In brief
As Paul Biya seeks an eighth term, his intensified social media efforts are perceived as insufficient to resonate with Cameroon’s youth, who prioritize real change over digital presentations.
As Cameroon approaches the election, the nation’s 92-year-old president, Paul Biya, has ramped up his social media presence in a bid to engage young voters. However, analysts suggest his strategy may not be resonating as intended. Biya, who has held power since 1982, has recently become more active on platforms such as Facebook and X (formerly Twitter), posting daily. This change marks a noticeable pivot from his previously sporadic online presence. Experts, however, argue that despite efforts to modernize his communication approach, he remains disconnected from the majority of the youth demographic. "Cameroon has over 5.4 million social media users, but 95% of young people rely on WhatsApp – a space where presidential dialogue is nearly absent," states Rostant Tane, director of Media Intelligence Sarl. Considering that over 60% of the country’s population is under 25, capturing their attention is crucial for Biya's campaign.Critics note a lack of interactivity in Biya’s posts, which largely emphasize his long tenure rather than addressing pressing issues like unemployment, corruption, and security that plague young citizens. Communication strategist Aristide Mabatto points out that the content frequently reiterates excerpts from Biya's speeches across the decades, leaving many youths feeling unengaged. “Young people are not just looking for flashy graphics or slogans on social media,” says Falone Ngu, a 27-year-old social entrepreneur. “They want real opportunities and hope for change.” This sentiment is echoed by many across the digital landscape, where skepticism pervades comments on Biya’s social media posts.Despite attempts by Biya’s team to engage in a more relatable manner, many young Cameroonians perceive the communication as a superficial marketing strategy lacking depth and authenticity. As the election approaches in October, observers will be closely watching how effectively, or not, Biya’s digital outreach translates into electoral support among the nation’s youth.
