Keypoints:
- Biya’s social media push fails to resonate with youth
- Experts criticise campaign as inauthentic and top-down
- Youth want action, not slogans, ahead of elections
CAMEROON’S President Paul Biya may have confirmed his bid for an eighth term only last week, but his re-election campaign has been simmering online for months.
At 92, the world’s oldest sitting president has embraced a new playbook — daily posts on Facebook and X (formerly Twitter), signalling a sharp pivot from his traditionally sporadic public communications. Yet, the digital surge is being met with scepticism among Cameroon’s youth, who make up the majority of the electorate.
‘Cameroon has over 5.4 million social media users, but 95 percent of young people rely on WhatsApp,’ explains Rostant Tane, director of Media Intelligence Sarl and lead author of the Cameroon 2024 Multimedia Audience Study. ‘And that’s a space where presidential messaging is nearly invisible,’ Tane told the BBC.
He adds: ‘There’s no segmentation by region or demographic, no meaningful engagement, and little effort to use the digital language that resonates with younger audiences.’
A campaign without a voice
Communication experts argue that the president’s social media presence lacks the authenticity needed to engage younger voters meaningfully.
‘Everyone knows these posts are not written by Biya himself, and that undermines trust,’ says Hervé Tiwa, a lecturer in communication sciences.
Tiwa notes that comments on the president’s pages are often ignored or deleted, making the effort appear more ‘cosmetic than participatory’.
This top-down communication model is proving especially ineffective with a generation raised on interactivity and instant feedback.
A youth vote that could tip the balance
Cameroon’s demographics underscore the stakes. Over 60 percent of the population is under 25, and more than half of all eligible voters are under 30. Analysts say this bloc could decisively shape the outcome of the October presidential election.
‘Political communication must go beyond marketing. It should promote transparency and accountability,’ says 27-year-old communications specialist Ulrich Donfack.
Social enterprise founder Falone Ngu, also 27, agrees. ‘Cameroon’s youth are not just looking for flashy graphics or slogans on social media. We want opportunities, real change and hope.’
Ngu acknowledges the effort being made by the president’s media team. ‘At least they understand that digitalisation and leadership must go together. But leadership also means action, not just posts.’
Real issues overlooked
With youth unemployment alarmingly high and widespread concerns over corruption, insecurity and external debt, many Cameroonians feel Biya’s campaign is detached from present realities.
Instead of addressing these urgent issues, Biya’s pages are filled with throwbacks and curated quotes from more than 300 speeches spanning his 43 years in office — a tenure that predates the birth of much of the electorate.
One striking example was a quote from the year 2000, warning against ‘those who lecture others but do not lead by example’. It was posted just two days after a longtime political ally broke ranks and publicly criticised the president’s leadership.
Generational disconnect
Communication strategist Aristide Mabatto says Biya’s team appears more focused on preserving legacy than securing trust.
‘It’s an archive dump masquerading as a campaign,’ he says. ‘For a generation grappling with unemployment and disillusionment, that’s not just tone-deaf — it’s insulting.’
As Biya seeks to extend his already 43-year grip on power, his campaign’s failure to connect with the youth vote may prove more than just a digital misstep. It could mark a decisive political miscalculation.
