Being much informed about latest social media trends, I'd try to blend in the trends with the product through meme-ified posts and reels. Engagement with viewers and interactors will also guarantee a well made bond with them and increase the chances of greater reach. This will be my strategy and I've seen this work with many well known companies. I'm sure this would work with newer ones as well.

Good examples include Steam, which most users prefer over other markets with superior UIs because of its delicate balance between creativity and functionality.

Also, Discord would be another example which focuses more on functionality and only recently did they shift their focus towards creativity with the decors and themes, only after it got much popular due to its functionality more as compared to its creative aspects.

for me, creativity must not overshadow functionality. Most successful platforms focus more on functionality and balance it well with creativity so that the users don't find the platform elements to be much distracting. So, I would rather approach a design with the balance kept in mind a slighter bias towards functionality because thats what makes user stick to a product. Creativity is also important so that the product keeps up with modern trends.