I’d say there’s little to be gained by mimicking all your competitors! Differentiation is key, so if all your competitors are offering freemium pricing, it’s really important not to do the same.
You can go upmarket and provide more functionality, such as better integrations, a better UI, better mobile apps. Or you can focus on a specific customer vertical, such as an industry, a customer size, a demographic or a gender. Or maybe it’s possible to atomise your pricing so that the price of using your product is not a barrier to adoption (atomising your pricing is a much better option than freemium in most cases, in my opinion).