I'm going to say that this is part of a publicity push to raise Jim's visibility. If Johnny shows up on Instagram too we'll know exactly what's going on.
Personally I wish he'd stayed away from social media, there was something dignified about the way he didn't get involved. But maybe he's wondering what he's been missing out on. I can tell him now, NOT MUCH.
Jim you don't know what you have started...
HQ predicts the collapse of the universe. The second BB.
Here is an interview that Jim did at Wimbeldon. Apparently he has become friends with a Canadian tennis player, Eugenie Bouchard, and she invited him to come and sit in the players box. (He does mention Kaley and her aggressive ping-pong playing)