Lumen data sources and social media coverage

Lumen collects data from an extensive list of sources. You can enable or disable specific source types in your project settings.

Note: Licensed content such as CEDRO, CFC, NLA and Premium Publisher content like Financial Times, Moodys, Lexis Nexis is not available in Lumen.

Go to Lumen, select Settings , select the General Settings tab, select Media Types, and then select the platforms you want to include in your results.

Data sources

Lumen collects data from a large number of online sources, including:

• online newspapers, magazines, and news sites
• TV and radio
• podcasts
• newsletters
• blogs
• forums
• Disqus (global comment platform for managing comments on blogs and news sites)

Social media

See the following sections for details on coverage for different social media platforms. You can use search operators to narrow down your search results based on specific platforms. Learn about search operators in Lumen.

• Facebook metrics
• Instagram metrics
• TikTok metrics
• Snapchat metrics
• Threads metrics
• X metrics
• Bluesky metrics
• LinkedIn metrics
• YouTube metrics
• Pinterest metrics
• Reddit metrics
• Truth Social metrics
• Mastadon metrics
• Fishbowl metrics
• LINE metrics

Facebook

Lumen automatically tracks Facebook results that match your Quick Search or Topic Insights queries using its Facebook catalog, an extensive repository of 100,000 indexed public Facebook Pages. Lumen collects organic posts from public Pages in the catalog, but does not collect comments or replies on those posts.

You can monitor Facebook Pages for which you have administrator permissions by connecting those accounts to Lumen and then adding them as monitored channels. You can also monitor public Facebook Pages by adding them as public channels in Lumen. Learn about connecting social accounts and adding channels to your Lumen project.

If you are not monitoring any owned Facebook channels, make sure you enable Facebook as a media type in your project settings to get access to Lumen's Facebook catalog. Go to Settings, select the General Settings tab, select Media Types (in the Project data criteria section), and then check the Facebook box.

When you add a Facebook channel, Lumen can retrieve posts from the previous 400 days. Data coverage for Facebook depends on the type of Page you are monitoring. See the following sections for more details.

Facebook post data

The following table describes the data collected for Facebook posts on monitored channels.

Facebook post data in Lumen

Data	Owned Page	Public Page
Post content (owner and audience)
Post type
Post media (video, picture)
Post URL
Number of shares
Number of Facebook reactions
Number of comments
Content of comments (owner and audience)
Commenter's name
Commenter's profile pic
Post reach (actual)
Post media views
Post link clicks
Engaged users
Complete video views
Number of Facebook followers
Page mentioned in posts (partial coverage)
Page mentioned in comments

Facebook author data

The following table describes the data collected for Facebook authors on monitored channels.

Facebook author data in Lumen

Data		Owned Page	Public Page
Author type	Posts from a Public Page
	Posts from a private user account
Public Page metadata	Name
	Author URL
	Bio
	Profile picture
Private user metadata	Name
	Author URL
	Bio
	Profile picture

Facebook video data

The following table describes the data collected for owned Facebook videos on monitored channels.

Facebook video data in Lumen

Data	Owned Page	Public Page
Total number of video views
Video views distributed by organic and paid
Complete video views
Complete video views distributed by organic and paid
Video views distributed by autoplay and click-to-play
Unique video viewers

Facebook stories data

The following table describes the data collected for owned Facebook stories on monitored channels.

Facebook stories data in Lumen

Data	Owned Page	Public Page
Number of Facebook shares
Number of Facebook reactions
Number of Facebook followers
Number of Facebook post video views
Facebook engagement (sum of shares and reactions)
Facebook reach
Facebook impressions

Instagram

Lumen collects Instagram data from posts, comments, tags, stories, and mentions on owned Instagram accounts, posts on non-owned Business and Creator accounts (through public channel monitoring), and public Instagram posts (through hashtag tracking).

Lumen automatically tracks Instagram results that match your Quick Search or Topic Insights queries using its Instagram catalog, an extensive repository of 150,000 indexed public Instagram Business and Instagram Creator accounts. For Topic Insights, Instagram data from the catalog is available from January 2025 onwards. Lumen collects organic posts from public Pages in the catalog, but does not collect comments or replies on those posts.

