Probably the best use case would be something like a Facebook profile page for a given user.

It may not have a very rigid schema, you may later add several other optional fields.

You need very large scale (as in no of concurrent accesses), you want to shard the data by e.g. location. But also, the data is not "critical", your highschool not being visible temporarily for certain users is not an issue.

You mostly use the whole dataset "at the same time", you don't do a lot of WHERE, JOIN on some nested value.

In every other case I would rather reach for postgres with a JSONB column.