Cameroon’s Digital Divide: Why A President’s Social Media Push May Be Missing the Mark
At 92, Paul Biya is poised to seek an eighth term as Cameroon’s president, a tenure that began in 1982 – a time when most of today’s electorate hadn’t even been born. In a striking shift, his previously sporadic social media presence has exploded into daily posts across Facebook and X (formerly Twitter), a digital pivot clearly aimed at capturing the attention of Cameroon’s youthful demographic. Yet, despite this surge in online activity, analysts suggest the strategy might be falling flat, highlighting a critical disconnect between political communication and the digital realities of young Cameroonians.
The Social Media Landscape: A Game of Platforms
Cameroon boasts over 5.4 million social media users, but the reality on the ground paints a different picture for engaging the nation’s youth. “95% of young people rely on WhatsApp,” notes Rostant Tane, director of Media Intelligence Sarl and author of the Cameroon 2024 Multimedia Audience Study. This ubiquitous platform, however, remains largely absent from the presidential communication strategy, creating a significant gap.
The current approach on more public platforms like X and Facebook is also facing scrutiny. Experts point to a lack of “regional segmentation, interactivity, and very little effort to speak the digital language of young people,” as highlighted by Tane. This superficial engagement fails to resonate with a generation seeking genuine connection and dialogue.
Authenticity: The Unseen Barrier
Beyond platform choice, the issue of authenticity looms large. “Many know that it is not Paul Biya himself who is writing,” explains Hervé Tiwa, a lecturer in communication sciences. This perception of a detached, ghost-written campaign creates an inherent distance and erodes trust.
The communication style remains “very top-down without any real interaction,” Tiwa adds. Ignored or deleted comments, coupled with a noticeable lack of personalized responses, foster an impression of a strategy that is “more cosmetic than participatory.” For a population yearning for change and tangible solutions, these digital efforts risk appearing as mere window dressing.
Why This Matters: The Youth Vote
The demographic reality in Cameroon underscores the importance of connecting with its young population. Over 60% of Cameroonians are under 25, and more than half the electorate is under 30. This significant bloc holds the potential to sway election outcomes.
“Political communication must serve democracy and transparency, and not just be used as a marketing tool,” states 27-year-old communications specialist Ulrich Donfack. His sentiment is echoed by Falone Ngu, also 27, who emphasizes that “Cameroon’s youth are not just looking for flashy graphics or slogans on the media! They want opportunities, change and hope.” While acknowledging the effort to embrace digitalization, Ngu’s message is clear: substance over style is paramount.
Unemployment and Unmet Expectations
The underlying concerns for Cameroon’s youth are starkly real. High unemployment, even among the highly qualified, remains a persistent challenge. Issues of corruption and security are also top of mind. Instead of directly addressing these pressing problems, Biya’s social media often harks back to his decades-long track record – a period predating the lived experiences of many younger voters.
Communication strategist Aristide Mabatto observes that Biya’s team is re-publishing excerpts from hundreds of presidential speeches. While intended to showcase experience, this historical focus can feel out of touch. One instance saw a speech from 2000 posted shortly after a key ally publicly criticized the president’s rule, a move that appeared more defensive than forward-looking.
A Digital Shift, But Is It Enough?
The move to more frequent digital messaging is indeed a departure from the past, when communication was largely limited to official decrees. “The shift to frequent digital messaging shows a deliberate effort to reclaim the narrative and appear more present,” argues Tiwa. This increased visibility is a notable change, especially after periods of public absence that fueled speculation about the president’s health.
State media, such as Cameroon Tribune, have lauded these efforts as indicators of “vitality and leadership.” However, online sentiment often leans towards skepticism and sarcasm. Comments on Biya’s posts frequently reveal a disconnect: “It looks like he’s discovering the internet in 2025, but it’s primarily an electoral market test,” or the pragmatic, “Cameroonians want roads, not hashtags.”
Entrepreneur Che Arnold, 32, sums up the sentiment: “Personally, I’m not at all convinced. It needs to go beyond tweets, Facebook messages and a simple online presence to promote political reforms but also solve real social problems.”
The Road Ahead: Digital Diplomacy or Digital Disconnect?
President Biya’s social media campaign represents a significant, albeit belated, engagement with the digital sphere. The true test, however, will be whether this online presence can translate into tangible improvements and genuine connection with the Cameroonian youth. The upcoming election will reveal if these digital overtures can bridge the generational and platform divide, or if they remain a largely cosmetic effort in the face of deep-seated societal issues.
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