You can monitor Instagram accounts that you own by connecting them to Lumen and then adding them as monitored channels. You can also monitor public Instagram accounts by adding them as public channels in Lumen. Learn about connecting social accounts and adding channels to your Lumen project.

If you are not monitoring any owned Instagram channels, make sure you enable Instagram as a media type in your project settings to get access to Lumen's Instagram catalog. Go to Settings, select the General Settings tab, select Media Types (in the Project data criteria section), and then check the Instagram box.

Hootsuiteuses its own methodology to infer location based on a model that takes several parameters into consideration, such as author bio content (including emoji flags), country code, domain URL linked from the profile, user name, and profile publications language.

Data coverage for Instagram depends on the type of account you are monitoring, and whether you are using hashtag tracking. See the following sections for more details.

Instagram post data

The following table describes the data collected for Instagram posts on monitored channels.

Instagram post data in Lumen

Data	Hashtag tracking	Owned account	Non-owned account
Number of posts
Post captions
Post media
Instagram reels
Post type (photo, video, carousel, reel)
Post URL
Timestamp
Number of likes
Number of comments
Comments content
Potential reach
Actual post reach
Post impressions
Post engagements
Video views
Account mentioned in posts and reels
Comments on posts that mention account
Account mentioned in comments
Account tagged in media
Comments on posts that tag account in media

Instagram author data

The following table describes the data collected for Instagram authors on monitored channels.

Instagram author data in Lumen

Data		Hashtag tracking	Owned account	Non-owned account
Author type	Posts from a Business or Creator account
	Posts from a user account
Author metadata	Name
	Author URL
	Bio
	Profile picture
	Number of followers

Note: You get posts published by other Business or Creator accounts or private users if you are tagged in the post or media. Additionally, you get comments on your owned posts, regardless of who writes them, as well as comments where your Page was tagged in.

Instagram Stories data

The following table describes the data collected for owned Instagram stories on monitored channels.

Instagram Stories data in Lumen

Data	Hashtag tracking	Owned account	Non-owned account
Total stories
Story media
Story reach
Story replies
Story completion rate
Story total interactions distributed by taps forward, exits, or taps back

Instagram Reels data

The following table describes the data collected for Instagram reels on monitored channels.

Instagram Reels data in Lumen

Data	Hashtag tracking	Owned account	Non-owned account
Number of likes
Number of comments
Content of comments
Follower count
Reach
Number of times saved
Number of shares
Total interactions

Note: When you connect an owned Instagram account to Lumen or add a non-owned Instagram account as a public channel, Lumen adds reels from the past 400 days as historical data. For new hashtag channels, Lumen adds reels from the previous 24 hours.

Instagram hashtag monitoring limitations

Instagram limits the number of hashtags you can track with Business or Creator accounts. Each linked Business or Creator account can track up to 30 hashtags within a rolling 7 day period. If you remove a hashtag from your tracked hashtag list before the 7 day period ends, it still counts toward the 30 hashtag limit.

In addition, keep the following in mind:

• Instagram does not provide a user name or user handle in API data. However, you can access the post manually by selecting the mention in the results.
• Only content published within the previous 24 hours is returned (no historical data is available).
• Instagram does not provide publication date or follower count for mentions returned with hashtag tracking.

Instagram Collab posts

Instagram Collabs allow Instagram users to co-author Feed Posts (including videos) and Reels with others. The co-authored post or Reel appears on the Instagram profiles of each collaborator, and is shared to each collaborator's followers. Instagram Collab posts list all Instagram handles in the header as the post’s or Reel’s authors.

While the co-authored content shows up in each collaborator's feed on Instagram, the Instagram API only delivers feed posts for the first author listed. If you are only monitoring the Instagram account of the second author listed in the post, the post won’t appear in your results.

TikTok

Lumen collects video content, audience comments, and brand mentions on owned TikTok Business accounts.

To collect TikTok data for your topics, you must connect a TikTok account to Lumen (to generate a token that allows Hootsuite to access the platform on your behalf), and then add the TikTok accounts you want to monitor as channels. Learn about connecting social accounts and adding channels to your Lumen project.

