The social commerce market is projected to account for 17% of all e-commerce sales by 2025, which is primarily driven by social media platforms turning into marketplaces. With the increasing popularity of social commerce, every brand should have a strategy for selling on social media.

When creating a social selling strategy, one of the most important decisions you need to make is the platform you will use for selling. As the world’s most popular platform, Facebook offers an unmatched reach for your social selling strategy. Additionally, Facebook is one of the most cost-effective platforms to advertise. No matter the product or service you sell, chances are that you already have a ready audience on the platform. In this guide, we look at how to market like a pro on Facebook Marketplace in 2025.

What is Facebook Marketplace?

Facebook Marketplace is an online platform that allows users to discover, buy, and sell products to other Facebook users. Launched in October 2016, Marketplace has changed from a small local listing to a large e-commerce ecosystem. While the platform offers a kind of peer-to-peer arrangement for the sale and pickup of products, Facebook plays a more direct role, facilitating payment and shipping at a fee. This means it plays an essential role in the B2C or C2C selling.

Through the Facebook marketplace, you can complete different tasks such as:

• Browse through buying products. You can search for products available and those nearby. You can even filter the listing to ensure a narrow search.
• Make the listing detailed. You can add videos, descriptions, and images to the items you want to sell.
• Provider shipping. If there are buyers outside your location who are interested in your product, you can offer them a shipping option.
• Communicate with sellers and buyers. Facebook enables direct communication between buyers and sellers, allowing them to ask questions, negotiate the purchase, and arrange shipping or pickup.
• Activity management. You can track your past sales, current listing, and communications under the section labelled “Your Account”.
• Use AR for account preview. Some products allow you to view how they will look in your room using AR and VR. You can read our guide on the future of VR interaction.

If you are selling locally, Facebook will not interfere with the selling process, including payment. It is the role of the user to arrange that between themselves, without charging any fee. For products requiring shipping, payment is processed by Facebook to protect both the seller and the buyer.

Users can access their Facebook Marketplace in nearly all countries worldwide, on both desktop and mobile. However, users need to be at least 18 years old to sell. Users under that age are allowed to browse and purchase products.

Determining if Facebook Marketplace is the Right Option

If you are wondering if Facebook Marketplace is the right option for you, here are a few factors to consider:

Audience

If your goal is to reach local customers, the Facebook Marketplace is a great choice, but you need to ensure that your target audience is on the platform. The biggest demographic on Facebook is aged between 35 and 44, with the popularity among Gen Z users waning. If you are targeting Gen Z audiences, Facebook may not be the best option for you.

Product Category

You can sell items in various product categories on Facebook, such as electronics, furniture, clothing, and more, with some categories doing better than others. If your goal is to sell niche, vintage, or unique items, Facebook Marketplace is the right place for you.

Seller Requirements

To start selling on the Facebook Marketplace, you need to have a Facebook account. However, if you have a U.S.-based business account and a Facebook Shop, you can manage your listing directly from the Commerce Manager dashboard. You also need to ensure that you have adhered to Facebook’s commerce policies so that your selling experience remains positive.

Costs

The pricing structure of Meta has changed. In the past, local sales attracted zero charges but a shipping fee of 5% of the sales price. Today, all orders only have a processing rate between 2.9% to 3.49%. 

What is the Facebook Shop?

Introduced in 2020, Facebook Shops were designed to cater to vendors who had outgrown the marketplace but still needed access to Facebook's large user base. This also helped larger brands find a more effective way to showcase their products on Facebook.

The Facebook Shop differs from a Business page, which is a personal page for businesses that displays similar information. However, businesses can still add for-sale products on a business page even though this may be more challenging, and the buyer cannot complete the purchase on the page.

Therefore, a Facebook shop involves the use of bundled or individual products that are offered for sale either in a shopping cart or a complete product listing, and lives within the Facebook ecosystem. Ensure you advertise the products to get the buyers before they click or browse more in the Shop.

While Facebook Marketplace offers a basic listing, Facebook Shop is a promotional tool for e-merchants, providing sales, conversion, marketing, and customer support. It also includes third-party platforms like Shopify, BigCommerce, and WooCommerce. This offers a unified shop presence in the Facebook app and services.

