A classification of a parent story that is receiving likes, comments, or reshares. It can be:

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

This target holds no information about the like, comment, or reshare itself, only on the story receiving those engagements.

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


  1. Filter for likes, comments, or reshares on stories from women in the 35-44 age demographic that include photos and that mention BMW:

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

  2. Filter for engagements on plain-text stories about coffee:

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


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

A Note is always a Note regardless of what media (photo/videos/links) are contained in them. Notes, which are Facebook's long-form blog posts, are rare in our datasets. Notes are a longstanding but very lightly used Facebook feature.

A single reshare event comes in twice, as both a story and an engagement. The story version always has fb.media_type set to "reshare", regardless of the media contained in the shared story. Reshares as engagements don't have fb.media_type set, but will have a value in fb.parent.media_type based on the media of the shared story (photo/video/link).

A Facebook story can contain only photos or a video, not both, so media types photo and video are mutually exclusive. However a story which contains both a link and either a photo or a video will have photo or video as its media type. Photos and videos trump links.

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.

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