TikTok post-level data

The following data is collected for owned video posts on monitored channels:

• Post content and URL
• Author name and profile URL
• Publication date and time
• Thumbnail
• Source country (based on language of content)
• Number of likes
• Number of shares
• Number of comments
• Comments on post, including:
  • commenter name
  • number of TikTok followers on commenter's account
  • number of replies
  • number of likes on comment
• Post reach (based on the total number of unique view of the video)
• Number of followers for TikTok profile (when the post was fetched)
• Number of video views
• Number of completed video views
• Video completion rate (as a percentage of total video views)
• Video length
• Video view time (total watch time for the video, aggregated across all video views)
• Average video view time (average watch time for the video across all video views

TikTok mention-level data

The following data is collected for posts that mention monitored TikTok channels (either in video posts or in comments):

• Post content and URL
• Post author name
• Publication date and time
• Thumbnail
• Comment count (for posts)
• Commenter name
• Number of likes (for both posts and comments)
• Number of shares (for posts)
• Number of video views (for posts)
• Reach (for posts)
• Number of followers on the TikTok account (for both posts and comments)

TikTok hashtag monitoring

TikTok hashtag monitoring lets you track public conversations and trends across up to 50 brand and brand-related hashtags from TikTok's public catalog. Lumen retrieves the 100 most popular posts per hashtag every 24 hours, with each result including the post URL, caption, thumbnail, and engagement metrics (likes, comments, and shares).

Snapchat

Lumen automatically tracks Snapchat results that match your Quick Search or Topic Insights queries using its Snapchat catalog, an extensive repository of 75,000 indexed public Snapchat profiles. Lumen collects data in Stories, Saved Stories, and Spotlights from public Snapchat profiles in the catalog.

To ensure your results include data from specific Snapchat profiles you're interested in, you can monitor owned and non-owned public Snapchat profiles by adding them as public channels in Lumen. Learn about connecting social accounts and adding channels to your Lumen project.

Snapchat post data

The following table describes the data that Lumen collects for Snapchat posts. These metrics are displayed for each Snapchat result in the Results widget.

Threads

Lumen collects data from posts and replies on owned Threads accounts.

To collect Threads data for your topics, you must connect a Threads account to Lumen (to generate a token that allows Hootsuite to access the platform on your behalf), and then add the Threads accounts you want to monitor as channels. Learn about connecting social accounts and adding channels to your Lumen project.

Threads post-level data

Lumen collects the following data for Threads posts on monitored channels:

• Post content
• Post media (video, image)
• Post URL
• Timestamp
• Number of likes
• Number of replies (does not include replies to replies)
• Content of replies
• Number of reposts
• Number of quote-posts
• Number of shares
• Number of views
• Number of followers for Threads profile (when mention was fetched)

X

Lumen collects X data from posts, replies, and mentions on both owned accounts and non-owned accounts (through public channel monitoring). You can also monitor the results of a search on X using keywords or hashtags.

You can monitor your own X accounts for advanced insights on your account activities by connecting those accounts to Lumen. You can also monitor public X accounts by adding them as public channels. Learn about connecting social accounts and adding channels to your Lumen project.

Hootsuite has access to the entire X Firehose, for full X coverage. However, the coverage provided by the X API depends on the type of monitoring. See the following sections for more details.

X post data

The following table describes the data collected for X posts.

X post data in Lumen

Data	Query tracking	Owned account	Non-owned account
Content
Type
Media (text, video)
URL
Replies count
Timestamp
Number of reposts
Number of likes
Number of quotes
Number of followers
Number of following
Number of replies
Content of replies mentioning account (or mentioning keyword or hashtag)
Content of reposts mentioning account (or mentioning keyword or hashtag)
Content of quotes
Actual reach
Potential reach
Post impressions
Bookmarks
URL clicks (owner content only)
Profile clicks (owner content only

X author data

The following table describes the data collected for X authors.

X author data in Lumen

Data	Query tracking	Owned account	Non-owned account
Name
Author URL
Bio
Profile picture
Verification checkmarks (blue, gold, or grey)

Bluesky

Lumen collects Bluesky data from posts, replies, and shares. Hootsuite has access to the entire Bluesky Firehose, with historical data going back to January 1, 2025. The data is automatically available, so you don't need to connect a Bluesky account or add a public channel to begin monitoring Bluesky mentions.

