Cameroon's President Biya, 92, Faces Social Media Challenge in Wooing Youth Vote

President Paul Biya of Cameroon, at 92 the world's oldest head of state, is facing an uphill battle to connect with the country's overwhelmingly young population ahead of the October elections. Despite a recent revamp of his social media presence, analysts say his efforts are failing to resonate with young Cameroonians who are more concerned with tangible issues like unemployment and corruption than online engagement.

Digital Push Fails to Connect with Key Demographic

For months, President Biya's Facebook and X (formerly Twitter) accounts have seen a surge in activity, a stark contrast to his previously limited online presence. This digital push comes as he seeks an unprecedented eighth term in office. However, experts suggest the strategy is missing the mark, failing to capture the attention of the crucial youth demographic that could decide the election's outcome.

"Cameroon has a significant social media user base, but the vast majority of young people primarily use WhatsApp, a platform where presidential communication is practically absent," explains Rostant Tane, director of Media Intelligence Sarl and author of the Cameroon 2024 Multimedia Audience Study. "The current strategy lacks regional targeting, interactivity, and a genuine understanding of how young people communicate online."

Authenticity and Interaction: Key Missing Ingredients

Beyond platform choice, authenticity is also proving to be a major hurdle. Hervé Tiwa, a communication sciences lecturer, argues that the perception that President Biya is not personally managing his accounts is creating a disconnect. "Many young people believe that the posts are not written by President Biya himself, which fosters distrust and limits engagement," Tiwa says. "The communication remains largely one-way, with comments often ignored or deleted, and a lack of personalized responses. This gives the impression of a superficial strategy rather than genuine participation."

The Youth Factor: A Decisive Force

Cameroon's demographic landscape is dominated by young people. Over 60% of the population is under 25, and more than half of the electorate is under 30. This means the youth vote holds significant power to influence the election results. "Political communication should serve democracy and transparency, not just function as a marketing tool," asserts Ulrich Donfack, a 27-year-old communications specialist, highlighting the need for genuine engagement.

Beyond Hashtags: Addressing Real-World Concerns

Young Cameroonians are looking for more than just flashy graphics and slogans, says Falone Ngu, a 27-year-old social enterprise founder. "Cameroon's youth want opportunities, change, and hope," she states. "They are concerned about issues like unemployment, corruption, and security."

Unemployment is a pressing issue, with many highly qualified young people struggling to find jobs despite holding multiple university degrees. Corruption remains a significant concern, hindering economic development and eroding trust in government institutions. The ongoing security challenges in certain regions of the country also contribute to a sense of unease and uncertainty among young people.

Historical Context: Biya's Enduring Legacy

President Biya's lengthy tenure, spanning over 43 years, presents a unique challenge in connecting with younger voters. Many of them were not even born when he first came to power in 1982. While his social media accounts highlight his track record, communication strategist Aristide Mabatto notes that the focus on past achievements may not resonate with a generation focused on the future.

“The Biya campaign is effectively trying to communicate a legacy to a generation that largely doesn’t remember it,” explains Dr. Sylvie Ayissi, a political analyst specializing in Cameroonian elections. “This creates a fundamental disconnect. They need to demonstrate how that legacy translates into solutions for today’s problems.”

Skepticism and Sarcasm Online

The online response to President Biya's social media efforts has been mixed, with skepticism and sarcasm frequently expressed in the comments sections of his posts. Some users have criticized the perceived lack of authenticity and the focus on superficial engagement. Others have pointed out the disconnect between online messaging and the real-world challenges facing young Cameroonians.

"It needs to go beyond tweets, Facebook messages, and a simple online presence to promote political reforms but also solve real social problems," says Che Arnold, a 32-year-old entrepreneur, echoing the sentiments of many young Cameroonians.

President Biya's success in winning over the youth vote will ultimately depend on whether he can bridge the gap between his online presence and the real-world concerns of young Cameroonians. The October election will be the ultimate test of his digital strategy.