What is Share of Engagement?
Share of Engagement (SoE) shows the percentage of all audience interactions — such as likes, comments, shares, and reactions — that a brand receives compared to its competitors.
While Engagement measures the total interactions a brand generates, SoE puts these results into context by showing how much of the overall market conversation a brand actually owns.
Why is SoE important?
SoE helps brands understand their position in the market. It shows:
- How well a brand’s content performs compared to competitors.
- Whether a campaign is capturing enough attention.
- Which channels or topics deliver stronger interaction.
- If audience interest is growing or declining over time.
Example of SoE in action
Three brands launch campaigns in the same month:
- Brand A: 30,000 engagements
- Brand B: 20,000 engagements
- Brand C: 50,000 engagements
Total engagement = 100,000
- Brand A SoE = 30%
- Brand B SoE = 20%
- Brand C SoE = 50%
Even if Brand A had strong results, the SoE metric shows that Brand C dominates engagement in the market.
What can be measured with SoE
- Brand-level SoE: share of engagement across competitors.
- Channel SoE: which platforms deliver stronger performance.
- Topic SoE: engagement share around specific themes or campaigns.
- Trends over time: if a brand’s share of engagement is increasing or decreasing.
Key Takeaways
- SoE = a brand’s share of total engagement compared to competitors.
- It provides essential competitive benchmarking for campaigns and channels.
- It complements Engagement, Buzz, and SoV to give context to performance.
- With Palowise, organizations can track SoE in real time and uncover insights to strengthen strategy.