Bluesky post data

Lumen collects the following data for individual Bluesky posts:

• Post content
• Post media (video, image)
• Post URL
• Timestamp
• Number of shares
• Number of likes
• Number of replies
• Content of replies
• Engagement
• Quote-posts

Bluesky author data

Lumen collects the following author metadata for individual Bluesky posts:

• Author name
• Author's Bluesky URL
• Author's handle
• Author profile picture

LinkedIn

Lumen collects LinkedIn data, such as posts and comments, from LinkedIn Company Pages for which you have Super Admin permissions.

You can only monitor owned LinkedIn Pages and metrics. In addition to collecting owned posts and their associated audience comments, Lumen also collects mentions of owned monitored LinkedIn Pages, mentions of owned monitored LinkedIn Pages in reposts, and owned posts quoted by another author or page.

The engagement metric is only available for content published in the last 30 days.

When you connect a new LinkedIn account to Lumen, Hootsuite fetches posts from the previous 400 days (to a maximum of 10,000 posts) as historical data. Learn about connecting social accounts and adding channels to your Lumen project.

LinkedIn post data

Lumen collects the following data for individual posts on owned LinkedIn Company pages:

• Post content
• Post type
• Post media (video, image)
• Timestamp
• Number of likes
• Number of shares
• Number of comments
• Number of clicks
• Number of impressions
• Content of comments (excluding comments on comments)
• Name of commenter
• Video views (for video content)
• Unique viewers (for video content)
• Average view duration (for video content)
• Mentions of owned monitored organization (Company Page)
• Quote posts (owned posts quoted by another author or Page)

YouTube

Lumen collects mentions based on YouTube users, videos, and search terms.

Lumen automatically tracks YouTube results that match your Quick Search or Topic Insights queries using its public YouTube catalog, an extensive repository of 15,000 monitored YouTube accounts. For Topic Insights, 13 months of historical YouTube data from the catalog is added automatically when the topic is created or updated.

You can monitor a specific YouTube channel, or an individual YouTube video, to get video metrics and comments. For individual videos, add the YouTube video URL as a channel to get the best coverage. Learn about adding channels to your Lumen project.

You can also monitor YouTube results for one or more keywords that show up in video descriptions and comments. The search returns matching results directly from YouTube and not only the results that are already available in the Lumen database, so make sure that your keyword search is as specific as possible.

YouTube video data

The following table describes the data collected for YouTube videos.

YouTube video data in Lumen

Data	Query monitoring	Video or Shorts	Channel
Video title
Video description
Author name
Video URL
Timestamp
Number of likes
Number of views
Number of comments
Content of comments (owner and audience)
Commenter's name
Commenter's avatar
Commenter's URL

Note: For query monitoring, you get the video title and video descriptions on video posts. In addition, you only get the content of comments that contain the keyword or keyword phrase in the query.

YouTube user data

The following table describes the data collected for YouTube users.

YouTube user data in Lumen

Data	Query monitoring	Video or Shorts	Channel
Number of posts
Number of owner comments
Number of audience comments
Number of views
Number of likes
Total subscribers
New subscribers

Pinterest

Lumen has access to Pinterest data through crawling. You can monitor any Pinterest accounts or Pinterest boards (saved or pinned pins) when you add them as public channels. Learn about adding channels to your Lumen project.

Pinterest mentions (and hashtags) that match your topic search term are included in your topic results. These mentions or hashtags come from either monitored accounts or boards, or from Lumen’s internal catalog, built from popular boards and top accounts.

Although you don’t need to generate an access token for Pinterest data, you need to add relevant Pinterest accounts or boards as public channels. When you set up a new Pinterest channel, you get a maximum of 30 days of historical data for created pins, and saved pins (for each board, up to 100 posts).

Lumen collects the following data for each Pinterest result:

• Author name
• Author profile photo
• URL
• Content
• Creation date and time
• Board name
• Number of reactions (Love, Good Idea, Thanks, Wow, Haha)
• Pins
• Repins (shares)
• Comments count (for each pin and repin)
• Number of followers
• Likes

Note: Engagement is the sum of the number of comments, number of repins, and reactions. Reach is the number of followers.

