Live sample coverage from TikTok · July 16, 2026
NYC Comptroller. 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
One of the most-watched offices in the country right now: Comptroller Brad Lander's ICE arrest defending an immigrant pulled 6 million views, and his 2026 mayoral run, a Ms. Rachel policy collab and viral Subway Takes keep the office in the feed — alongside critics calling it all a publicity stunt.
Trending now · pulled from dig
Narrative intelligence
The stories driving the NYC Comptroller 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 NYC Comptroller 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 NYC Comptroller conversation.
A normally wonky auditing office is being defined on TikTok by one viral news moment and the personality of the person who holds it.
Owned vs. UGC reach · last 30 days
~10%vs~90%
@lorealparisusa owned share · UGC share of NYC Comptroller US TikTok reach (30d)
The office's own @bradlandernyc account humanizes the role, but the reach is news outlets and creators: @democrats (6.1M) and @aljazeeraenglish (2.5M) carried the arrest worldwide.
Top 6 creators · last 7 days
The house codes
The ICE arrest, the mayoral run, the Ms. Rachel collab, Subway Takes, and the "publicity stunt" pushback. Tracked.
Each storyline shaping how New Yorkers see the Comptroller's office, plus the reputation friction a citywide campaign invites.
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.