Multiview representation learning of data can help construct coherent and contextualized users’ representations on social media. This paper suggests a joint embedding model, incorporating users’ social and textual information to learn contextualized user representations used for understanding their lifestyle choices. We apply our model to tweets related to two lifestyle activities, ‘Yoga’ and ‘Keto diet’ and use it to analyze users’ activity type and motivation. We explain the data collection and annotation process in detail and provide an in-depth analysis of users from different classes based on their Twitter content. Our experiments show that our model results in performance improvements in both domains.