Social media platform Parler is trying to change its core appeal and branding as it tries to gain popularity and mainstream acceptance, a tough task given its perception as a vehicle for the Capitol riot and its right-leaning user base.

Some tech industry insiders say it will be difficult to shake this image, but the platform says it will soon be embarking on a campaign to highlight recent changes it’s made to its technology and content moderation standards, as well as what differentiates it from larger competitors such as Facebook and Twitter.