In brief
President Paul Biya of Cameroon, at the age of 92, has ramped up his social media presence ahead of the upcoming presidential elections in a bid to engage the youth demographic. Despite these efforts, analysts believe the communication lacks authenticity and interactivity, failing to resonate with young voters who prioritize real issues like unemployment and corruption over political slogans.
As Cameroon's presidential elections approach, President Paul Biya is making a notable attempt to connect with younger voters through an increased social media presence. At 92 years old, Biya, who has held office since 1982, has transitioned from sporadic posts to daily updates on platforms such as Facebook and X (formerly Twitter). However, despite his efforts, youth engagement appears limited, as many young Cameroonians are skeptical of the authenticity of his digital outreach."A significant portion of Cameroon's youth, over 5.4 million social media users, primarily utilize WhatsApp for communication, which lacks presidential interaction," explains Rostant Tane, director of Media Intelligence Sarl. He notes that Biya has not effectively engaged with this demographic, missing opportunities for interaction and failing to adopt a youth-friendly digital language.Experts highlight the importance of genuine engagement. "Many recognize it's not Biya personally communicating, creating a barrier to trust," adds Hervé Tiwa, a communication lecturer. This lack of personal engagement fosters a perception that Biya's online activities are merely cosmetic rather than participatory.With over 60% of the population under the age of 25, the youth vote could significantly impact the upcoming election. Young professionals like Ulrich Donfack emphasize that communication should enhance democracy rather than serve as mere marketing, while Falone Ngu insists that the youth are seeking concrete actions and solutions to pressing issues like unemployment and corruption, rather than just political graphics.Despite Biya's social media team increasing his online presence with excerpts from his long political career, many posts referencing past achievements do not address the problems facing today's youth. Critics remark that Biya's strategy seems to overlook the urgency for real change, as exemplified by the lack of focus on key concerns such as job opportunities.Biya’s team has made strides in visibility, contrasting his previous communication style, which primarily consisted of official decrees. Despite this improvement, reactions to his latest posts remain mixed, with some users expressing cynicism and skepticism about the sincerity of his outreach efforts.As Cameroon heads toward the elections in October, it remains to be seen if President Biya's renewed digital strategy will resonate with the younger voters who could ultimately shape the outcome.
