Live sample coverage from TikTok · July 9, 2026
Chloé. Watched in real time.
dig delivers a live read on the forces shaping brands across social — from creator sparks and product launches to cultural shifts and emerging narratives.
Trending narrative
@chloe's "How do you wear your Paddington?" post pulled 30.1 million views in a week, more reach than most houses see in a season, and it was one quilted bag.
Trending now · pulled from dig
Narrative intelligence
The stories driving the Chloé conversation.
Narratives, not hashtags. dig surfaces the meaning behind each clip, ranking the stories by momentum and breaking them down by generation.
Trending now · last 7 days
What people really think about Chloé right now.
Pre-crisis radar · for comms
The narratives that haven't hit yet.
Early negative signals that give comms a head start before the story spreads.
Emerging signals · last 14 days
Owned content vs. UGC
Who's actually calling the Chloé conversation.
A rare case: Chloé's own channel is a top performer, but the boho-thrifters, vintage-bag hunters and dupe-hunters are right behind it.
Owned vs. UGC reach · last 30 days
~45%vs~55%
@chloe owned share · UGC share of Chloé TikTok reach (30d)
@chloe's "Chloé à la Plage" posts hit 30.1M and 20.3M views, but @katiakramble's vintage-Paddington thrifting video (6.1M) proves the resale hunt is now its own movement.
Top 6 creators · last 7 days
The house codes
Paddington, Bracelet Bag, Wedge Clogs, Marcie, See by Chloé, Nomade. Tracked.
Each Chloé franchise's top narrative, plus the surprise signal comms may not see coming yet.
Portfolio signal · last 30 days
From signal to next move
The actions your team can take this week.
The creator to engage, the narrative to get ahead of, and the talking point that needs to be ready before the story moves.