Twitter’s importance in the digital marketing sphere is increasing.

As it does, growth hackers are rabid for inspiration for how to make their tweets more meaningful and engaging for prospective leads.

At the same time, the amount of content out there can be paralyzing for a new content marketer.Instagram accounts are churning out memes exclusively dedicated to

Instagram accounts are churning out memes exclusively dedicated to middle-class life. And there are detailed consumer reviews for pretty much any sleep product you can imagine.

Amid all of this, what’s clear is that there’s something for almost every niche market and interest.

Though it might be tempting to look at established businesses for tips, doing so could be barking up the wrong tree. Traditionally, it’s weirdos who have disrupted the way we think about business.

So I’d like to look at three Twitter feeds from three contemporary oddballs. These people are all strange, brilliant, and have a tremendous following. I want to explore why and see what lessons we can apply to the wider content marketing context.

wint

Our first oddball candidate is perhaps the most bizarre. @dril is maybe one of the weirdest personalities I have ever encountered.

His tweets are comprised of a range of spelling mistakes and non-sequiturs—tempered by occasionally skewed brilliance.

All in all, he’s putting out a stiff cocktail of strange content.

Now, you would obviously think an account such as this would be relegated to the outer rims of popularity. But actually @dril has quite a following.

Currently, he enjoys a readership of 564,000 people with whom his stuff seems to really resonate.

An example tweet:

in retaliation for amazon accidentally charging me for 100,000 prison uniforms i will review each of them with the despised rating of 1 star

— wint (@dril) April 29, 2017

Somehow, this tweet has almost 2,000 retweets and 11,000 likes. Many marketers would kill for this kind of reach.

I’m sure many of you are wondering what any of us could learn from something like this, but I believe there are a number of lessons embedded here.

The most obvious to me is the power of a brand—people love even @dril’s strangest stuff because it’s what they associate with his persona.

They expect madness from him, and so they are satisfied when that expectation is fulfilled. Weird, profane, whatever—his brand voice is defined, and people respond to it.

Father John Misty

Father John Misty, an indie musician signed to Sub Pop records, also has a surprisingly popular Twitter following.

He has about 200,000 people regularly checking in with him. And along with being a talented songwriter, he’s actually quite a shrewd marketer.

His tweets are an effective mishmash of meta-commentary on social media, promotional material, ironic retweets, and lively conversation with his fans.

For example, sandwiched among some more vanilla stuff promoting his records and upcoming tours, he peppers in inane personal curios like this one:

MY FOLK TROLL BLOGDOM FOR BUT A VAPE CHARGE

— FEATHER JAM MINISTRY (@fatherjohnmisty) April 27, 2017

To me, Father John Misty is a great example of a marketer who knows how to tailor his product to his audience.

Although he is openly ambivalent about social media, he is also aware that it is the medium through which he can reach his key demographic of millennials.

And the results show: his new album, Pure Comedy, has drummed up buzz from almost every major music news outlet. He has recently embarked on a massive world tour in support of the record.

KimKierkegaardashian

This account is a truly odd concoction of appeal.

With over 228,000 followers, @KimKierkegaard mashes up tweets of Kim Kardashian with the existentialist philosophy of Søren Kierkegaard. That’s it, that’s all. If this sounds bizarre, it’s because it is.

And it’s also hilarious. Consider this recent tweet, for instance:

I like my men like I like my coffee: a momentary comfort in the midst of all my suffering

— KimKierkegaardashian (@KimKierkegaard) May 2, 2017

By contrasting the philosopher with what many perceive as the Kardashian persona, @KimKierkegaard is making a really sharp commentary on how hollow the social media landscape can be at times.

This tactic is very appealing to a niche readership.

While the commentary in itself is a valuable lesson for marketers, I think there’s another, more traditional one we can find as well.

Namely, don’t over tweak your formula. @KimKierkegaard works because it does one thing, and it does it well.

Often, marketers can be overly fussy. I’ve seen examples of many marketers pre-emptively diversifying or jumping ship on their content strategy before they even know whether something’s wrong with it.

It comes down to the old saying, and it’s funny that it takes an oddball to help us remember it: if it ain’t broke, don’t fix it.

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Kenny Kline

Founder and Managing Partner at JAKK Solutions

Kenny Kline is the founder and managing partner at JAKK Solutions, a New York City digital marketing agency. He primarily focuses on traffic generation, lead capture, and conversion for small businesses.

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