Your Facebook shop can be visible on other social media apps, such as Facebook Stories, Facebook Ads, WhatsApp, and Messenger. Use the Commerce Manager located below the Shop's dashboard. In the Facebook Shop, you can also add a Facebook checkout feature to store the shopper's payment information when they make a purchase, enabling faster checkout for future purchases. Rather than visiting external sites, buyers can make purchases directly within the app, including Facebook, WhatsApp, and Instagram.

A key difference between Facebook Marketplace and Facebook Shops is that the latter provides users with access to the Facebook Pixel, an analytics and tracking tool that has been available since the beginning. This ensures a more specific micro-targeting of the target audience and comparisons of the performance for the ad campaigns. You can read our guide on setting up a Facebook Shop.

Why is It Worth Selling on Facebook Marketplace

There are numerous benefits to selling on the Facebook Marketplace. You can use the platform to declutter, earn more income, and reach a larger audience. Some of the key benefits of selling on Facebook Marketplace include:

• Large audience. Facebook has over 2.91 billion users, providing a significant opportunity to reach your target audience.
• Easy communication with customers. Facebook Marketplace allows sellers to connect with potential buyers through Facebook Messenger, improving the room for meetings and negotiations.
• Local reach. The local listings on the marketplace are usually given priority, providing sellers with an opportunity to reach their target audience.
• Free listings. Listing products on the marketplace is free of charge. There is no upfront cost, which means you can be assured of a high profit margin.
• Easier transactions. The Facebook Marketplace has streamlined the selling process on the platform, making it easier for buyers and sellers to arrange in-person meetups and handle payments.
• Better Facebook reputation. As a well-recognized brand, many buyers recognize and trust Facebook and the sellers using the platform, primarily through the escrow services.
• Wide range of products. No matter the product you are selling, such as furniture or clothing, you can use Facebook Marketplace to sell, making it a good platform for catering to the diverse interests of different users.
• Mobile-friendly. The Facebook app offers sellers an opportunity to manage their listings while on the move.
• Higher community engagement. If there are buyers in the local community, you can connect with them, increasing the sense of trust and connection.
• Encourage sustainability. Facebook Marketplace offers an opportunity for people to sell their used items, reducing the amount of waste.

How to Start Selling on Facebook Marketplace

If the Facebook Marketplace is the right option for you, follow these steps to start selling:

Set up a Facebook Marketplace Account

You can set up the Facebook marketplace by logging into your personal account and tapping on the Marketplace icon. If this isn't available immediately, go to the menu bar and click on See More. You will now be ready to create the list. For a more comprehensive Facebook selling experience, go with a Facebook Shop. To make one, you will need to have a Facebook business page, where you will have a dedicated storefront to customize as per your needs using Commerce Manager. 

One of the benefits of the Facebook Marketplace is that it will allow your customers to buy from three places:

• Facebook shop.
• Facebook marketplace.
• Online store.

Create an Outstanding Listing

Unless your listing on Facebook Marketplace is outstanding, it will struggle to capture the buyer’s attention. To create your first list, go to the Marketplace panel located in the left sidebar. You can now click "Create New Listing." There are three listings from which you can pick:

• Vehicles. 
• Property to rent or sell.
• Other items.

After selecting the correct category for your products, add a clear title and a detailed description list. Ensure that you have the right keywords in the copy to make it easier for the copy to be seen. To get the necessary data, act as the buyer and copy their search behaviors. 

Check the listing that appears first in the search results, ensuring it includes the essential details, such as the keyword to be used in the title and description. Include a high-quality video or photo of the product you are selling. This is important because potential buyers can click on listings that feature detailed and clear images. 

Add the Shipping Method

Before publishing the listing, you will need to select your delivery method.

• Shipping only. In this case, the seller will be responsible for shipping the item to the buyer within 10 days. Please note that Purchase Protection typically covers most purchases made through Facebook Checkout. 
• Local pick-up. This option requires the buyer to arrange for the pickup of the item, even though they can also use a current store location as the pickup or drop-off location. 
• Local pick up and shipping. This option allows buyers to select either shipping or pickup, depending on what they find most convenient.

Listing Promotion

When you promote an item on the Facebook Marketplace, it doesn't guarantee visibility to potential customers. You will, therefore, need to invest money and time into promoting the listing. You can do that in several ways:

• Tap locals. Utilize the group features on local selling and buying groups by leveraging Facebook group features. You should join several groups in your niche.
• Listing cross-promotion. It's also essential to ensure that you are promoting the list on other social media platforms, such as Instagram.
• Leverage Facebook Ads. Ensure that you leverage ads to make your listing as visible as possible to the relevant audience.

