In brief
Despite increasing his social media presence, 92-year-old President Paul Biya faces challenges engaging young Cameroonians ahead of his re-election bid, as many doubt the effectiveness of his digital strategy.
In a bold move to attract younger voters ahead of October's election, 92-year-old President Paul Biya has been stepping up his social media game. Since officially announcing his run for an eighth term, Biya's once-occasional posts on platforms like Facebook and X (formerly Twitter) have become much more frequent, marking a significant shift in his approach.However, experts argue that Biya’s strategy appears to be missing the mark. Despite a growing user base of over 5.4 million social media accounts in Cameroon, most young users prefer WhatsApp, a platform where Biya's virtual engagement is almost nonexistent. Media analyst Rostant Tane notes this disconnect, stating that Biya’s communications lack interaction and personalization, making them feel more superficial than genuine.With more than 60% of Cameroon's population under 25, garnering the youth vote is crucial. However, many analysts believe Biya's focus on sharing highlights from his 43-year tenure instead of addressing pressing issues like unemployment and corruption is failing to resonate.Communications specialist Ulrich Donfack emphasizes the need for political engagement to go beyond just marketing tactics, while Falone Ngu, a young owner of a social enterprise, points out that youth are seeking real change rather than just flashy visuals. Some supporters acknowledge a positive shift from Biya's previous communications, which were mainly limited to official decrees.Despite the skepticism surrounding Biya's digital outreach—including sarcastic comments like "Finally he's talking to young people!"—the president will have to wait until election day to see if his revamped strategy will win the much-needed support from younger voters.
