It’s a familiar feeling.
You come across a competitor’s social media post, a new ad campaign, or even their product packaging, and it seems light years ahead of your own. Sleeker, more professional, more impactful.
But here’s the truth: it’s often not actually better. It just feels that way.
So, why does this happen?
1. The Halo Effect
The halo effect is a well-known psychological bias where a strong impression in one area influences how we perceive everything else.
When a brand is bigger, more established, or more popular, people automatically assume its marketing is of higher quality—even when it’s not.
A simple photo or a minimalistic design from a well-known competitor may seem sophisticated and premium. If the exact same visual came from a lesser-known brand, it might be judged as plain or uninspired.
In other words, brand size and reputation cast a “halo” that makes all their visuals look superior by default.
2. Social Proof Creates an Illusion of Quality
A competitor’s ad with hundreds of likes, shares, or positive comments instantly looks more impressive. It must be working—right?
Not necessarily.
Sometimes the engagement comes simply from a larger audience, not from the content itself. A big brand with thousands of followers will always get more reactions, even on average-looking creatives.
Social proof amplifies the perception of value. If “everyone” seems to like it, the brain automatically assumes it’s better.
3. Upward Comparison – Idealizing the Bigger Player
Humans naturally compare themselves to those who are more successful—a concept called upward social comparison.
When looking at a competitor with a larger budget, longer history, or stronger presence, it’s easy to idealize their work. At the same time, it’s easy to underestimate your own results simply because the competitor feels like they’re “ahead.”
This comparison isn’t always fair because you’re often looking at the polished surface of their brand without seeing the full context—their struggles, failed campaigns, or the real ROI behind those visuals.
The Reality Behind “Better” Visuals
In many cases, a competitor’s visuals aren’t inherently better. They simply benefit from:
- An already established brand identity
- A larger audience base that amplifies engagement
- The psychological boost of authority and recognition
If you stripped away the logos and follower counts, many campaigns would look far less intimidating.
This is why copying competitors rarely works. What resonates for them doesn’t automatically resonate for your audience, especially if you’re at a different stage of growth.
The Better Approach
Instead of chasing what competitors are doing, focus on building your own identity and a strategy that truly speaks to your target audience.
- Consistency over time builds familiarity and trust.
- Tailored messaging connects better than generic trends.
- A unique visual style creates recognition, no matter the size of the brand.
When your brand grows, your visuals will naturally gain the same “halo effect” you now see in others.
Leave a Comment