Communicating with Buyers

For a smooth transaction and final sale, effective communication with the buyer is essential. You can communicate efficiently within the Facebook Messenger tool in the Facebook app and use it to answer any questions the customers may have about the listing. You can then negotiate the price and arrange for delivery or pickup details. 

The payment method on Facebook Marketplace differs. For in-person deliveries, you can agree on cash payment. You can also opt for online checkout if you are using debit cards, Meta Pay, credit cards, or PayPal. 

Tips for Success on Facebook Marketplace

To increase your chances of success on the Facebook marketplace, use the following tips:

Build the Consumer Trust

Unless your potential customers trust you, they will likely be uninterested in your listing. To gain the trust of potential customers on the Facebook Marketplace, treat the listing as a storefront. Here are a few tips to help you increase customers’ trust: 

• Have a complete profile. Ensure that you include all the necessary details in a personal profile, such as the profile picture, cover photo, and bio. Doing this will ensure your business page, profile, and Shop are in good standing. 
• Respond to any questions. If the potential buyers have any questions, you need to respond promptly. If your product has any shortcomings, you need to keep buyers informed throughout the entire sales process. Responding quickly to questions will make the buyer understand the right turnaround time by adding an automated message in the bio. 
• Be honest in the description. You must ensure that the product's attributes and features are clearly and accurately described. In the event of any disputes or negative customer experiences, resolve them promptly and efficiently. 

With continued sales on Facebook Marketplace, remember that building customers’ trust is an ongoing process, so ensure that each transaction is treated with dedication to outstanding customer support. Doing so will ensure that you have an excellent reputation on the Facebook marketplace. 

Understand the Best Posting Time

To increase your Facebook Marketplace sales, you need to time your listings effectively. You may not be able to pinpoint the exact time when your audience is most active online. However, according to a recent study, the best time to post on Facebook is on Wednesday between 11 a.m. and 1 p.m. You can use this as your starting point and keep adjusting to see what works best.

Encourage Customers to Leave Ratings and Reviews

According to research, the majority of customers read negative reviews more often than positive ones. This is why one of the steps you should take is to manage your seller reputation. You can reach out to your previous customers and ask for their review. While this may seem like hard work, studies show that 65% of customers are willing to leave a review when a business prompts them to do so.

Ensure that you also work toward gaining organic positive ratings by providing excellent customer service and responding quickly to any inquiries. According to a BrightLocal study, resolving customers' issues is likely to increase their chances of leaving a positive rating by 79%.

Perform Competitor Research

There are several reasons to conduct competitor research:

• Get deeper insights. You can gain insights into the product offerings and pricing of competitors, thereby helping you identify market gaps and create unique products. 
• Understand the preferences of your customers. By understanding the expectations and experiences of your customer, you can focus on tailoring your products to their needs. 
• Marketing inspiration. By observing your customers, Facebook marketing campaigns, and tactics, you can get a deeper understanding of the best approach to use.

Understand the Marketplace Algorithm

If you want to make your Facebook marketplace listings more visible and reach more potential buyers, you need to understand the Facebook algorithm. This takes into account various factors when determining which listings to show to users, including their engagement, seller reputation, and relevance. Let us look at these factors in detail:

• Relevance. The relevance of a listing is typically determined by the details included in the listing, such as relevant keywords and product information.
• Engagement. The algorithm takes into account the interactions of users through comments, shares, and likes.
• Reputation of the seller. The algorithm will also consider previous transactions, as well as overall marketplace activity.

Using Facebook Ads to List Your Marketplace Listing

You can increase the visibility of your listing using Facebook ads, as these ads can help you drive traffic to the listing and its overall website. Once you understand who your target audience is, you can then use ads to target that audience. You can set the ad's parameters to enable it to reach the right people, such as those based on interests, demographics, and locations.

As compared to other social media sites, Facebook ads are cost-effective and produce a high ROI. However, to enjoy these benefits, you need to optimize them well. You can use several tips to increase the chances of customers clicking on your Facebook ad. 

• Add a call to action (CTA). This informs the potential customers of the action they should take after seeing the ad. A good idea would be to add a sense of urgency and direct customers to resources where they can learn more about the product.
• Share the product you are selling. Ensure that your descriptions provide ample information about the product you are selling and explain why buyers should choose it over similar products on the platform.
• Edit your listing. To ensure that your potential customers engage with the ad, it is essential to ensure that the copy is free from grammatical errors. You can leverage tools like Grammarly to detect errors in your listing.

