Live sample coverage from TikTok · Global · confectionery · August 3, 2026
Mars · M&M's & Snickers. 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
Mars runs on its two icons: M&M's viral challenges and Snickers' 'you're not you when you're hungry' comedy. An M&M's challenge clip from @nexlevelup0 hit 143.5M views.
Trending now · pulled from dig
Narrative intelligence
The stories driving the Mars 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 Mars 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 Mars conversation.
Official channels launch the campaigns; creators turn M&M's and Snickers into challenges, reviews and comedy.
Owned vs. UGC reach · last 30 days
~20%vs~80%
Mars-owned share · UGC share of Mars TikTok reach (30d)
Mars brands and their partner creators seed the campaigns and spokescandy moments, but challenges, recipes and comedy from creators drive the vast majority of the reach.
Top 6 creators · last 7 days
The house codes
M&M's challenges, Snickers comedy, branded creators, recipes, spokescandy. Tracked.
How the Mars conversation moves on social worldwide, plus the signal Mars can act on.
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.