Live sample coverage from TikTok · Normal, Illinois · July 29, 2026
Town of Normal. 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
Redbird return-to-campus energy runs the feed. The season's biggest local clip, from @redbirdsmash at 160.2K views, rides Illinois State pride, while Uptown Normal's coffee and food scene pulls the rest.
Trending now · pulled from dig
Narrative intelligence
The stories driving the Normal 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 Normal 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 Normal conversation.
The town and ISU have a voice, but students and local creators set the agenda on how Normal shows up online.
Owned vs. UGC reach · last 30 days
~5%vs~95%
Official-channel share · UGC share of Normal TikTok reach (30d)
Official town and university channels rarely break through. Students, local-news creators like @wgltnews and Uptown small-business owners drive nearly all of Normal's reach.
Top 6 creators · last 7 days
The house codes
Uptown, ISU life, business, development, events. Tracked.
How each side of Normal shows up on social, plus the signal the town 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.