Top Facebook Marketplace Rules to Know

When selling on Facebook Marketplace, you need to follow these rules meant to ensure user safety and compliance:

• Prohibited items. Do not post dangerous or illegal items that are in violation of the community standards. This can include items such as weapons, counterfeit products, and other regulated items.  
• Communicate accordingly. Be polite and professional when interacting with potential buyers. Don't use offensive or discriminatory language.
• Responsible pricing. Ensure that your prices are competitive and fair. Don't use misleading prices.
• Accurate description: Ensure there is a truthful and precise description of the item, such as its features, conditions, and other flaws. Make sure the items posted are of high quality and contain clear images.
• Be safe when transacting. If meeting with buyers, it should be in public places with good visibility and lighting. You can go with family members or a friend for added safety.
• Payment methods. Ensure your payment method of choice is acceptable, such as electronic transfer or cash. Avoid payment methods such as money orders or cashier's checks. 
• Ensure personal data safety. When buyers enter personal information such as their home address and phone number, avoid sharing these with strangers. All your communication should be done using Facebook Messenger.  
• Be aware of a scammer. Remember that Facebook Marketplace has scammers. Therefore, be on the lookout for unrealistic offers. Don't give out your personal information. When buyers try to scam you, report them to Facebook and don't engage with them. If you believe a certain deal may be unsafe, avoid it. 
• Follow community guidelines. Do not engage in prohibited activities such as bullying, hate speech, or harassment, or you may be banned for not following the community guidelines.
• Follow the privacy policy. The Facebook marketplace requires users to adhere to the privacy policy so that there is transparency regarding user behaviors and profiles. Ensure that you are compliant with the requirements, such as internet privacy, online advertisement, and surveillance.

In Conclusion

Facebook Marketplace offers sellers a unique opportunity to sell on the platform. With Facebook having over 3 billion active monthly users, this is an excellent opportunity to reach your target audience. However, to increase your conversion and prevent potential scams, you should use the tips outlined in this guide.

When Threads was launched in July 2023, it was dubbed the killer of Twitter (X), especially given its phenomenal growth in its first few days and months. After gaining over 100 million downloads in its first five days, it was clear that the platform would give stiff competition to X. This led to the need for brands to have a Threads marketing strategy.

However, in 2025, the hype surrounding Threads has died down, and now it’s a good time to look back and see whether it lived up to its promise of replacing X. Join us in this blog as we take a look and see whether Threads is better than X for social media marketing.

What is Instagram Threads?

Instagram Threads is a microblogging platform launched by Meta that emphasizes real-time conversations with audiences around shared interests. Threads is a good choice for people who want to say more through a series of interconnected messages. Remember that Threads focuses on continuity and cohesion and is, therefore, a good choice when you have more to say without being limited by the 280-character limit.

Threads differs from the traditional social networks that focus on information broadcast, as it encourages deeper conversations with features such as improved threading and better integration with Instagram Stories. These attributes mean that Threads can be an exciting platform for marketers to build a loyal and engaged following while fostering two-way communication with audiences. 

What is X?

Formerly known as Twitter, X has become a dominant player in social media for more than a decade. The platform is popular for its fast pace, concise, and real-time news sharing. This has turned it into a hub for public conferences and breaking news, appealing to users such as influencers, journalists, and everyday users. In the recent past, X has introduced new features such as subscription searches and longer tweets, which have made it necessary to have a Twitter marketing strategy.

Main Differences Between Threads and X

While Threads and X may look similar, they also have their share of differences. These include:

• User demographic. Threads is primarily popular with a younger, Instagram-savvy audience looking for community-driven conversations. On the other hand, the user base on X is broader, comprising mostly professionals and consumers. 
• Content format. The content of Threads is usually in the form of threaded conversations, giving room for deep dialogue. On the other hand, X is known for its brief and punchy tweets; however, recent updates have allowed for longer posts. 
• Engagement features. Thread usually encourages layered conversations and replies. On the other hand, X focuses more on quote tweets and retweets, making it a good choice for posts with viral potential.
• Explore Page. The X explore page consists of viral content and trending topics. On the other hand, Threads focuses on conversation, where you don’t need the Explore page’s distractions.
• Message length. X allows you to express yourself in a few characters, while Threads allows for longer messages, enabling you to share your thoughts in detail. 

