Event reference

Social post events

The webhook event for LinkedIn, X and Instagram posts: every key, its type and an example for each platform.

A social post event fires when a tracked competitor publishes a post on LinkedIn, X or Instagram. One post is one event.

eventType: social_post
subEventType: linkedin_post · x_post · instagram_post
signalType: social.post (also social.post_updated, social.post_removed in the schema)
Platform field: socialPostResponse (same value as metadata)
Trackers: LinkedIn posts · X · Instagram
relevance: LinkedIn and X are judged (relevant). Instagram is always { "status": "unjudged" }

How to read this page

Every body has the common fields plus one socialPostResponse object, sent twice (also as metadata). It has the item fields and a platform, then the keys of that platform. For X, a number the vendor did not give is null. LinkedIn and Instagram send 0 instead.

Fields every post has

socialPostResponse · all platforms

platform

'linkedin'|'x'|'instagram'

The network. Matches subEventType.

title

string|null

Usually null: posts have no title.

text

string|null

The post text.

url

string|null

A public link to the post.

author

object|null

{ name: string, handle: string | null, url: string | null }.

media

object[]

{ type: 'image' | 'video' | 'document', url: string }. Empty when the post has no media.

metrics

object|null

The raw numbers, as { [name]: number }. The named keys below repeat them.

LinkedIn posts

subEventType: "linkedin_post". reactions, comments and reposts are always numbers. likes and shares come from metrics. The vendor mapping fills them with 0 when it has no count, so in practice they are never null and equal reactions / reposts.

socialPostResponse · linkedin only

postUrn

string

LinkedIn's id for the post (the number from the post's URN).

isRepost

boolean

true when the competitor reshared someone else's post.

reactions

number

All reactions on the post.

comments

number

Comments on the post.

reposts

number

Reposts of the post.

likes

number|null

Likes from metrics. 0 when not given.

shares

number|null

Shares from metrics. 0 when not given.

Event · linkedin_postSample with the exact shape (no real run yet)

json

1{
2  "version": 1,
3  "eventId": "16906cf8-195d-467a-856c-2324f536dd49",
4  "eventType": "social_post",
5  "subEventType": "linkedin_post",
6  "action": "new",
7  "signalType": "social.post",
8  "source": "linkedin",
9  "orgId": "org_3KikADUjsyXrUJ4RJhWpwcp98Yf",
10  "trackerId": "1d349741-f0a6-4b3b-be73-55de78be03a1",
11  "runId": "22b07c0f-926a-480c-9c72-31eccce64d5a",
12  "competitor": {
13    "name": "HubSpot",
14    "domain": "hubspot.com",
15    "subjectKey": "company:hubspot"
16  },
17  "occurredAt": "2026-10-24T15:00:00.000Z",
18  "detectedAt": "2026-10-26T13:20:00.000Z",
19  "sequence": 620,
20  "itemKey": "linkedin-id:7520511234567890123",
21  "relevance": {
22    "status": "relevant",
23    "confidence": 0.83,
24    "reasoning": "HubSpot announces a product launch on its own page.",
25    "summary": "HubSpot launches Breeze Agents for all Starter customers, letting teams build AI agents without code.",
26    "shortSummary": "HubSpot launches Breeze Agents for Starter.",
27    "categories": [
28      "Product update/launch",
29      "AI"
30    ]
31  },
32  "socialPostResponse": {
33    "platform": "linkedin",
34    "title": null,
35    "text": "Introducing Breeze Agents for every HubSpot Starter customer. Build an AI agent in minutes, no code needed.",
36    "url": "https://www.linkedin.com/posts/hubspot_breeze-agents-activity-7520511234567890123/",
37    "author": {
38      "name": "HubSpot",
39      "handle": "hubspot",
40      "url": "https://www.linkedin.com/company/hubspot",
41      "imageUrl": null
42    },
43    "media": [],
44    "metrics": {
45      "likes": 1840,
46      "comments": 96,
47      "shares": 143
48    },
49    "postUrn": "7520511234567890123",
50    "isRepost": false,
51    "reactions": 1840,
52    "comments": 96,
53    "reposts": 143,
54    "likes": 1840,
55    "shares": 143
56  },
57  "metadata": {
58    "platform": "linkedin",
59    "title": null,
60    "text": "Introducing Breeze Agents for every HubSpot Starter customer. Build an AI agent in minutes, no code needed.",
61    "url": "https://www.linkedin.com/posts/hubspot_breeze-agents-activity-7520511234567890123/",
62    "author": {
63      "name": "HubSpot",
64      "handle": "hubspot",
65      "url": "https://www.linkedin.com/company/hubspot",
66      "imageUrl": null
67    },
68    "media": [],
69    "metrics": {
70      "likes": 1840,
71      "comments": 96,
72      "shares": 143
73    },
74    "postUrn": "7520511234567890123",
75    "isRepost": false,
76    "reactions": 1840,
77    "comments": 96,
78    "reposts": 143,
79    "likes": 1840,
80    "shares": 143
81  }
82}

