This target is populated with the type of content contained in the story:

  • link
  • note
  • photo
  • photo_album
  • post
  • reshare
  • video

This target is not populated for likes or comments.

PYLON converts the values for this target to lowercase before they reach the filtering engine. This target is case sensitive so make sure you supply your arguments in lowercase in:

  • query filters
  • interaction filters if you are using the cs modifier


A story which contains both a link, and either a photo or video will have photo or video as its media type. Photos and videos take precedence over links.


Notes are always a notes regardless of the media (photo/videos/links) contained in them.

Photo and video

A Facebook story can contain only photos or a video, not both, so media types photo and video are mutually exclusive.

Photo album

A Facebook story can contain multiple photos. In this case the media type is "photo_album".


When media type is "post", it's a plain-text story with no links, photos or videos.


When a person 'reshares' a story this creates two new interactions:

  • A new story containing with fb.media_type set to 'reshare'.
  • A new engagement with fb.parent.media_type set to photo / video / link etc as appropriate from the original story.

For more details on reshares and types of stories see Introducing Facebook Topic Data.


  1. Filter for stories from women in the 35-44 age demographic that include photos and that mention BMW:

    fb.media_type == "photo" and fb.author.gender == "female" and 
    fb.author.age == "35-44" and fb.content contains "BMW"

  2. Filter for plain-text stories about coffee:

    fb.media_type == "post" fb.content contains "coffee"


In the UI, the output is a pie or bar chart with up to 7 elements.

Resource information

Target service: PYLON for Facebook Topic Data

Type: string

Array: No

Tokenized for query filters: No

Interaction filter: Yes

Analysis target: Yes

Query filter: Yes

Child analysis target: No