Comparison of Key Features

Let us now compare the key features of X and Threads.

Target Users on X and Threads

According to the latest published data from January 2025, X had 586 million active users. X users are predominantly male, consisting of 68% of all users. The platform also attracts younger demographics, mainly millennials and Gen Z. Threads has 400 million followers in 2025, with a predominantly male demographic, but Threads’ age range is narrower.

Despite its slightly smaller user base, Threads’ unique features, combined with a user-centric design, make it popular among users who value privacy and authenticity.

Threads vs. X on User Experience

When choosing a social media platform, one factor to consider is the user experience. Here are the key differences between Threads and X user experience:

• The user interface is similar. Both X and Threads have a similar user-friendly interface that caters to different audiences. Whether you are going through your news feed, exploring features, or sending a message, you can expect an intuitive experience across both.
• Divide accessibility. Users on X can access the platform on either mobile devices or PC. On the other hand, Threads is only available on an app.
• Integration capabilities. Most of the functions on Threads still rely on Instagram, its parent platform. Integrating with the photo-sharing app improves the user experience, while X is a standalone platform. 

Privacy Settings

• Deactivating. As compared to X, it can be challenging to deactivate your X account, as you have to delete your contacts and messages before you can deactivate it manually. 
• Privacy Rights. X and Threads both require their users to ignore some privacy rights before they can access their services. Before you create an account, you will need to agree to data collection to be used for targeted advertising. You also need to agree to the terms of service that provide the platform with rights over UGC content. 

Factors to Consider When Choosing Between Threads And X

If you are a marketer looking for a good platform to market your products, you need to consider several factors to help you choose between X and Threads. First, you need a platform that lets you align your content style and brand voice with its culture. This is particularly important if your brand thrives on community interactions and storytelling.

If you rely on trending conversations and timely updates, X can be a more suitable fit. Remember that it’s also essential to determine whether your audience demographic is more active. You can use social listening tools to determine if your target audience is more active on X than on Threads.

Also, consider the strengths and limitations of each platform. You can use A/B testing methods to test your campaigns on both channels and to see which one drives the highest ROI and engagement. Remember that social media is an ever-evolving field, and therefore, you need to remain fluid and keep experimenting and adapting to find the correct mix.

Conclusion

Threads and X have emerged as powerful platforms for users and brands to engage with their targeted audiences, and they are suited to different user needs. X can be helpful for brands that want to provide quick updates to their customers, while Threads is better suited to brands that need deeper customer engagement. Therefore, consider this when choosing between Thread and X.  We recommend you read our guide on understanding the X premium analytics.

With over 400 million active users as of 2025, it is essential to have an Instagram Threads marketing strategy if you want to take your brand to the next level. As a microblogging platform, Threads offers you an opportunity to engage with your audience in a conversational tone. To make your brand stand out in a crowded space, you need to optimize your posts for the Threads algorithm. In this article, we will guide you on how to do that. 

What is the Instagram Threads Algorithm?

The Threads algorithm is a proprietary formula that determines which posts users see on the app. In the Threads algorithm, content is usually presented on two feeds: the For You tab and the Following tab. As the name suggests, the Following tab will show you the posts from the accounts you follow chronologically. On the other hand, the For You tab contains a mix of content from your friends and from the users recommended by the app. 

This means that the posts you see on the For You feed should be the ones that appeal to your interests. To determine which posts to show users, Threads considers factors such as the posts you engaged with in the past and the creators you're currently following. For instance, if you follow footballers, you are likely to be shown more football-themed content.

Factors Affecting the Threads Algorithm

On most social media platforms, the posts that you see are based on a personalized feed. However, Threads takes a different approach, providing a variety of content from creators you follow and from those you don't. Since content on Thread isn't organized chronologically, it means the content appearing on each user’s feed is mixed and random. 

According to Meta, the platform uses an AI feed to determine how content is chosen and ranked. This system uses publicly available information and combines it with different signals to rank content based on its prediction of what will draw viewers’ interest the most.

