92-Year-Old Cameroonian President Paul Biya Faces Youthful Disconnection in Social Media Bid

As Paul Biya seeks re-election in Cameroon, his attempts to connect with the digitally savvy youth through social media have largely missed the mark, overshadowed by concerns regarding authenticity and relevance to pressing societal issues.

In a bid to connect with young voters ahead of the upcoming elections, 92-year-old Paul Biya, Cameroon's longest-serving president, is trying to enhance his social media visibility. Over the past few months, he has shifted from sporadic posts to more frequent updates on platforms like Facebook and X (formerly Twitter). However, analysts suggest that this effort might fall short of its intended goal.

According to Rostant Tane, director of Media Intelligence Sarl, despite Cameroon having over 5.4 million social media users, the majority of young people rely heavily on WhatsApp—a medium where Biya's presidential communication seems absent. His online strategy has proven to lack regional targeting, interactivity, and an understanding of the digital dialogue preferred by youth.

Furthermore, biographers highlight a trust deficit as many believe that Biya himself isn't the one orchestrating these posts, leading to a sense of distance between the president and the youth. Communication expert Hervé Tiwa describes the approach as overly hierarchical, with little interaction and personal engagement from Biya's team. This lack of authenticity, paired with ignored or deleted comments, paints a picture of an insincere effort rather than a participatory dialogue.

With over 60% of Cameroon's population under 25, young voters could significantly influence the election's outcome. However, they are seeking more than just flashy social media graphics. Young voices like Ulrich Donfack echo the need for political communication that promotes democracy rather than merely serving as marketing.

A prevalent concern among the youth is unemployment—many highly qualified individuals are struggling to secure jobs in the current economic climate. Corruption and security issues are also critical topics, but Biya's social media posts predominantly highlight his lengthy track record and decades-old speeches, failing to address contemporary concerns.

Despite recognizing the digital shift, communication strategist Aristide Mabatto notes a missed opportunity as Biya's current messaging does not ignite much enthusiasm. Some supporters praise this effort as a sign of vigor from the president, while others remain skeptical. Online comments reflect discontent, such as calls for real solutions rather than just hashtags or tweets.

As the election approaches in October, it remains to be seen if Biya's digital outreach will resonate with the youth, potentially influencing their voting decisions. The outcome lies in their hands, as they seek genuine engagement over superficial efforts.