Even if it has some limitations i highly sugest you tank trhough it, theres an almost infinite amount of chat groups that vary for a couple of hundred users to the hundred thousands, a cool animated portrait can promote your game(s) even if its user is idling, and a cool animated emote can also spark interest in the title since you cannot have it unless you own the game and played it, specially if its something thats useful outside the context of the game.
For portarits you could try to port to steam some of the most used in-game portraits, like that one with the moon and a green glow, most portraits in the steam points shop are really really bad, the bar currently is so low you can easily put something low effort and get it trending.