# Share of the conversation

A brand's contents as a share of the contents of the brands it is compared with, this week and the week before.

## Definition

Share of the conversation is the part of the contents of the compared brands (or shopping platforms) that mention this brand in the week.

## How it is computed

Formula: share = brand contents ÷ contents of all compared brands × 100

- A brand is matched to a piece of content from the tags (@) of the brand and its sub-brand accounts, from hashtags, and from brand names in the caption text.
- A content is counted once for a brand, even when the tag, the mention and the link all appear, or appear several times.
- A content that names more than one brand is counted separately for each brand, so brand totals can add up to more than the number of contents.
- The week before is computed the same way, over its own contents, so the change in points compares like with like.

## Limits

- The universe is the Turkish Instagram accounts that are tracked, not all of Instagram, so absolute volumes are a lower bound.
- Posts from a brand's own accounts are not counted. Accounts that share sector news or discounts are flagged separately.
- A mention is not a paid partnership.
- A percentage change is given only on a base of 10 or more contents.

## Example

Brand A has 40 contents and the compared brands together have 1,000 in the week: its share is 4.0%.

## Related metrics

- [Loyalty](https://starlecta.com/en/metrics/loyalty.md)
- [Movement](https://starlecta.com/en/metrics/movement.md)
- [All metrics](https://starlecta.com/en/metrics.md)
- [Full method](https://starlecta.com/en/methodology/brand-tracking.md)
- [Brand of the Day](https://starlecta.com/en/brand-of-the-day.md)

- **Last updated:** 2 November 2026

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