User’s Behavior

Here are the key signals used by the Threads algorithm when recommending content:

• The post you like or not. Threads aims to provide users with the content they are interested in. Therefore, to recommend posts, they consider different factors such as the number of posts you have seen in the feed, the posts you have liked, and the author’s posts you really want. 
• Chances of following the author. The Threads algorithm also considers the possibility of following a post author. The goal is to enable users to find their communities. The algorithm will consider the users you followed in the recent past and the number of times you have viewed the author’s Instagram account. 
• Your possibility of clicking post replies. Quality content often requires quality response, which is another key factor considered by the Thread algorithm. The number of times users click to view a post reply is also a key factor.
• Possibility of clicking on an author’s posts. If you are a brand or creator, your goal is to get people to click your post and profile. The algorithm considers the number of times the author’s post has been clicked, and how many times you have clicked the author’s profile. Therefore, it’s essential to optimize your Threads profile to match your brand voice.
• Possibility of skipping a post. Like any other social media algorithm, Thread aims to keep people on the platform as long as possible. This is why they also consider whether you are likely to engage with a post or to skip it. The algorithm looks at how long you have looked at other similar posts, whether you like the post, and the total number of views on a post. 

Topic Tags and the Search Function

The topic tags are another significant addition to the platform that works in the same way as X trending topics. These topic tags are intended to help users join trending conversations on the platform and to organize content via a particular tag feed. Depending on the subject of interest, your feed will show the topics.

Another Thread’s feature, which determines how the platform recommends content, is the Search Function. This allows users to search for their topics using specific keywords. This also means the algorithm ranks content based on its keywords. We recommend you read our guide on using Threads to offer real-time customer service.

Content Discovery and Post Ranking

The Threads algorithm balances between content discovery and post ranking. Therefore, some of the posts you see will be from the accounts you follow, while others will be from the kind of content you interact with. This helps the algorithm to understand your preferred content. 

It also allows creators to have their content seen and get their accounts discovered. That’s why they will recommend a creator’s account in the For You page even when you are not following them. To make your content discovered, position yourself as a thought leader on Instagram Threads.

Personalization and User Control

Instagram Threads aims to give viewers control over the type of content they see. Since the algorithm uses factors to determine what users see, the control users have is limited. They take actions such as restricting the users they see, blocking other accounts, or reporting content. 

Thread's hidden feature lets users add keywords or phrases they don't want to see in their feed. This feed can be helpful for users who don't want to see certain offensive words or phrases. You can find the feature under Settings > Privacy > Hidden word. 

Impact of the Instagram Account

Since Thread is integrated with Instagram, the action you take on IG will impact your Thread feed. For instance, when you view a user's Instagram account on Threads, it can be a good indicator of your interest in that account, which could affect ranking on both platforms. If you have a closer relationship with an Instagram account, such as frequently liking and commenting on its posts, the Threads algorithm will use that to decide the posts to show you.  

In Conclusion

Understanding the Threads algorithm can help you position your brand to be more visible within it. The content you see on Thread is usually chosen, ranked, and provided by an AI system. While that might sound intimidating, it shouldn’t be if you understand the factors above. 

Artificial Intelligence (AI) is reshaping how marketers operate, including tracking their share of voice (SOV). If you aren't tracking your share of voice on AI platforms like ChatGPT, Grok, and Gemini, you may be giving your competitors an unfair advantage. In this article, we examine how AI Share of Voice (AI SOV) is transforming how brands track their mentions on generative AI platforms.

What is AI Share of Voice?

AI SOV is a metric that tracks how often your brand is mentioned on AI platforms, such as ChatGPT, GROK, and Google’s Germini, compared to your competitors regarding a particular keyword. This works in the same way as the market share metric or share of voice on social media. However, instead of tracking customer social media reach or revenue, it tracks how often your brand is mentioned on the AI platform Answers. When you have a higher AI SOV, it shows your brand is an authoritative source.

AI SOV is a departure from the traditional share of voice, which focuses on traditional marketing channels such as paid advertising, SEO, and social media. With generative AI platforms providing instant answers to users, they have become essential search tools. Your AI SOV shows you how well your brand stands out in the AI answers, which is important as AI mentions also affect SEO.

Why AI Share of Voice Matters

As noted earlier, buyers’ decisions are now influenced by AI searches. When your brand appears on the AI platform, it can impact your brand’s level of success. Having a strong AI SOV can result in:

• Higher traffic to your site. When you get higher visibility on AI search platforms, it leads to more organic traffic.
• Better quality leads. When AI platforms recommend your brand to a searcher, they put you in front of your relevant audiences who are searching for solutions.
• Increased conversion. When customers get answers from AI tools, they tend to trust the answer, increasing the chances of conversion.
• Higher brand authority. When your brand is consistently mentioned on AI, it is perceived as a reputable brand.
• Stay ahead of trends. When you track your AI SOV, you can remain ahead of your competition in the emerging AI search trends.

