deepsolv’s analytics dashboard, brands can:
That means not only do you see your voice, but how loud everyone else is, too.
In 2015, Valentino tripled its posting volume on Instagram and saw its SOV soar- being mentioned 10 million times more than Michael Kors. The secret? Posting consistently and tagging influencers in over 70% of posts. This aggressive content strategy earned Valentino the highest Instagram SOV in the luxury fashion segment that year.
If your caption hooks someone, their comment or DM is an invitation and this is where most brands drop the ball.
Deepsolv bridges this gap:
💬 If someone replies “Is this available in blue?”- Deepsolv replies in seconds in your brand tone, then nudges them later when blue’s back in stock.
You grow voice and drive sales.
Whether it's educational, emotional, or entertaining- content that people want to reshare builds your voice.
Jumping on relevant trends gets you into bigger conversations.
Tap into trusted voices. Influencer mentions = more SOV.
Get users to post with your brand hashtag, then amplify it.
Reply to comments, comment on related posts, DM responders- Deepsolv can handle this at scale.
Use manual tracking and third-party tools to reverse-engineer what’s working for your competitors.
| Tool | What It Does |
| Deepsolv | AI-powered comment/DM automation + analytics |
| Sprout Social | Social listening and SOV benchmarking |
| Meltwater | Hashtag tracking and influencer metrics |
| Brandwatch | Visual dashboards for campaign-level SOV tracking |
| Instagram Insights | Track impressions, reach, saves, shares |
Instagram is crowded. If you’re not tracking your share of voice, you’re marketing in the dark.
Tools like Deepsolv don’t just show you what’s working- they make you louder by automating replies, retargeting engaged users, and decoding your competitor’s content.
Ready to grow your Instagram presence? Book a free strategy call with Deepsolv and find out how much of the conversation you can actually own.
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