Reddit

Lumen collects mentions from all active subreddits (and a large majority of historical top subreddits). Hootsuite has access to the Reddit Firehose through the Reddit API, which ensures full coverage. Reddit mentions that match keywords in your search terms are automatically included in your search results.

Lumen collects the following data for each Reddit result:

• Engagement (sum of comments and total votes; for posts prior to July 2024, number of comments)
• Upvotes
• Downvotes
• Total votes (sum of upvotes and downvotes)
• Subreddit subscribers
• Reddit Karma (user’s contribution to Reddit)
• Comments (by user)

Note: Reddit results are included in Quick Search and Topic Insights results. However, to comply with Reddit's legal requirements, Lumen no longer includes Reddit data in result exports.

Truth Social

Lumen has a catalog of Truth Social profiles so you can monitor posts from a small pool of leading public Truth Social accounts. Lumen automatically gathers results that match your search query through Quick Search and displays relevant posts in matching topics, seamlessly integrating them into your project.

Lumen backfills three months of historical data for each Truth Social profile added to the catalog.

For each Truth Social result, Lumen collects the following data:

• Author's name
• Author's profile URL
• Post URL
• Content snippet
• Thumbnail
• Publication date and time
• Source country (detected by Lumen by Talkwalker)

In addition, Lumen collects the following post-level metrics:

• Favorites
• Comment count
• Repost (ReTruth) count
• Account followers
• Potential reach (the number of account followers)
• Engagement (the sum of comments, favorites, and reposts)

Results from Lumen's Truth Social catalog appear in the Results widget if they match any topics, and are also included in Quick Search results if they match your search query.

Mastadon

Lumen has a catalog of Mastadon profiles so you can monitor posts from a pool of leading public Mastadon accounts. Lumen automatically gathers results that match your search query through Quick Search and displays relevant posts in matching topics, seamlessly integrating them into your project.

Lumenbackfills three months of historical data for each Mastadon profile added to the catalog.

For each Mastadon result, Lumen collects the following data:

• Author's name
• Author's profile URL
• Post URL
• Content snippet
• Thumbnail
• Publication date and time
• Source country (detected by Lumen)

In addition, Lumen collects the following post-level metrics:

• Favorites
• Comment count
• Potential reach (the number of account followers)
• Engagement (the sum of comments, favorites, and reposts)
• Hashtags
• Reshares (boosts) count

Results from Lumen's Mastadon catalog appear in the Results widget if they match any topics, and are also included in Quick Search results if they match your search query.

Fishbowl

Lumen has a catalog of Fishbowl profiles so you can monitor posts from a pool of popular Fishbowl accounts. Lumen automatically gathers results that match your search query through Quick Search and displays relevant posts in matching topics, seamlessly integrating them into your project.

Lumen backfills three months of historical data for each Fishbowl profile added to the catalog.

For each Mastadon result, Lumen collects the following data:

• Author's name
• Author's profile URL
• Post URL
• Content snippet
• Potential reach (the number of account followers)

Results from Lumen's Fishbowl catalog appear in the Results widget in Topic Analytics if they match any topics, and are also included in Quick Search results if they match your search query.

LINE Official Accounts

LINE is an instant messaging and social media app which gained significant popularity in the JAPAC region, especially in Japan, where it has become the top-rated social media platform with a substantial user base.

Lumen maintains a pool of data from monitored LINE Official Accounts from which it matches results against relevant search terms.

Note: Only Official Accounts accessible from the browser can be included in Lumen coverage. Lumen cannot monitor accounts that are only accessible through the LINE app.

You can isolate LINE data by using a dedicated Boolean operator (sourcetype:SOCIALMEDIA_LINEOA) in your search query. You can search for results from specific accounts by using the author: or authorshort: Boolean operators with the account names.

LINE mention data

Lumen provides the following data for each LINE result:

• Author name
• Author profile photo
• URL (opens the account’s Mixed media feed on LINE as it is not possible to link directly to posts.)
• Content
• Publication date and time

LINE post data

Lumen provides the following data for each LINE post returned in the results:

• Comments count
• Number of likes
• Number of shares
• Number of profile’s friends
• Number of profile followers

  Note: Not all Official Accounts have the number of Profile Followers available by default as this option needs to be manually enabled in the account’s settings directly on LINE.