From the printing press to present-day social media, mass communication channels have played acritical role in shaping the global political landscape. In particular, the growing agency of rebelgroups to harness ICTs effectively to communicate strategically to a broader and more diverseaudience is garnering more attention. Less work, however, has taken a deeper look at the types ofmessages that rebel groups choose to emphasize through their social media and the impact thatrebel group aims have on driving such strategic choices. With this in mind, this paper explores theresearch question: How do rebel groups with differing aims communicate strategically throughtheir social media? Using a novel typology of rebel strategic communication, I theorize that arebel group’s aim, whether secessionist or non-secessionist, will have an impact on their strategiccommunication choices. This paper conducts a content analysis of the Twitter feeds of the MoroIslamic Liberation Front and the Communist Party of the Philippines, followed by a structuredfocused comparison of the resulting data. Findings indicate mixed results, yet open up severalavenues for further research into the role that rebel group aims may have on an insurgent actor’sstrategic communication.