SEO + good, original content. We've been doing a lot of writing on Macroscope's website (https://www.macroscope.io/blog) to try and help our target audience solve their real problems. Since we started writing content, we've seen significantly better results.
Platforms seem to fit my particular purpose, since I have a lot of former co-workers and friends that live abroad. Plus they also reach people I don't know. The workload is quite focused (since you target 1-3 platforms, content can be standardized) and less repetitive. So, for me, this is the way to go!