X posts

subEventType: "x_post". Every count can be null.

socialPostResponse · x only

tweetId

string

The tweet id.

tweetType

'original'|'quote'

quote when the post quotes another tweet.

lang

string|null

The language code X detected (en). null when unknown.

likes

number|null

Likes.

replies

number|null

Replies.

retweets

number|null

Retweets.

quotes

number|null

Quote tweets.

bookmarks

number|null

Bookmarks.

views

number|null

Views.

Event · x_postReal event from a Signals run

json

1{
2  "version": 1,
3  "eventId": "f8d49a76-be18-451b-b86d-46c37756b47e",
4  "eventType": "social_post",
5  "subEventType": "x_post",
6  "action": "new",
7  "signalType": "social.post",
8  "source": "x",
9  "orgId": "org_3KikADUjsyXrUJ4RJhWpwcp98Yf",
10  "trackerId": "199a04fb-b188-4691-a358-3e0e4b3440bd",
11  "runId": "77cc65ed-bbff-45c5-944c-a79716ad2da2",
12  "competitor": {
13    "name": "HubSpot",
14    "domain": "hubspot.com",
15    "subjectKey": "hubspot"
16  },
17  "occurredAt": "2026-10-15T14:18:43.000Z",
18  "detectedAt": "2026-10-26T13:17:28.462Z",
19  "sequence": 620,
20  "itemKey": "x-id:2110737134768328915",
21  "relevance": {
22    "status": "relevant",
23    "confidence": 0.72,
24    "reasoning": "Passes Steps 0-2 (HubSpot is the subject) and is newsworthy as a product/feature update (Step 4).",
25    "summary": "HubSpot announces it built new controls to help customers protect budgets while moving fast, linking to more details. This is a product update/feature announcement from HubSpot.",
26    "shortSummary": "HubSpot promotes new budget/speed controls.",
27    "categories": [
28      "Product update/launch"
29    ]
30  },
31  "socialPostResponse": {
32    "platform": "x",
33    "title": null,
34    "text": "Customers shouldn’t have to choose between protecting their budget and moving fast. So HubSpot built controls that let you do both. \n\nLearn more here: https://t.co/tJJRb7brEM https://t.co/yrnxxs7IBD",
35    "url": "https://x.com/HubSpot/status/2110737134768328915",
36    "author": {
37      "name": "HubSpot",
38      "handle": "HubSpot",
39      "url": "https://x.com/HubSpot",
40      "imageUrl": null
41    },
42    "media": [
43      {
44        "type": "video",
45        "url": "https://video.twimg.com/amplify_video/2110737103805984768/vid/avc1/1280x720/tguPJbesedQREQsV.mp4?tag=16"
46      }
47    ],
48    "metrics": {
49      "likes": 12,
50      "replies": 7,
51      "retweets": 4,
52      "quotes": 2,
53      "bookmarks": 5,
54      "views": 2990
55    },
56    "tweetId": "2110737134768328915",
57    "tweetType": "original",
58    "lang": "en",
59    "likes": 12,
60    "replies": 7,
61    "retweets": 4,
62    "quotes": 2,
63    "bookmarks": 5,
64    "views": 2990
65  },
66  "metadata": {
67    "platform": "x",
68    "title": null,
69    "text": "Customers shouldn’t have to choose between protecting their budget and moving fast. So HubSpot built controls that let you do both. \n\nLearn more here: https://t.co/tJJRb7brEM https://t.co/yrnxxs7IBD",
70    "url": "https://x.com/HubSpot/status/2110737134768328915",
71    "author": {
72      "name": "HubSpot",
73      "handle": "HubSpot",
74      "url": "https://x.com/HubSpot",
75      "imageUrl": null
76    },
77    "media": [
78      {
79        "type": "video",
80        "url": "https://video.twimg.com/amplify_video/2110737103805984768/vid/avc1/1280x720/tguPJbesedQREQsV.mp4?tag=16"
81      }
82    ],
83    "metrics": {
84      "likes": 12,
85      "replies": 7,
86      "retweets": 4,
87      "quotes": 2,
88      "bookmarks": 5,
89      "views": 2990
90    },
91    "tweetId": "2110737134768328915",
92    "tweetType": "original",
93    "lang": "en",
94    "likes": 12,
95    "replies": 7,
96    "retweets": 4,
97    "quotes": 2,
98    "bookmarks": 5,
99    "views": 2990
100  }
101}