How AI Can Help Track Share of Voice

In addition to mentioning your brand in relevant search queries, AI can help you track your SOV more precisely because AI tools can scan various data points across different channels, tracking the use of keywords, performing sentiment analysis, and conducting competitive analysis. The tools can make work easier and provide actionable insights that surpass those of traditional analytics tools.

AI can be especially useful in tracking the SOV in a fast-changing environment, whether in search engine algorithms or social media trends. If there are any changes in your brand performance, AI can track those changes instantly. 

Why Use Weighted AI Share of Voice

When calculating mentions in traditional SEO, you calculate each mention with equal weight. However, things are different when it comes to AI share of voice, as this needs a weighted approach for several reasons, such as:

• Mention of different brands on different platforms. Your brand may be mentioned in ChatGPT's answer for a particular keyword, while Gemini may say a different answer. So, which answer should you go with? The solution lies in a weighted average.
• Ranking order factor. The first brand mentioned in an AI answer gets more exposure than the one listed last. 
• No standardized method available. A simple and scalable system can provide a fair comparison, no matter the number of listed brands.

To address the above challenges, a solution would be to utilize a reciprocal weighted system to calculate the AI SOV. Such a method aims to provide a fair representation of each brand.

Factors Affecting Visibility in AI searches

 Whether your brand appears in the AI answer will depend on different factors, such as:

• Content relevance. If the AI search engines consider your content to be from a trustworthy and relevant source, it's likely to be mentioned in the AI answer. Therefore, to increase AI SOV, you need to consistently create authoritative content that could be featured in the AI responses.
• Availability of data. The AI tools, such as ChatGPT, utilize extensive datasets. If your brand is not represented in the relevant industry data, the chances of appearing in the AI results are lower.
• AI systems engagement. The use of APIs, AI troll integration, and forming partnerships can increase the chances of your brand appearing in AI search results.
• Optimizing for SEO. When you ensure that your site has been optimized for search engines, you can increase the chances of AI crawlers understanding your site's content and indexing it. This improves your visibility in AI-driven searches.
• User interaction metrics. AI algorithms consider various metrics, such as the time spent on a page, to determine its relevance. If your brand is achieving high engagement, you can increase its prominence in AI searches.

How to Calculate the Weighted AI SOV

Here is an example of calculating the weighted AI SOV. First, let's assume you ask ChatGPT: “What are the best online stock brokers for international investors?” The tool gives you the following answers:

1. Interactive Brokers Limited.
2. Saxo Brokers.
3. Mexem.
4. Capital.

Let's assume your brand is Saxo Brokers. To obtain the weighted AI SOV, assign the value 1 to the first place, 2 to the second place, 3 to the third place, and so on. You can then assign a weight to each position. For instance:

• 1st position: 1
• 2nd position: 0.5
• 3rd position: 0.33
• 4th position: 0.25

In this case, your brand, Sexo, has a weight of 0.5, as it's in second place. You can add the different weighted scores, i.e., (1+0.5+0.33+0.25)=2.08. To calculate the weighted score, you will need to divide the weighted average of your range by the total weighted score and multiply the number by 100, i.e, (05/2.08x100)=24%. That means your AI SOV is 24%.

Conclusion

The AI SOV is a critical metric to show you the mentions and visibility of your brand in the generative AI answers. This can be a crucial metric to track in the current AI era. If you are wondering how to track or even improve your AI SOV, our helpful guide can prove beneficial.

In a busy online digital world, where each brand is fighting for attention, you need to find out if your digital marketing strategies are working or not. One way to do this is through measuring Share of Voice on social media. This metric measures your brand visibility and the number of mentions compared to your competitors'.

Share of voice can track your visibility across different platforms, including social media, websites, and traditional media. To assess your website's visibility in the SERP, consider the SEO Share of Voice. In this article, we will help you understand what it is and how to utilize it to enhance your website's visibility on a crowded search engine results page (SERP).

What is SEO Share of Voice?

SEO share of voice is a metric that measures your website's visibility in organic search results relative to competitors for a specific keyword or phrase. To track your SEO share of voice, you need to begin by identifying the keywords you are targeting. You can then use an SEO platform, such as Ahrefs or Semrush, to identify the keywords your competitors are ranking for.

