A few years ago I was at a gathering of the National Speakers Association and keynote speaker Jay Bear said don't build your business on rented land. By that he meant, be sure to build your own email list and not just rely on social media.
The news of India banning Chinese owned TikTok is the reason why.
Sure, use social media. However, if your entire business strategy is built on social media, when an algorithm changes or your country bans access to it, then you're really gonna be hurting.
Be sure to collect email address, cell phone numbers, mailing address - all with permission of full disclosure.
Social media is good, but it's fickle.
With email, you can fully control it.