Instagram posts

subEventType: "instagram_post". Instagram is not judged, so relevance is unjudged.

socialPostResponse · instagram only

postId

string

Instagram's post id.

isVideo

boolean

true for a video or reel.

likes

number|null

Likes. 0 when the vendor gave none.

comments

number|null

Comments. 0 when the vendor gave none.

views

number|null

Views. 0 for non-video posts or when the vendor gave none.

Event · instagram_postReal event from a Signals run

json

1{
2  "version": 1,
3  "eventId": "dcaf6b01-6ed4-4ef3-a9f4-f4ddc41fb1d7",
4  "eventType": "social_post",
5  "subEventType": "instagram_post",
6  "action": "new",
7  "signalType": "social.post",
8  "source": "instagram",
9  "orgId": "org_3KikADUjsyXrUJ4RJhWpwcp98Yf",
10  "trackerId": "6c7f4548-a964-4a10-b4f5-b03914c960af",
11  "runId": "060d4f48-05bd-4a2d-bdd2-49083d540a33",
12  "competitor": {
13    "name": "HubSpot",
14    "domain": "hubspot.com",
15    "subjectKey": "hubspot"
16  },
17  "occurredAt": "2026-10-20T19:09:06.000Z",
18  "detectedAt": "2026-10-26T13:17:30.899Z",
19  "sequence": 629,
20  "itemKey": "instagram-id:4012298449630656615",
21  "relevance": {
22    "status": "unjudged"
23  },
24  "socialPostResponse": {
25    "platform": "instagram",
26    "title": null,
27    "text": "When you’re the entire org chart, you need a system to keep it all together. HubSpot Starter helps you find your best leads, close them faster, and keep customers coming back. All in one place. \n\nLearn more at the link in bio.",
28    "url": "https://www.instagram.com/p/DeujC6PFfhn/",
29    "author": {
30      "name": "hubspot",
31      "handle": "hubspot",
32      "url": "https://www.instagram.com/hubspot",
33      "imageUrl": null
34    },
35    "media": [
36      {
37        "type": "video",
38        "url": "https://scontent-mad1-1.cdninstagram.com/o1/v/t2/f2/m86/AQOxao6fhfGTgnrmCPELUeuuBT1zC4TrLmY3lvV0hVFoLOzt233F7pM6_AWmJWmQRzV9DnFKyRPacuo9hTfCa1oPTTSQtAAdmaLa-fo.mp4?