To calculate the SOV, you should divide the estimated traffic from the keyword by the estimated traffic all sites ranking for the keyword are getting, and then multiply the answer by 100. By understanding how often your site ranks compared to the competitor, you can identify ranking opportunities and determine the percentage of total organic search traffic directed to your website.

Benefits of Tracking SEO Share of Voice

Tracking the SEO share of voice can benefit your brand in various ways. These include:

• Competitive analysis. SEO Share of Voice allows you to benchmark against the competitors. You have the opportunity to identify growth opportunities and areas for improvement. If you notice a sudden drop in the SOV, investigate the possible causes. For instance, are your competitors creating content that is better than yours?
• Get insights into the market position. SEO share of voice can offer more comprehensive insights into your brand's visibility in search results. This can help you understand your position in relation to your competitors in the market.
• Improved keyword performance. When you analyze your SEO SOV for a particular keyword, you can find out what is bringing you the most traffic. You can get insights into the keywords your competitors are ranking for.
• Determine your SEO campaign effectiveness. Understanding where you rank compared to your competitors helps you determine whether your SEO strategies are working. If you notice an increase in your SOV, it indicates that you are receiving attention for specific search queries.
• Optimizing your content. Understanding the SEO SOV can also improve the performance of your websites. You can use the data to make your campaign more comprehensive. You can also use the data to optimize your current pages and improve visibility in search engines.

How to Share Your SEO Share of Voice

Ensure you follow these steps when tracking your SEO share of voice:

Find Your Industry’s High-Impact Keywords

For optimal results in measuring your SEO share of voice, begin by identifying the top keywords in your industry. Begin with a list of keywords your customers use to search, including the branded and non-branded keywords. Remember to use voice search, as 20% of U.S. Google searches are voice searches.

You can also combine the competitor research and keyword analysis. Consider using various tools such as: 

• Google Keyword Planner. A great tool for getting ideas for your keywords and getting insights into the estimates of the search volumes. 
• Ahrefs. This can provide all the data you need on keyword difficulty and backlink analysis.
• SEMrush. You can get in-depth insights into your keyword tracking and competitor analysis.

Ensure you analyze the websites of your top competitors and understand the keywords they are ranking for to identify any valuable opportunities. If you find a particular keyword appearing in several of your competitors’ sites, there is a chance that those keywords are essential for your industry.

Pay attention to long-tail keywords, as they can boost your visibility in your niche. Through thorough research, you can identify keywords with lower search volumes but higher conversion rates. For instance, instead of targeting a keyword like “running shoes,” you can focus on a long-tail keyword such as “best orthopedic shoes for neuropathy.” 

Competition for longer-tail keywords is usually lower, making it easier to rank for them. Additionally, users searching for these long-tail keywords are generally lower in the sales funnel, increasing their conversion rates. 

Track Your Keyword Ranking

After determining the keywords you want to rank for, track your performance for those keywords, paying attention to your ranking position in the SERPs for keywords relevant to your business. You should track the traffic your site and the competitors are getting from the keywords,

The SEO tools can help you track your keywords more effectively, including by location and division settings. This will provide insights into your current ranking and help you understand shifts over a specific period.

This approach will enable you to track your visibility across various platforms and search engines, providing a better understanding of their SEO efforts and helping you achieve higher rankings. By analyzing this data, you can determine whether your strategy is effective and identify areas that require improvement.

Use Keyword Visibility to Calculate the SEO SOV

The next step is to calculate the keyboard. For example, when your site gets 500 visits from a particular set of keywords, and the cumulative traffic you are getting for the keywords is 10,000, your SOV is 5%. The number provides a lens into how the brand appears in search results compared to other industry players. 

Remember that in specific industries, a 1% SOV increase can lead to a 0.12% to 0.32% in the market share. Therefore, it is helpful to monitor this metric.

Track Regularly

Tracking the SOV should not be a one-time affair. You need to have a schedule for monitoring the SOV, which could be monthly or quarterly. When you discover that the number is dropping, you need to revisit your strategy.

Final Thoughts

SOV can be a good metric for showing how well people know your brand and how it is positioned relative to competitors. This is a good reflection of the competition that exists in your industry. By understanding your SEO SOV, you can gain better insight into your brand's SERP rankings and use that data to improve your SEO strategy.