A speaker (Matthew Kelly) notes that competitors are copying their Instagram ads and product presentations because those tactics are easy to replicate. To differentiate, the brand plans to "elevate" its content this year—making everything look better and moving away from simple creator images used on websites—to reduce similarity with other brands.
I see a lot of people on Instagram running ads that they've ripped off our ad copy and got very similar product and stuff like that. That's why this year I think we want to try and elevate things a bit more and just make everything we do look better. Whereas in the past we've used content creators and had it as images on a website for like that. Because the barrier to entry is so low for other brands to do that, we want to try and get away from doing things like that this year, and I think that's the way we can step away from any brands that might look similar to us at the minute.
