Live sample coverage from TikTok · East Lansing, MI · July 29, 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
Spartan season is heating up: a future recruit's emotional offer video pulled nearly 800K views via @opossumsandpeace, even as campus grapples with harder conversations about antisemitism and race.
Trending now · pulled from dig
Narrative intelligence
The stories driving the Michigan State 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 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 conversation.
Official channels have a presence, but students and creators set the tone, celebration and criticism alike.
Owned vs. UGC reach · last 30 days
~10%vs~90%
Official-channel share · UGC share of MSU TikTok reach (30d)
Spartan Athletics and campus accounts show up, but the conversation is overwhelmingly student-driven, from dorm tours and hype edits to sharp criticism of the university.
Top 6 creators · last 7 days
The house codes
Football, hoops, campus life, academics, campus climate. Tracked.
How each side of Michigan State shows up on social, including the reputational signals the university can't ignore.
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.