33% of marketers find it challenging to measure the effectiveness of their brand-building efforts, even as brand awareness remains a top priority.
Measuring brand awareness is genuinely using data-driven KPIs to understand your brand’s impact.
How we measure brand awareness has changed dramatically, with new tools and strategies offering smarter and more innovative ways to evaluate performance.
If you’re still relying on outdated metrics, you’re missing key insights that could help you outperform your competitors and boost ROI.
In this article, we’ll explore five essential KPIs you need to track in 2025 to measure and grow your brand awareness effectively.
By the end, you’ll have actionable strategies to elevate your campaigns and precisely track success.
Let’s dive in!
Share of Voice (SOV): Your Brand’s Visibility Scorecard
Imagine being at a networking event where every brand tries to grab attention.
Share of Voice (SOV) is how much of the conversation your brand owns compared to your competitors.
It measures your visibility across media mentions, social discussions, and industry coverage—a critical indicator of how much mindshare you’ve captured in your market.
Why Share of Voice Matters in 2025
SOV isn’t just a feel-good vanity metric anymore; it’s now a strategic tool for driving measurable business results.
In 2025, modern marketers must focus on the quality of brand mentions rather than just the quantity.
It’s not enough to mention a brand frequently—what truly matters is where and how it is discussed.
Advanced monitoring tools help analyze the volume of mentions, the sentiment behind them—positive, neutral, or negative—and the authority of the sources mentioning the brand.
Understanding these factors provides a clearer picture of brand perception and influence.
Another key advantage of tracking Share of Voice (SOV) is gaining valuable competitive insights.
It helps marketers see how their brand compares to competitors in industry conversations.
Are they leading the discussion, or is a competitor dominating the space?
For example, PepsiCo leveraged influencer-driven TikTok campaigns to better connect with younger audiences, adjusting its strategy based on insights from social listening.
Marketers should pair SOV with Share of Impressions to maximize impact. Share of Impressions measures the total number of people who see brand mentions.
A high SOV with low impressions could indicate that mentions appear in smaller outlets, limiting reach.
Conversely, a low SOV with high impressions might signal an opportunity to engage in more conversations and expand visibility.
By analyzing both metrics, brands can fine-tune their marketing strategies for greater reach and influence.
Source: TikTok for Business
How to Track Your Share of Voice
Tracking SOV doesn’t have to be complicated. With the right tools, you can uncover where your brand stands in just a few clicks.
1. Use SOV Tracking Tools
Platforms like Mention are designed to monitor conversations about your brand on social media, blogs, news outlets, and other platforms.
These tools also provide competitive benchmarks to track how your SOV evolves.
2. Start Benchmarking Your SOV
Here’s how to get started:
|
Step |
What to Do |
|
Identify Competitors |
List 3-5 competitors dominating your industry (use Google, social media, etc.). |
|
Set Data Parameters |
Define where to track mentions: social media, blogs, or the entire web. |
|
Use a Monitoring Tool |
Tools like Mention can track real-time mentions across platforms and generate reports. |
3. Analyze Performance and Take Action
- Focus on Underperforming Channels: If your SOV is high on Instagram but lagging on LinkedIn, reallocate resources or tailor your messaging for that platform.
- Spot Weaknesses in Competitors: Use competitor analysis to find areas where they’re not dominating (e.g., PR or social engagement). If their SOV is weak on Twitter, step in and own that space.
Source: Mention’s Share of Voice calculator
Branded Search Volume: The Heartbeat of Brand Awareness
Branded Search Volume measures the number of people who search for your brand name or related terms on search engines like Google.
It reflects your brand’s recall power—how often your name pops into someone’s head when they need a solution.
For example, when someone types “Nike running shoes” instead of “best running shoes,” they already consider Nike.
That’s brand awareness in action, driven by strong recall and trust.
Why Branded Search Volume Matters in 2025
In 2025, branded search queries have become more critical than ever, reflecting consumer trust and brand loyalty.
With the growing adoption of voice assistants, people are searching more conversationally. Instead of generic searches, users are directly looking for specific brands, such as asking where to buy a particular product.
This behavior indicates a strong preference and confidence in the brand, bypassing the need for broader comparisons.
The rise of predictive search and personalization has further amplified the impact of branded queries.
AI-driven search engines now anticipate branded searches based on user behavior.
When a brand appears in auto-suggestions, it signals that the audience is already engaged and thinking about it.
