Dans le monde du messaging, la bataille fait rage. Pavel Durov, fondateur de Telegram, vient de lancer une offensive médiatique sur sa propre chaîne Telegram, affirmant que son application devance largement WhatsApp sur de nombreux aspects.

To back up his point, he cites several examples of features that originated with Telegram and were taken up much later by WhatsApp. But Durov recognizes a weak point: Telegram doesn't communicate enough about its strengths.

Pour corriger cela, il lance un concours de création publicitaire, avec 50 000 dollars de récompense à la clé, destiné à produire des vidéos percutantes vantant les avantages de Telegram.

Beyond the functional competition, this initiative shows that the issue is also and above all a question of image and user perception.

Messaging has become a market where the difference lies as much in innovation as in the ability to tell the story.