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Overview

Market Share of Voice measures what percentage of the total Reddit conversation about a set of topics belongs to each brand or competitor you are tracking. It answers the question: “Of all the posts mentioning brands in this space, how many are about us versus our competitors?” A higher Share of Voice indicates greater presence and visibility in Reddit discussions relative to the tracked competitive set.

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Where It Appears

  • Market Analysis page – primary metric, shown as a pie chart, bar chart, and detailed table

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How Is It Calculated?

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What Is Included

Only keywords of type Brand and Competitor are included in the Share of Voice calculation. Industry keywords are excluded because they represent topics rather than specific entities competing for share.

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Share Percentage Formula

sharePercentage = (mentionsForKeyword / totalMentionsAcrossAllKeywords) × 100
For example, if Brand A has 400 mentions, Competitor B has 350, and Competitor C has 250 (total: 1,000), their shares of voice are 40%, 35%, and 25%, respectively.

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Trend Calculation

Each keyword also gets a trend indicator showing whether its share is growing or shrinking. This is calculated by comparing two consecutive 7-day windows: 
recentCount   = mentions in the last 7 days
previousCount = mentions in the 8–14 days ago window

trendPercentage = ((recentCount - previousCount) / previousCount) × 100
Trend IndicatorCondition
Up ↑trendPercentage > 5%, or previousCount was 0 and recentCount > 0
Stable →Change is within ±5%
Down ↓trendPercentage < -5%

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Optional Context Filter

The Share of Voice calculation supports an optional context keyword filter. When applied, only mentions that also contain one of the specified context terms are included in the calculation. This allows for narrower competitive analysis. For example, you can calculate Share of Voice specifically within conversations about “running shoes” rather than across all mentions of the brands. This gives you a more relevant competitive picture for a specific topic or product category.

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”Others” Grouping

In the pie chart view on the Market Analysis page, keywords with a very small share of the total are automatically grouped into an “Others” slice. This keeps the chart readable when many competitors are tracked. The Detailed View tab always shows every keyword individually, regardless of size.

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Interpreting Share Of Voice

Share LevelWhat It Suggests
> 60%Market leadership in Reddit conversations — strong brand visibility
30–60%Competitive presence — monitoring competitors closely is valuable
< 30%Growth opportunity — competitors are dominating the conversation
Trend ↑Share is increasing — momentum is building
Trend ↓Share is declining — worth investigating what is driving competitor growth