Live sample coverage from TikTok · United Kingdom · July 16, 2026
Flora UK. 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
@emsbalance's 12-minute Flora Buttery brunch recipe pulled 1.7 million views — Flora's biggest UK moment this season is a dairy-free recipe demo, not an ad.
Trending now · pulled from dig
Narrative intelligence
The stories driving the Flora 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 Flora 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 Flora conversation.
UK creators drive Flora's reach — the brand's owned channel lands campaign and product posts, but creator recipe demos pull the huge numbers.
Owned vs. UGC reach · last 30 days
~15%vs~85%
@lorealparisusa owned share · UGC share of Flora US TikTok reach (30d)
@emsbalance's recipe demo (1.7M) and @marianesilva_c (298K) run the Flora conversation — official Flora channels mostly post campaign and product content, not the viral recipe formats.
Top 6 creators · last 7 days
The house codes
Plant B+tter, Buttery, ProActiv, Original, Lighter, sustainability. Tracked.
Each Flora franchise's top narrative, plus the health and packaging signals insights should watch.
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.