I think Joe is completely aware and knows th when he is being funny or being a dick, he knows how to stay out of scandal and changes to suit the situations he is in.
As when he was on Strictly and when on tv, he puts on the nice, humble guy persona. Joe knew he would be scrutinised in the media being the first social media star on Strictly and considering what happened with Jack Maynard. Joe wouldn't have wanted bad press. So kept up this nice act on his SM and in any of his vlogs or the reaction videos posted during Strictly. He also kept up the nice guy act until the Strictly tour ends & he wasn't getting the same medis attention, so didn't need to pretend at being a nice guy. It was around this time that his knob head persona came out & when he started being an ass towards Dianne and this persona has just become more exaggerated since.
TBH, at this point I think Joe only plays different characters and doesn't actually have his own personality, it's very hard to know what he actually like off camera, personally he is very disingenuous and an ass.