Cameroon's 92-Year-Old President Paul Biya Struggles to Engage Youth Online

Paul Biya, the 92-year-old president of Cameroon and the world's oldest head of state, faces significant challenges in appealing to the nation’s youth as he campaigns for an eighth term in office. Despite a recent increase in his online presence, including daily posts on social media platforms such as Facebook and X (formerly Twitter), analysts suggest that these efforts are not resonating with younger voters who make up a substantial portion of the electorate.

Since assuming the presidency in 1982, Biya’s leadership has spanned over four decades, during which Cameroon’s demographic landscape has dramatically shifted. As of 2023, more than 60% of the population is under 25 years old, and over half of the electorate is under 30, highlighting the critical need for Biya to connect with this demographic ahead of the upcoming elections scheduled for October.

According to Rostant Tane, director of Media Intelligence Sarl and author of the 2024 Multimedia Audience Study, Cameroon's youth rely heavily on WhatsApp for communication, with approximately 95% of young people using the platform. Tane notes, "There’s no regional segmentation, no interactivity, and very little effort to speak the digital language of young people." This disconnect poses significant barriers to Biya’s attempts to engage the youth.

Furthermore, the authenticity of Biya’s social media communications has been called into question. Hervé Tiwa, a lecturer in communication sciences, emphasized that many young people are aware that Biya does not personally manage his online presence, which diminishes trust and creates a sense of distance. Tiwa stated, "Their communication remains very top-down without any real interaction—comments ignored or deleted, a lack of personalised responses... This gives the impression of a strategy that is more cosmetic than participatory."

Experts argue that effective political communication should serve the purposes of democracy and transparency rather than merely functioning as a marketing tool. Ulrich Donfack, a 27-year-old communications specialist, remarked, "Political communication must serve democracy and transparency, and not just be used as a marketing tool," underscoring the need for genuine engagement rather than superficial outreach.

Young Cameroonians, such as Falone Ngu, a social enterprise founder, are seeking concrete action on issues such as unemployment and corruption rather than mere digital interactions. Ngu expressed, "Cameroon’s youth are not just looking for flashy graphics or slogans on the media! They want opportunities, change, and hope."

Despite Biya's recent digital outreach initiatives, including the sharing of excerpts from over 300 of his speeches delivered throughout his presidency, these efforts have not sparked the enthusiasm his team had hoped for. Communication strategist Aristide Mabatto noted that while Biya’s shift towards frequent digital messaging marks an improvement from his previous limited engagement, it has not yet ignited significant voter enthusiasm among the youth.

Support for Biya has also been mixed, with state media praising his efforts as a sign of vitality and leadership. However, skepticism remains prevalent online, with social media users expressing doubts about the authenticity and effectiveness of these strategies. Comments on Biya’s posts reflect a range of sentiments, from sarcasm to genuine concern about the disconnect between his communications and the pressing needs of the populace.

As Cameroon approaches the elections, the effectiveness of Biya’s digital outreach will be put to the test. Young voters will likely play a decisive role in the outcome, and whether Biya can translate his online presence into tangible electoral support remains uncertain. The challenges he faces underscore a broader trend in political communication, where authenticity and meaningful engagement are increasingly crucial in connecting with younger generations.

In conclusion, Paul Biya's attempts to woo young Cameroonians through social media highlight the complexities of engaging a demographic that demands more than just a digital presence. As the electoral campaign unfolds, the implications of his communication strategies will become clearer, potentially shaping the future of Cameroon’s political landscape.