In this study, we propose a novel multi-method framework to examine the mobilizing and communicative roles of co-occurring words in social movements. Leveraging a theoretical framework that encompasses the utilization of Instagram’s co-occurring words, alongside language functions in significant social protests in Brazil from November 2022 to February 2023. We analyzed a dataset comprising 950,954 co-occurring words and 54,127 mentions derived from 68,569 Instagram posts related to images. Through the lens of social and network science theories, our investigation spans various stages of the diffusion of innovations (DOI), with a particular emphasis on linguistic functions and co-occurrences. A qualitative assessment of 661 co-occurring words and associated mentions further elucidates communication behaviors among users. Our findings show the strategic employment of specific categories of co-occurring words in the initiation stage of DOI by users, tailored to the protest's context, significantly influence the subsequent stages of DOI mobilization efforts.