Ultimately I think the clowning around does two things, firstly it means people underestimate the fighter as if they are only a joker and not a contender meaning people want to tune in to see if the fighter is actually good as they move to more difficult competition. Secondly the fighter becomes either loved and people want to watch them fight or hated and people want to see them get knocked out.
I've seen a lot of these kind of fighters over the years like Chael, Conor, Colby, O'Malley, Paddy the Baddy etc and their skillset is often underestimated.