Live sample coverage from TikTok · Spartanburg, SC · July 30, 2026
USC Upstate. 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
USC Upstate is having its biggest social moment on the back of baseball: the Spartans' historic NCAA tournament run turned an @espn walk-off clip into 1.3M views, even as race and inclusion debates ripple across the wider University of South Carolina system.
Trending now · pulled from dig
Narrative intelligence
The stories driving the USC Upstate 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 USC Upstate 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 USC Upstate conversation.
Official accounts post, but students, athletes and local media set the tone, celebration and criticism alike.
Owned vs. UGC reach · last 30 days
~10%vs~90%
USC Upstate-owned share · UGC share of USC Upstate TikTok reach (30d)
USC Upstate's own channels barely register. Students, athletes and outlets like @espn and @foxcarolinanews drive nearly the entire conversation.
Top 6 creators · last 7 days
The house codes
Baseball, campus life, athletics, incoming class, campus climate. Tracked.
How each side of USC Upstate shows up on social, including the reputational signals moving across the USC system.
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.