I'd say being realistic about the intelligence of your audience. "Nobody ever went broke underestimating the intelligence of the American people". I got sent s

I'd say being realistic about the intelligence of your audience. "Nobody ever went broke underestimating the intelligence of the American people". I got sent some looping tik tok anti vax thing with a pretty woman saying sincerely vax bad, with no sources and links. The people influenced by that are not going to look up the papers in Nature.