Choosing between SQL and NoSQL for a new social media platform: criteria and considerations?

Hey everyone, I'm starting to design the backend for a new social media platform and I'm at the crucial point of choosing between SQL and NoSQL databases. I'm leaning towards NoSQL for its scalability and flexibility with evolving data models, especially for user profiles, posts, and interaction data. However, I'm also mindful of the strong consistency and mature tooling that SQL offers, particularly for features like follower graphs and transaction integrity. What criteria do you typically use to make this decision for applications with rapidly changing data structures and high read/write loads? Are there specific use cases within social media where one clearly outperforms the other? I'm curious about your experiences and any pitfalls to avoid.