As the oldest president globally gears up for another election, his digital engagement efforts aimed at younger voters have not resonated due to authenticity concerns and an insufficient focus on pressing youth issues.
Paul Biya's Social Media Strategy Fails to Engage Young Voters in Cameroon
Paul Biya's Social Media Strategy Fails to Engage Young Voters in Cameroon
At 92, President Paul Biya strives for relevance through improved social media outreach, but young Cameroon remains unimpressed, signaling a disconnect.
At 92 years old, Paul Biya remains Cameroon's longest-serving president, having held office since 1982. As he announced his candidacy for an unprecedented eighth term in the upcoming elections, Biya has attempted to modernize his approach by enhancing his social media presence. Despite this shift, experts suggest that his strategies are struggling to attract the attention of younger citizens, a demographic critical for future elections.
Over 5.4 million individuals in Cameroon actively use social media, yet the majority of young people (95%) rely primarily on WhatsApp, a platform largely overlooked by Biya's communications team. Rostant Tane, director of Media Intelligence Sarl, notes the absence of engaging and interactive segments, which fail to speak the language of today's youth.
A significant hurdle is the perceived lack of authenticity. Communication sciences specialist Hervé Tiwa emphasizes that many young citizens recognize that Biya is not personally crafting these messages, leading to feelings of disconnection. In addition, posts are characterized as top-down communications that dismiss engagement, which generates skepticism about their sincerity.
“Political communication must serve democracy and transparency, not merely be a marketing gimmick,” asserted Ulrich Donfack, a 27-year-old communications expert. Young voters are not searching for attractive slogans; they demand genuine action toward issues such as unemployment and corruption, critical topics often neglected in Biya's messaging. Falone Ngu, a 27-year-old social enterprise founder, echoes this sentiment, insisting that true engagement must extend beyond flashy presentations.
Biya's social media posts have predominantly focused on past achievements during his extensive presidency, with many highlights taken from over 300 historical speeches. Recent posts, for example, featured statements from as early as 2000, failing to address contemporary challenges that resonate with the current electorate.
The response online has been mixed. Critics have voiced concerns that these engagements are superficial or merely a strategy leading up to the elections. Skeptics have humorously suggested that Biya is only just beginning to explore the internet, while others mockingly note the incongruity of hashtags compared to tangible infrastructure needs.
Despite the criticisms, some supporters commend this shift towards digital communication as a sign of adaptability. Reduced public appearances by Biya have raised concerns about his health and sustainability in leadership, making his recent attempts to connect more noteworthy.
As the nation turns towards the elections in October, the real test of Biya’s social media efforts will lie in whether they can motivate the youth to cast their votes in his favor. If he fails to effectively address their pressing concerns, a vital voting bloc may remain disengaged from the election process entirely.
