I think novels are harder to promote because of lack of imagery and we live in the visual, short attention span era.
Ideally I'd be making animation if it doesn't take too much effort to animate, get voice actors and actresses, etc. VIDEOS are what sells.
A Vlog that takes less effort to articulate and organize your thoughts gets more popular than a written blog where you spend more time and effort articulating and organizing your points.
With that said, next step below video is comics. Phone scroll format is obviously better because it's closer to video format than traditional paneling. Traditional paneling is easier to draw because you can shortcut panels (little to no background) without making it look lazy vs the phone scrolling format where you have to pretend it's playing on the TV screen.
But that's not to completely diss novels. Novels can cover way more plot and character depth than a comic in a shorter amount of time. Much better especially if you have an epic story that has a lot of world building. But novels tend to be more limited when it comes to epic fight scenes. Much harder to visualize if it's not a mage fight.
Novels I noticed, tend to appeal to a longer attention span crowd that tends to be more interactive in commenting vs comics.