In brief
With over 60% of Cameroon's population under 25, President Paul Biya's attempts to connect through social media may not resonate with young voters, who prioritize action over online rhetoric.
Amid the rising tide of youth-driven political engagement globally, Cameroon's long-serving president, Paul Biya, at 92, faces significant challenges in capturing the young electorate's attention. Officially declaring his intentions for an eighth term, Biya has increased his online activity on platforms like Facebook and X, yet experts point out that his outreach may not be effective among the nation's predominantly young population, with over 60% of citizens under 25.Despite Cameroon having over 5.4 million social media users, the majority of young people favor WhatsApp, a channel frequently overlooked by the presidential communications. According to media analyst Rostant Tane, the president's social media content lacks interactivity and regional segmentation, failing to engage with youth's digital vernacular.Critics argue that authenticity is crucial; many users recognize that it is unlikely Biya himself is behind the posts, leading to skepticism about the sincerity of his initiatives. Amidst concerns that his social media communications are overly formal and one-sided, users express their desire for genuine interaction rather than a mere marketing tactic.This disconnect is particularly pertinent given the high youth unemployment rates in Cameroon, where qualified young individuals often struggle to secure jobs. Young citizens are increasingly seeking tangible improvements and proactive leadership rather than superficial online engagement.Biya's social media activity has transitioned from sparse official updates to regular posts featuring excerpts from his extensive speech history, often highlighting past achievements rather than addressing urgent contemporary issues. The perception among younger demographics remains critical, highlighting the need for more than just an online presence; real engagement with pressing social issues is required for genuine political advocacy.As Biya's election campaign unfolds, the electoral results in October will reveal whether his newfound digital strategy can inspire the younger populace to rally behind him or if it will be viewed as an ineffective veneer lacking substance. The coming months will be pivotal in determining whether Biya's social media efforts can translate into real votes from a demographic yearning for change.
