Back when everyone was still learning what virality was, internet fame seemed like a capricious beast. A guy could post a grainy lip dub of a Moldovan Eurodance tune, and then the song is sampled in a single that tops the Billboard Hot 100; a dad films his young kids joking around together for their family, and CollegeHumor has millions decide that it is one of the funniest things they’ve ever seen.

Then people slowly began to realize that with the right posturing and a little strategy, this was the kind of thing that could be made into a career. Instagram influencers, YouTube personalities, Viners, and then TikTokers turned the population’s growing hours of screentime into their livelihood. But what about everybody’s go-to social media for short form text posts, Twitter?