How do you market niche fiction? Feeling lost

Has anyone had success promoting their non mainstream fiction? What strategies have worked for you? I feel like social media mostly benefits commercial fiction, but my book is far from that. It’s literary fantasy or maybe mystical realism, written in a literary style. Amazon ads feel really hard to conquer, and even well known promo sites offering free or $0.99 deals don’t really seem to work for me. I’m honestly at a loss and would really appreciate any insight. Thank you so much!