I know im not the person being asked at hand, but i think asking your social media team in general to make videos or such could be a good idea, maybe re-activate that twitter account thats been laying there for decades unused or use the tiktok account you have, or maybe get people to make videos or stream SMPE.
I mean, yeah TikTok is a great place for advertising aswell as promoting your server as much as you can. Even though bedrock-java crossplay is popular, fair enough; it'll still be good, Though I do think Twitter would get alot of attention because alot of Minecraft servers don't use them, The team should probably talk about SMPEarth 1 and how YouTubers used to play it and it's popular, Easy design and fun to make friends with and showing great cities like Tartarus, Monaco, German_Empire and New Waspik. You could just need to get people to get a better grasp of SMPEarth as a whole and make it sound like an exciting place for new comers. Honestly we could start working with those ideas.
SMPEarth was originally a private, whitelisted Minecraft server, featuring a custom-generated 1:3000 scale map of the Earth, exclusive to a group of selected popular Minecraft creators and streamers. Now, SMPEarth is publicly accessible on Java Edition where anyone can join. Boasting a community of 7000+ members and 2 main servers to choose from and experience (Casual Towny and Siege Towny), SMPEarth's primary goal is to become the most advanced Earth server in Minecraft.