This level of visibility reinforces brand awareness and increases the likelihood of conversions.
Branded searches also serve as a direct measure of trust.
When campaigns resonate with an audience, search volume naturally increases.
For example, Tesla saw a 51% rise in branded search volume in Q3 2022 following its Cybertruck campaign, demonstrating how marketing efforts directly influence search behavior.
As brands continue to invest in digital strategies, understanding and optimizing for branded search queries will be essential for long-term success.
How to Track Branded Search Volume
Tracking branded search volume is simpler than you think. Here’s a step-by-step guide:
1. Use the Right Tools
- Free Tools: Use Google Trends to monitor interest in your brand over time. It allows you to compare branded searches to industry keywords or competitors.
- Paid Tools: Platforms like Ahrefs and SEMRush provide more granular data, including exact search volume, ranking keywords, and competitor comparisons.
2. Cross-check with Direct Traffic in Google Analytics
- Direct traffic (when users type your URL directly into their browser) often correlates with branded search activity. If your branded searches are increasing but direct traffic isn’t, there’s a gap in converting awareness into action.
- Pro Tip: Use UTM tags to track branded campaigns and evaluate how well search interest drives visitors to your site.
3. Leverage Google Ads for Branded Search Campaigns
If your branded search volume is growing, capitalize on it with branded PPC campaigns to dominate the top of the search results page (even above organic results).
This is particularly helpful if competitors bid on your branded keywords to steal clicks.
Instagram Engagement Rate: The Pulse of Your Content Strategy
Instagram engagement rate measures how well your content resonates with your audience.
It’s calculated as the percentage of interactions (likes, comments, shares, and saves) your posts receive compared to your total follower count.
Simply put, it’s not about how many people see your posts but how many interact with them.
For example, if you have 10,000 followers but your post only gets 100 likes and no comments, your engagement rate might signal a disconnect with your audience.
Why Instagram Engagement Rate Matters in 2025
In 2025, Instagram will continue to be one of the most influential platforms for building brand awareness, but the game has changed.
Algorithms now prioritize engagement quality over sheer reach.
Platforms like Instagram favor content that sparks meaningful interactions, such as comments, saves, and shares.
A post with fewer but thoughtful engagements will outperform one with thousands of passive likes.
High engagement signals that your audience finds value in your content and is willing to interact with it.
This boosts visibility and strengthens brand trust and loyalty over time.
Brands that foster real connections through authentic and interactive content stand out in crowded markets.
With social media more saturated than ever, success comes from quality over quantity.
Instead of chasing follower counts, brands should focus on creating content that resonates emotionally and encourages active participation.
How to Track Instagram Engagement Rate
Tracking your Instagram engagement rate doesn’t have to be overwhelming. Here’s how to do it effectively:
1. Use the Instagram Engagement Rate Formula
The engagement rate formula is simple:
2. Leverage Tools for Real-Time Tracking
To save time, use tools like Hootsuite, Sprout Social, or Instagram’s native analytics.
These platforms calculate your engagement rate and provide deeper insights, such as which posts drive the most saves and shares.
3. Benchmark Against Industry Standards
Engagement rates vary by industry. According to Socialinsider’s Instagram Engagement Report 2024, the average engagement rate for sectors is:
- Beauty: 3.5%
- Fashion: 2.2%
- Technology: 1.3%
- Food & Beverage: 4.5%
Pro Tip: Use an Instagram engagement rate calculator to identify which posts perform best. Then, focus on resonating formats, such as reels or carousel posts. Minor tweaks, like better captions or calls to action (e.g., “Save this post for later”), can significantly boost engagement.
4. Analyze High-Performing Content
Look for patterns in posts with higher engagement rates.
Are your audience members responding better to educational content, humor, behind-the-scenes posts, or influencer collaborations?
Customer Sentiment: The Emotional Barometer of Your Brand
Customer sentiment measures your audience’s feelings about your brand, products, or services.
It categorizes conversations into positive, neutral, or negative tones based on language, emotion, and context.
Think of it as your brand’s emotional barometer—whether your audience is singing your praises, staying indifferent, or voicing complaints.
For instance, a spike in negative sentiment around a product launch might signal a problem that needs immediate attention, such as a quality issue or pricing backlash.
Why Customer Sentiment Matters in 2025
In a world where consumer opinion spreads faster than ever, understanding customer sentiment is critical for maintaining trust and staying ahead of potential issues in a world where consumer opinion spreads faster than ever understanding.
