What is share of voice, and why does it matter?
When we communicate, our brain is busy forming and expressing ideas. At the same time, it’s difficult to stay self-aware about how much we’re speaking versus listening. Verbal and non-verbal cues from others offer some feedback, but they can be inconsistent - and we often misinterpret them.
One of the simplest yet most fundamental measures of communication is the amount of time each person spends talking compared to listening. Surprisingly, people are often poor judges of this balance: our research shows that individuals underestimate their share of voice by as much as 25%.
What is the right share of voice distribution?
The “right” share of voice depends on context:
Teaching, training, or giving feedback: Your share of voice may naturally be above 50%, since you are leading the conversation.
Job interviews: Aim for 10%–20%, leaving space for the candidate to speak.
Collaborative meetings: A balanced split, closer to 50/50, helps foster equal participation.
Coaching or mentoring: Research suggests outcomes improve when the communicator speaks only 20%–30% of the time, leaving most of the space for the other person.
There isn’t one “perfect” number. The ideal ratio shifts depending on the situation, your goals, and the people involved.
Mastering the skill of consciously moderating share of voice
If we consistently misjudge how much we’re talking, how can we improve?
1. Review your conversations
Reflect on recent meetings. Do you tend to dominate early on? Do you drift into long monologues midway? Identifying patterns is the first step to improvement.
2.Use objective feedback
Tools like Ovida provide a share of voice timeline, which makes it really easy to see when you spoke and when you listened. Sharing these recordings (with consent) with a trusted colleague, mentor, or communication coach can give you practical feedback.
3. Build awareness and experiment
Simply noticing your patterns can change them. Try adjusting your approach in upcoming conversations - speak less in certain moments, or invite others in more often - and see how it shifts the dynamic.
4. Track your progress
Consistently monitor your share of voice. Over time, you’ll develop a natural rhythm that feels balanced and effective in different contexts.
How fast will I see results?
Everyone improves at a different pace, but intentional practice often brings quick wins. For example, in Ovida data, 75% of users who made “balancing talk time” a development goal improved measurably within 3 meetings, often cutting their gap to target ratios by half.