Marketing Skills 06/10/2026

4 Key Metrics for Measuring Brand Awareness on Social Media

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In today’s increasingly competitive business environment, a brand with high recognition will truly stand out from the rest. Let’s explore Brand Awareness with OMICall so your business can build appropriate and effective marketing strategies in the article below!

Measure brand awareness through direct website traffic.

Website analytics tools like Google Analytics 4 will show businesses the direct traffic to their website. Examining the growth of direct traffic over a specific period provides managers with information about the growth of consumer awareness of the business’s brand.

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Website traffic from various sources

Another metric to study is the quantity and quality of traffic from different channels. Some traffic sources that businesses should pay attention to include: Organic (organic search), Paid Search (search through advertising), Social (search from social networks), etc. Ensure that traffic from these channels is continuously increasing. However, this traffic must be legitimate and relevant to the business’s website.

For example, traffic from channels with poor ratings will lower a business website’s quality score, making it inaccessible to customers. This reduces the website’s search visibility, or website trust, which doesn’t help improve brand awareness. Therefore, don’t just look at the metrics; research and focus on quality traffic.

Average search volume on Google Search

Through Google Search, you can see the number of searches for your brand and your competitors’ brands, as well as some related keywords. This is a great way to measure and track your business’s brand awareness.

Most analytics tools only provide information on search volume over a limited period, such as three to six months, so store your metrics to track increases in branded searches over a longer timeframe. Pay attention to related keywords and keywords containing misspellings for more insightful information.

Average search volume on Google Search

04 key metrics for measuring Brand Awareness on Social Media

04 Brand Awareness Measurement Indicators

Measuring Brand Awareness through Buzz Volume (Total Discussion Volume)

Buzz Volume is a metric that reflects the level of buzz a brand has, encompassing the total number of posts, comments, and shares made publicly.

Besides Buzz Volume, other metrics representing overall discussion include Displayed Buzz Volume, Relevant Buzz Volume, and Brand Mention. Depending on the measurement goals or the specifics of the brand or industry, brands can refer to these metrics (buzz) based on how discussions are categorized on social media.

Share of Voice

Share of Voice is a metric that compares the amount of discussion a brand generates with that of its competitors over a period of time. Share of Voice indicates the ratio of the brand’s discussion volume to that of its competitors. This ratio suggests whether the brand is gaining more attention than its rivals.

For example, in April 2022, Edupia only held 5.31% of the discussion market share compared to AloKiddy and KidsUp in the Edtech and Elearning Kid Education segment. However, in May 2022, Edupia surged to 23.13% thanks to collaborations with celebrities such as Khanh Thi and actress Van Trang, as well as engaging minigames to increase user interaction.

Share of Engagement

Share of Engagement is a metric that helps compare the level of interaction a brand generates with that of its competitors over a period of time.

Depending on the characteristics of each industry, users will discuss or interact more with brand posts. This rate depends on the competition and the number of competitors the brand is comparing itself to. Similar to Share of Voice, Share of Engagement is also a relative metric.

Audience Scale

Audience scale refers to the number of people who actually participate in discussions on social media. Creating a social media campaign that attracts a large audience and encourages discussion is crucial. To achieve this, marketers need concise, engaging messaging and a well-planned content distribution strategy across various channels. With the same Buzz Volume, a campaign with a higher number of participants will undoubtedly achieve better virality.

For example, in May 2022, AloKiddy led in discussion market share with 70.9%. However, when considering the number of people participating in discussions, Edupia held a significant advantage with nearly 70%. This means that in May 2022, Edupia’s activities reached a much larger user base.

In conclusion

OMICall’s insights on key Brand Awareness metrics aim to provide businesses with better guidance in building their brand image and expanding their potential customer base.