Live sample coverage from TikTok · Sandwell, West Midlands · July 29, 2026
Sandwell Council. 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
Sandwell's biggest social moment this summer wasn't council business at all: a Cradley Heath mum naming her newborn after Jude Bellingham pulled 1.5M views via @itvnews. Around it, residents debate bins, potholes and how the council spends.
Trending now · pulled from dig
Narrative intelligence
The stories driving the Sandwell 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 Sandwell 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 Sandwell conversation.
The council has a voice, but residents and local-news creators set the agenda on what Sandwell looks like online.
Owned vs. UGC reach · last 30 days
~5%vs~95%
Official @sandwellcouncil share · UGC share of Sandwell TikTok reach (30d)
The official @sandwellcouncil account is active, and its Safer 6 clean-up posts do land, but residents, local-news creators and urbex explorers drive the overwhelming majority of Sandwell's reach.
Top 6 creators · last 7 days
The house codes
Six towns, one borough. Tracked.
How each of Sandwell's six towns shows up on social, plus the signal the council 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.