Not sure, we have been around for some time, just I think we prefer to focus on building the alternative.
We don't have the budget for mass marketing, so I think it is usually down to people to spread the word and talk to people. Sometimes this is just more effective.
Seems people knew about Mastodon, but didn't join as people they know are not here It seems with what has happened at Twitter people have just snapped and decided to ;eave en masse.
But even facebook are finding investors and others are losing confidence in these platforms.