Live sample coverage from TikTok · June 28, 2026
McDonald's. 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
McDonald's biggest TikTok force right now is a game, not a campaign: the "My McDonald's Order" trend has pulled 170M+ views - even as a wave of "$4 hash brown" price-shock videos reframes the brand as a luxury.
Trending now · pulled from dig
Narrative intelligence
The stories driving the McDonald's 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 McDonald's 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 McDonald's conversation.
The My-Order-trend, mukbang, price-shock and customer-moment creators whose posts define McDonald's on TikTok far more than its own channel.
Owned vs. UGC reach · last 7 days
3%vs97%
@mcdonalds owned share · creator share of McDonald's TikTok reach (30d)
@tom's "My McDonald's Order" video pulled 10M views in a single post - the trend creators built is out-reaching anything on @mcdonalds' own channel.
Top 6 creators · last 7 days
House of brands
My Order trend, Value & Prices, World Cup, Menu hacks, Service moments. Tracked.
Each brand'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.