He gives people really simple, fortune cookie level advice, but he sandwiches it in a bunch of fancy big "academic" words and parables. So his audience likes him because he gives them simple solutions to complex problems and makes them feel smart for thinking that cleaning their room will magically fix all of their issues. He gives people faux confidence, which is why is audience is so rabid and loyal, like any good con artist, he has his audience addicted.
I've met a casual fan of his IRL and he was a Joe Rogan talker. As in he spoke like he was Joe Rogan doing his podcast IRL, a loooooot of bro dudes do this.
Yeah, that whole CHUD Joe Rogan/Ben Shapiro/Peterson group all feed into each other and turn their audience's brain into weird dudebro mush.
Or maybe their brains were already mush and the dudebros just think that if they imitate their heroes enough their "intelligence" and popularity will rub off onto them.
It's a slightly younger than me dude bro type. And I'm talking like 2-3 years, I noticed back in high school that my dudebros were more classico 80s jock style and even a year or two under they had a different flair. They were all big fans of Sublime and Red Hot Chili Peppers and most went through a river phase and I'm pretty sure that's the problem right there.
Elaboration edit: they all suddenly became 'open minded' and 'interested in what you have to say' and seemed to take it as an invitation to interview people as a form of normal conversation where they're not conversing but giving the Joe Rogan replies of 'oh yeh' and 'that's really interesting' while clearly absorbing nothing and contributing less. They pretend to be curious but think just being a blank slate who adds nothing means they're learning. It's airheadedness posing as some sort of open minded enlightenment cause they went to a festival and did mushrooms once.
There's a theory that fascists have severely stunted paychosexual development, so they need a strong daddy figure to tell them what to do. Jordan Peterson fulfils the role of surrogate father for some internet losers.