dig

Overview

dig is a social intelligence platform for teams investigating audience reactions, emerging narratives and the content behind them. It is most compelling when social video is central to the question; its video interpretation and source-linked answers give researchers more context than a sentiment score alone.

Coverage spans TikTok, YouTube, Instagram, Reddit, X and Facebook, as well as news, forums and blogs. The maker says dig analyzes more than 90% of social video across the named social platforms and reports 95% accuracy for in-video analysis. These are the maker’s claims, not independent benchmarks. Links to original videos and source posts make it possible to inspect the material behind an insight.

Key features

• Video and narrative analysis: dig interprets visuals, speech, tone, scenes, objects, emotions and narrative structure, alongside text around videos. That combination suits teams trying to understand how a message is presented, not just whether a post reads as positive or negative.
• Sentiment, creators and comments: Sentiment and creator analysis, comments analysis and figure detection broaden the view from video content to the people and reactions around it. The feature set is useful for audience and communications research, though the service’s defining emphasis remains social narratives and video.
• Research chatbot: Natural-language questions return answers linked to source posts. This offers a direct route from a research question to material a team can review, but each question analyzed against the global video database uses a credit.
• Monitoring and reporting: Dashboards, a live feed and smart alerts support ongoing monitoring, while every tier can export narrative summaries and impact scores to PDF or CSV. Full historical data helps teams examine past activity as well as current conversations.
• API: The API returns structured JSON with transcripts, sentiment, topics, products, brands and creator information. That makes dig a plausible component in an existing application, AI workflow, dashboard or data platform rather than only a standalone research destination.
• Privacy and enterprise controls: Private search data is not used to train models for other customers. Enterprise adds SAML SSO, audit logs, a dedicated organization environment and full data isolation, and says customer data is never used for model training.

Pricing

Free — free, billed monthly: Includes 10 credits per month. It is a sensible way to try source-linked social research or handle occasional questions, but a small allowance will constrain teams running frequent investigations.

Pro — $25 a month, billed per month: Includes 50 credits per month, plus influencer vetting, crisis detection, trend discovery, events analysis and competitive research. It is the practical fit for recurring research that needs those capabilities; teams should still consider whether 50 questions a month matches their workload.

Enterprise — custom pricing: Includes 100+ credits and the enterprise security controls. It is aimed at organizations with heavier research or governance needs, but the stated 100+ allowance may not suit very high-volume use without confirming the arrangement directly.

Credits measure chatbot questions analyzed against dig’s global video database. The free plan’s 10 and Pro’s 50 monthly credits therefore set a meaningful ceiling on question-led work. The company offers a free plan, contact and demo options; it says most teams are up and running in under three hours.

Platforms

dig is available on the web and through an API. The web product suits direct research and monitoring, while the API’s structured output is suited to teams integrating its data into other software. The API is an access route, not a separate listed platform such as a mobile app.

Who it's for

Brand and consumer insights teams, strategy leaders, communications and PR groups, agencies, research teams and public sector teams are the audiences dig identifies. It is particularly well matched to work where video content, audience response and traceable findings matter together. Teams seeking straightforward mention tracking without a video-research focus may find the product’s central emphasis less relevant.

Pros and cons

Pros

• Video-specific context: Analysis of visuals, speech, tone and narrative structure can surface meaning that text-only sentiment misses.
• Traceable outputs: Links to source videos and posts let teams inspect the underlying content rather than rely solely on summaries.
• Broad research workflow: Historical data, monitoring features, exports and an API support both ad hoc inquiries and integration into existing systems.
• Useful entry point: A free tier and monthly Pro billing let teams begin without a long-term billing commitment.

Cons

• Question quotas: Ten monthly credits on Free and 50 on Pro can limit teams that rely heavily on chatbot-led research.
• Maker-reported performance: The 90%+ coverage and 95% accuracy claims are not independent benchmarks, so buyers should assess whether the analysis meets their own needs.
• Enterprise cost requires a conversation: Custom pricing makes it harder to compare the 100+ credit tier with fixed-price options before contacting the company.

Alternatives

AI Social Listening Tools is a useful starting point for comparing products in that category. The broader Social Media Listening Software directory can help readers compare beyond AI-focused tools.

• KWatch.io is worth considering when Reddit and Hacker News keyword alerts are the priority: its free plan includes two alerts for each, but no tracked conversations.
• Social Searcher suits readers who want web-based, real-time searches without registration; its free plan allows 100 searches per day, one monitoring, and 500 saved posts per month.
• Harken is an alternative for readers who prefer free, open-source, self-hosted software with no per-seat pricing.
• Brand24 is a paid alternative with a free trial and broad device support; its Individual plan is $249 a month, billed $ 199 per month, billed annually, for 3 keywords, 2K mentions per month and one user.
• Meltwater Social Listening is aimed at small communications and marketing teams, startups and scale-ups with limited in-house analytics.
• OpenMagpie is a free, self-hosted option for readers willing to provide their own hardware and model.
• Sprinklr Social Listening is an enterprise product available by demo.
• Zignal Labs uses custom pricing through a service order form specifying fees, usage levels and included services.

Verdict

Choose dig if your team needs to investigate social video narratives and audience reactions with links back to source material. Its video analysis, research chatbot and integration options make it a focused choice for communications, strategy and insights work. Look elsewhere if your priority is a higher, predictable volume of chatbot questions at a fixed price, or if video context is not important to your monitoring needs.