Text as Expressive Content on Instagram: A Case Study of @djokernole and the Role of Captions in Audience Engagement

Abstract

This paper analyzes the expressive role of text on Instagram through a case study of the profile @djokernole, representing global tennis champion Novak Djokovic. It focuses on three key dimensions: caption construction, thematic composition of posts (professional, family, and sponsored), and performance metrics such as engagement rate, follower growth, and comment activity. The study situates these findings within the broader evolution of Instagram from a photo-sharing platform to a global marketing ecosystem. It highlights how Djokovic effectively balances personal authenticity with professional branding, maintaining digital relevance among diverse audiences. Particular emphasis is placed on the role of captions as more than mere annotations — they function as carriers of narrative, emotion, and cultural resonance. Through this profile, the paper illustrates how even high-profile public figures must navigate the delicate interplay of audience expectations, sponsorship obligations, and content cadence to sustain a meaningful digital presence.