just do whatever tik tok did.
Honest answer for 99.99% of people is that you simply cannot compete at the same level that the big guys compete at. Literally no matter what you do.
Twitter is the same, Musk bought it and drove it over a cliff.
Create a cool community and you can easily compete with those two.
Is it possible to grow that niche into something larger that eventually competes for the same attention poll? Yeah. That would be TikTok. But TT is also very much an outlier.
That aside, it's possible to be very successful and not necessarily scale to FB, X or TT size. You can be a niche product / platform and do well. Maybe not Musk or Zuck fuck you money well, but well enough to not sweat the small stuff.