Cameroon’s President Paul Biya, 92, has ramped up his online presence in recent months, posting daily updates on Facebook and X (formerly Twitter) in a bid to win over young voters ahead of the October election. However, analysts say his attempts may be falling flat, with many young Cameroonians expressing skepticism and sarcasm online.
Biya’s team has been publishing excerpts from over 300 speeches he delivered over the decades, but critics argue that this approach lacks authenticity and doesn’t address pressing issues affecting the youth. “Many know that it is not Paul Biya himself who is writing – which creates distance and limits trust,” says Hervé Tiwa, a lecturer in communication sciences. “Their communication remains very top-down without any real interaction – comments ignored or deleted, a lack of personalized responses… This gives the impression of a strategy that is more cosmetic than participatory”.
Young people in Cameroon want more than just flashy graphics and slogans, says Falone Ngu, a 27-year-old social enterprise founder. “Cameroon’s youth are not just looking for flashy graphics or slogans on the media! They want opportunities, change, and hope.” Unemployment, corruption, and security are key concerns for the youth, but Biya’s posts often focus on his track record during his 43 years in power, which may not resonate with younger voters.
Rostant Tane, director of Media Intelligence Sarl, notes that “Cameroon has over 5.4 million social media users, but 95% of young people rely on WhatsApp – a platform where presidential communication is nearly non-existent.” He adds that there’s no regional segmentation, interactivity, or effort to speak the digital language of young people.
Ulrich Donfack, a 27-year-old communications specialist, emphasizes that “political communication must serve democracy and transparency, and not just be used as a marketing tool.” Che Arnold, a 32-year-old entrepreneur, agrees that Biya’s strategy needs to go beyond social media posts and promote political reforms and solve real social problems.
As the election approaches, it remains to be seen whether Biya’s digital outreach will successfully attract younger voters. With over 60% of Cameroon’s population under 25, this demographic could potentially decide the outcome of the election.