Live sample coverage from TikTok · July 16, 2026
Michigan State. 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
Michigan State's summer feed runs on high-energy Moneyball Pro-Am basketball, building football hype for the 2026 season, and pre-semester campus life, with a running undercurrent of scrutiny over the program's recent struggles.
Trending now · pulled from dig
Narrative intelligence
The stories driving the Michigan State University 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 Michigan State University 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 Michigan State University conversation.
The university's own accounts set the welcome tone, but the story that travels is written by Spartans, not the administration.
Owned vs. UGC reach · last 30 days
~10%vs~90%
@lorealparisusa owned share · UGC share of Michigan State University US TikTok reach (30d)
The official @michiganstateu and @msuorientation handle admissions and welcome content, but the reach belongs to students, athletes and fans: creators like @wkb_sn on Moneyball hoops and @annabhamm on game-day traditions.
Top 6 creators · last 7 days
The house codes
Moneyball hoops, football hype, Spartan traditions, athlete vlogs, campus life, and the program scrutiny. Tracked.
Each storyline shaping how Michigan State shows up on TikTok, plus the on-field scrutiny fans keep revisiting.
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.