_nc_cat=103&_nc_sid=5e9851&_nc_ht=scontent-mad1-1.cdninstagram.com&_nc_ohc=NOCrti1sibUQ7kNvwH92VW7&efg=eyJ2ZW5jb2RlX3RhZyI6Inhwdl9wcm9ncmVzc2l2ZS5JTlNUQUdSQU0uQ0xJUFMuQzMuNzIwLmRhc2hfYmFzZWxpbmVfMV92MSIsInhwdl9hc3NldF9pZCI6MTg2NDE2NDA5MDcwMjA5NjQsImFzc2V0X2FnZV9kYXlzIjo1LCJ2aV91c2VjYXNlX2lkIjoxMDA5OSwiZHVyYXRpb25fcyI6MjcsInVybGdlbl9zb3VyY2UiOiJ3d3cifQ%3D%3D&ccb=17-1&vs=13f66ffdf037b3f6&_nc_vs=HBksFQIYUmlnX3hwdl9yZWVsc19wZXJtYW5lbnRfc3JfcHJvZC8yMUNCRTk4RDUzQ0U0NzBEOTE1OEZBQTQwMkFCNDlFMV92aWRlb19kYXNoaW5pdC5tcDQVAALIARIAFQIYUWlnX3hwdl9wbGFjZW1lbnRfcGVybWFuZW50X3YyLzE4RTMzNjdBNTYzQTQzNjBBNjA4QUNGN0QyQzlEOURBX2F1ZGlvX2Rhc2hpbml0Lm1wNBUCAsgBEgAoABgAGwKIB3VzZV9vaWwBMRJwcm9ncmVzc2l2ZV9yZWNpcGUBMRUAACbI6tiEqJ6dQhUCKAJDMywXQDsVP3ztkWgYEmRhc2hfYmFzZWxpbmVfMV92MREAdf4HZeadAQA&_nc_gid=EvGS_nC7ATwIsnI810S_Eg&_nc_ss=70980&_nc_zt=28&oh=00_AQPq8Lu7OqZ-NZMcTENnV-_DHZb33u2yEBa6tYfZx7iOYA&oe=6AE14160"
39      },
40      {
41        "type": "image",
42        "url": "https://scontent-mad1-1.cdninstagram.com/v/t51.82787-15/858356033_18641641639020964_2039087082001370692_n.jpg?stp=dst-jpg_e15_tt6&_nc_cat=102&ig_cache_key=NDAxMjI5ODQ0OTYzMDY1NjYxNTE4NjQxNjQxNjM2MDIwOTY0.3-ccb7-5&ccb=7-5&_nc_sid=58cdad&efg=eyJ2ZW5jb2RlX3RhZyI6IkNMSVBTLnhwaWRzLjEwODAuc2RyLnZpZGVvX2RlZmF1bHRfY292ZXJfZnJhbWUuQzMifQ%3D%3D&_nc_ohc=UevngH0Fu-4Q7kNvwERHVLB&_nc_oc=Adqzr4Gkrjd6yHaW6I125yA7gGyt5UQuKLUlXeX6aXUX7AxQ05yJWqEvSAsw8tYVVfg&_nc_ad=z-m&_nc_cid=0&_nc_zt=23&_nc_ht=scontent-mad1-1.cdninstagram.com&_nc_gid=EvGS_nC7ATwIsnI810S_Eg&_nc_ss=7a20f&oh=00_AQN_bEOu-aHoo2nXRij51_3Je4OBLvUDNY7yRkd760l-9w&oe=6AE52968"
43      }
44    ],
45    "metrics": {
46      "likes": 216,
47      "comments": 31,
48      "views": 13632
49    },
50    "postId": "4012298449630656615",
51    "isVideo": true,
52    "likes": 216,
53    "comments": 31,
54    "views": 13632
55  },
56  "metadata": {
57    "platform": "instagram",
58    "title": null,
59    "text": "When you’re the entire org chart, you need a system to keep it all together. HubSpot Starter helps you find your best leads, close them faster, and keep customers coming back. All in one place. \n\nLearn more at the link in bio.",
60    "url": "https://www.instagram.com/p/DeujC6PFfhn/",
61    "author": {
62      "name": "hubspot",
63      "handle": "hubspot",
64      "url": "https://www.instagram.com/hubspot",
65      "imageUrl": null
66    },
67    "media": [
68      {
69        "type": "video",