Here’s why it’s a top KPI in 2025:
- Real-Time Reputation Management: AI-powered tools allow brands to analyze sentiment in real time, allowing marketers to respond to crises or amplify wins immediately.
- Predictive Power for PR Crises: Sentiment analysis doesn’t just highlight what’s happening now—it can predict trends. A sudden uptick in negative sentiment could be an early warning sign of a more significant issue.
- Amplifying Positive Buzz: It’s not all about damage control! Positive sentiment analysis can help you identify moments when your audience is most engaged and amplify campaigns that are already succeeding.
How to Track Customer Sentiment
Tracking customer sentiment requires the right tools and a methodical approach. Here’s how you can measure it effectively:
1. Use AI-Powered Social Listening Tools
Platforms like Mentionlytics can analyze real-time customer conversations across social media, forums, blogs, and review sites. These tools use AI to detect emotional tone and categorize sentiment as positive, neutral, or negative.
2. Visualize Sentiment Shifts Over Time
Most tools provide sentiment tracking over a timeline so you can spot patterns. Look for sudden spikes in negative sentiment, which could indicate customer dissatisfaction or a brewing issue.
3. Analyze Sentiment by Source
Sentiment doesn’t look the same everywhere. Social media might trend positively, while review platforms highlight dissatisfaction.
Tools like Mention allow you to break sentiment down by source, helping you prioritize where to focus your efforts.
4. Refine Your Messaging Using Sentiment Insights
Sentiment reports give you direct insights into what your audience loves and doesn’t.
Use this data to refine your campaigns, adjust product messaging, or address common customer pain points.
Direct Traffic: A Key Indicator of Brand Recall
Direct traffic refers to visitors who arrive on your website by typing your URL directly into their browser or through saved bookmarks, bypassing search engines, social platforms, or referral links.
Your audience says, “I know who you are, and I’m coming straight to you.”
Direct traffic is the purest form of brand recall. It proves that your brand is at the top of your mind when your audience is ready to act.
Why Direct Traffic Matters in 2025
As we navigate a cookie-less world in 2025, direct traffic has become a cornerstone for measuring organic brand awareness and loyalty. Here’s why:
- Strong Brand Recall: High direct traffic indicates that your audience doesn’t need an ad, email, or search engine to remind them of you—they already know and trust your brand. This is especially valuable in competitive markets where attention is scarce.
- Cookie-Less Marketing Era: With third-party cookies becoming obsolete, marketers face increasing challenges in tracking referral data. Direct traffic serves as a reliable metric to gauge organic interest and awareness.
- A Measure of Campaign Effectiveness: Direct traffic indicates how well your campaigns resonate. If a PR push, product launch, or viral moment is effective, you’ll see spikes in direct traffic as people proactively seek you out.
How to Track Direct Traffic
Tracking direct traffic is straightforward, but interpreting it effectively requires focus and strategy. Here’s how to do it:
1. Use Analytics Tools
Platforms like Google Analytics or HubSpot allow you to monitor direct traffic as a separate metric.
Look for it in your website traffic reports. It is typically labeled “Direct” under the acquisition or channels section.
2. Compare Direct Traffic Over Time
Monitor direct traffic growth monthly or quarterly to assess trends. Look for spikes after campaigns, events, or media coverage to evaluate their success.
3. Cross-Reference Campaign Data
Pair direct traffic data with campaign timelines to measure impact. For example:
Did direct traffic increase after a new product launch or influencer collaboration?
Are your PR efforts driving loyal audiences to check out your site without intermediary nudges?
Bonus Tips for 2025
- Embrace AI Tools: Tools like Brand24 or Mention are no longer optional—they’re essential for real-time brand tracking and sentiment analysis.
- Cross-functional collaboration: Involve your PR, content, and social media teams to ensure consistent platform messaging.
- Experiment with Emerging Channels: Don’t ignore newer platforms like Reddit, Discord, or TikTok, as these can drive unexpected brand awareness growth.
Conclusion: Why These KPIs Matter in 2025
Measuring brand awareness in 2025 is about turning data into actionable insights.
These five KPIs—Share of Voice, Branded Search Volume, Instagram Engagement Rate, Customer Sentiment, and Direct Traffic—offer a clear framework to stay competitive in a fast-changing market.
Benchmark your results to refine your strategy continuously using Mention. The sooner you begin, the closer you’ll be to building a stronger, more memorable brand.
