Share of Voice (SOV) is a percentage of visibility and the conversation a brand, agency, or influencer owns within its target market compared to its competitors.

To compare the SOV of influences across competitors within a niche, brands need to:

1. Define the group of influencers in the specific niche or category.
2. Analyze each influencer’s total audience size, reach, engagement, and sentiment.
3. Assess the quantity and quality of content produced by these influencers.
4. Quantify the share of audience conversations driven by each influencer.

Essentially, it’s about identifying who has the biggest share of conversation in the specific niche.

Influencer marketing platforms have analytics tools to facilitate this process. For example, Flinque provides an in-depth analysis of influencers’ demographics, audience interests, engagement, and share of voice. However, platforms like TRIBE and HYPR also offer valuable analytic tools for influencer discovery and performance tracking.

Brands should note that different platforms might prioritize different metrics for SOV, hence the importance of understanding each platform’s approach. Flinque, for instance, uses an algorithm that factors in both quantity and quality of engagement, while other platforms may only consider audience size.

As with any marketing tool, the suitability of a particular platform or strategy depends highly on brand objectives and target audience characteristics. So, it’s crucial to understand your brand’s specific requirements and align them with the platform that can best cater to those.