There are likely trillions of images available on the Internet. I would imagine less than 0.001% of them have a hidden message. This increases the "haystack" so drastically for the NSA that, even if 100x as many people started using it, it's still a big-ass haystack.
It is probably not a good idea to hide data in images available on the internet because this enables direct comparison of the same image with and without hidden data.
While analysis (breaking) of steganography is long lived there hasn't been much work on creating new better forms.
Just as things like PGP are still hard for regular people to use, and there's no real encrypted chat, there's not much in the way of strong stego.
Obvious caveats apply here: How much does the text need to be hidden? Who does it need to be hidden from? Me hiding my angsty poetry from my sister doesn't need much and anything is going to be okay. But me hiding material that could get me killed, from a well funded government? I need something better than a reference github project.
What about OTP? One of the easiest things to set up and use imo, users just need to know to exchange key fingerprints over a third party medium (in person being the foolproof way).
I'm not sure exactly how you'd define a steganographic protocol. It's not quite as straightforward as cryptography, in fact it's yet again oxymoronic. Steganography (at least ideally) works somewhat like an archetypal spy's codebook. It sounds like everyday conversation to you, unless you're meant to know it's not, and that there's a hidden meaning. If you catch something off-guard, then the stego has failed.