70        "url": "https://scontent-mad1-1.cdninstagram.com/o1/v/t2/f2/m86/AQOxao6fhfGTgnrmCPELUeuuBT1zC4TrLmY3lvV0hVFoLOzt233F7pM6_AWmJWmQRzV9DnFKyRPacuo9hTfCa1oPTTSQtAAdmaLa-fo.mp4?_nc_cat=103&_nc_sid=5e9851&_nc_ht=scontent-mad1-1.cdninstagram.com&_nc_ohc=NOCrti1sibUQ7kNvwH92VW7&efg=eyJ2ZW5jb2RlX3RhZyI6Inhwdl9wcm9ncmVzc2l2ZS5JTlNUQUdSQU0uQ0xJUFMuQzMuNzIwLmRhc2hfYmFzZWxpbmVfMV92MSIsInhwdl9hc3NldF9pZCI6MTg2NDE2NDA5MDcwMjA5NjQsImFzc2V0X2FnZV9kYXlzIjo1LCJ2aV91c2VjYXNlX2lkIjoxMDA5OSwiZHVyYXRpb25fcyI6MjcsInVybGdlbl9zb3VyY2UiOiJ3d3cifQ%3D%3D&ccb=17-1&vs=13f66ffdf037b3f6&_nc_vs=HBksFQIYUmlnX3hwdl9yZWVsc19wZXJtYW5lbnRfc3JfcHJvZC8yMUNCRTk4RDUzQ0U0NzBEOTE1OEZBQTQwMkFCNDlFMV92aWRlb19kYXNoaW5pdC5tcDQVAALIARIAFQIYUWlnX3hwdl9wbGFjZW1lbnRfcGVybWFuZW50X3YyLzE4RTMzNjdBNTYzQTQzNjBBNjA4QUNGN0QyQzlEOURBX2F1ZGlvX2Rhc2hpbml0Lm1wNBUCAsgBEgAoABgAGwKIB3VzZV9vaWwBMRJwcm9ncmVzc2l2ZV9yZWNpcGUBMRUAACbI6tiEqJ6dQhUCKAJDMywXQDsVP3ztkWgYEmRhc2hfYmFzZWxpbmVfMV92MREAdf4HZeadAQA&_nc_gid=EvGS_nC7ATwIsnI810S_Eg&_nc_ss=70980&_nc_zt=28&oh=00_AQPq8Lu7OqZ-NZMcTENnV-_DHZb33u2yEBa6tYfZx7iOYA&oe=6AE14160"
71      },
72      {
73        "type": "image",
74        "url": "https://scontent-mad1-1.cdninstagram.com/v/t51.82787-15/858356033_18641641639020964_2039087082001370692_n.jpg?stp=dst-jpg_e15_tt6&_nc_cat=102&ig_cache_key=NDAxMjI5ODQ0OTYzMDY1NjYxNTE4NjQxNjQxNjM2MDIwOTY0.3-ccb7-5&ccb=7-5&_nc_sid=58cdad&efg=eyJ2ZW5jb2RlX3RhZyI6IkNMSVBTLnhwaWRzLjEwODAuc2RyLnZpZGVvX2RlZmF1bHRfY292ZXJfZnJhbWUuQzMifQ%3D%3D&_nc_ohc=UevngH0Fu-4Q7kNvwERHVLB&_nc_oc=Adqzr4Gkrjd6yHaW6I125yA7gGyt5UQuKLUlXeX6aXUX7AxQ05yJWqEvSAsw8tYVVfg&_nc_ad=z-m&_nc_cid=0&_nc_zt=23&_nc_ht=scontent-mad1-1.cdninstagram.com&_nc_gid=EvGS_nC7ATwIsnI810S_Eg&_nc_ss=7a20f&oh=00_AQN_bEOu-aHoo2nXRij51_3Je4OBLvUDNY7yRkd760l-9w&oe=6AE52968"
75      }
76    ],
77    "metrics": {
78      "likes": 216,
79      "comments": 31,
80      "views": 13632
81    },
82    "postId": "4012298449630656615",
83    "isVideo": true,
84    "likes": 216,
85    "comments": 31,
86    "views": 13632
87  }
88}

null is not 0

If the vendor did not give a number, the key is null. A real zero is 0. Do not turn null into 0 in your analytics: it means "unknown". LinkedIn and Instagram counts are never null: a missing count is sent as 0.

Mentions

LinkedIn and Reddit posts that name a competitor.

Event shape

The common fields.