Monster Energy – Social Media Rhetoric Analysis

Hashtags Used

Facebook:  #GymkhanaEIGHT  #‎XGamesOslo‬ (x2)

Twitter:   #GymkhanaEIGHT #XGamesOslo (x2)

Instagram:  #GymkhanaEIGHT  #XGames (x2)  #XGamesOslo (x2) #killinit

Same Post, Different Site

All three posts were found on the three sites.  The difference is that on Facebook, the photos were able to be viewed in a single post, whereas on Instagram the photos are viewed one at a time.  This is not only a difference in how the websites enable posting, but Monster Energy also did not post all photos from the photo sets on Facebook to their Instagram – they chose the photo, or a couple photos, they preferred on Instagram.


The photo with the jet

Facebook: From the desert to the Palm Islands, Ken Block slays the luxurious streets of Dubai in #GymkhanaEIGHT! Watch here:

Twitter: Watch @kblock43 run circles around a jumbo jet, and the rest of Dubai, in #GymkhanaEIGHT >>

Instagram: Just another day for @kblock43, running circles around this jumbo jet! Watch #GymkhanaEIGHT LIVE now on

The rhetoric used on Facebook is geared toward travel and experience.  They describe two locations in Dubai and then Dubai itself, which really drives a mental image.  Twitter’s wording seems much more action oriented, although it does not use an exclamation point like the posts on Facebook and Instagram do.  The Instagram post has more casual wording, as though “running circles” around a jumbo jet is no big deal, or happens often in the world of Monster Energy.  Also, the phrase “running circles” appears in both Twitter and Instagram posts, but not in the Facebook post.


Women’s SBD Superpipe post

Facebook: Chloe Kim throws down a mind-blowing 98-point run, the highest scoring run in Women’s SBD Superpipe history, and claims another X Games Gold! Read more:
Another one-two punch on the Men’s side with Ayumu Hirano 平野歩夢 and Iouri Podladtchikov grabbing ‪#‎XGamesOslo‬ Gold and Silver! Read more:

Twitter: 👑 of Women’s SBD Superpipe @chloekimsnow throws down historic run & grabs #XGamesOslo Gold!

Instagram: The 👑 of Women’s Snowboard Superpipe @chloekimsnow throws down historic 98-pt run to grab @xgamesosloo Gold! @ayumuhirano1129 and @iouripodladtchikov pack a one-two punch claiming #XGames Gold and Silver in Men’s Snowboard Superpipe finals! #XGamesOslo #killinit

Both Facebook and Instagram mention Chloe Kim’s 98-point run, but this is not mentioned on Twitter, perhaps due to the 140-character limit.

The Instagram post added the hashtag #killinit, which is not found on any of the other posts for this event.

Both Twitter and Instagram posts left out the mention of the Men’s side, which was mentioned in the Facebook post.

Twitter and Instagram posts both use a crown emoticon, which is not included in the Facebook post.

Both Facebook and Twitter provide an external link for more information about this event, these people and photos, but the link is left out in the Instagram post.  This could be because Instagram is not viewed as a source for news as much as Twitter and Facebook are.

XGames Oslo post

Facebook: In one of the heaviest X Games Skateboard Street Finals, Nyjah Huston and Shane O’neill throw down monster runs to claim Gold and Silver at ‪#‎XGamesOslo‬!
See more:

Twitter: .@nyjah & @shanejoneill throw down flawless runs to claim @XGames Gold & Silver! #XGamesOslo

Instagram: In one of the heaviest @xgames Skateboard Street finals, @nyjah throws down a flawless run to secure Gold and claim his 10th career #XGames medal!#XGamesOslo See more on

Facebook post says, “throw down monster runs”, Twitter says, “throw down a flawless run”, Instagram post says, “throws down a flawless run”.  This is partially because the Facebook post includes another person who is tagged, and perhaps that person is not on Instagram to be tagged.  However, the name Shane O’neill was not even mentioned in the Instagram post, and his photo was not included in the collage on Instagram.

Facebook and Instagram both describe his event as “one of the heaviest”, but this is not said in the Twitter post, perhaps due to the 140 character limit.

All three posts end with an exclamation mark, excluding hashtags and external links.



The posts on Twitter to have a 140-character limit, so they use less words than posts on Facebook and Instagram do.

Monster Energy posts frequently, often multiple times a day. They post about events and people due to their sponsorships, and as there is usually an event, or anticipation of an event, Monster Energy always has something to post about. When these events are going on, they use relevant hashtags on their photos, such as #XGames so that others following the XGames or looking for XGames related content will be able to find it easier.

They also post very consistently. When something is posted on one website, it is quickly posted to another website. This is a good idea, because then they are able to have their content viewed regularly and gain attention.

Monster Energy uses more exclamation marks than the other brands I have reviewed. This is most likely because energy can be expressed with excitement, and they are an energy drink brand promoting not only excitement but a need to maintain one’s energy to be able to keep up with the exciting things life has to offer.

On Instagram, they added a hashtag that was not seen on either their Facebook or their Twitter posts – #killinit.















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