Paul Biya’s Digital Strategy Struggles to Sway Youth

Paul Biya’s Digital Strategy Struggles to Sway Youth \ Newslooks \ Washington DC \ Mary Sidiqi \ Evening Edition \ Cameroon’s 92-year-old president Paul Biya is running for an eighth term, backed by a revamped digital campaign. Despite increased activity on social media, young voters remain unconvinced. Analysts say the strategy lacks authenticity, interactivity, and relevance.

Quick Looks

• President Paul Biya confirmed his run for re-election at 92.
• His social media presence has significantly increased in 2024.
• Analysts say the strategy fails to connect with young Cameroonians.
• WhatsApp, the youth’s dominant platform, is largely unused by the campaign.
• Critics cite a lack of interactivity and authentic engagement.
• Biya’s posts focus on legacy, not current youth challenges.
• Over 60% of Cameroon’s population is under age 25.
• Unemployment, corruption, and security remain top concerns.
• Some praise Biya’s digital shift, but many remain skeptical.
• October’s election will test whether this digital push was effective.

Deep Look

In a country where more than 60% of the population is under the age of 25, President Paul Biya’s bid for an eighth term in office is increasingly shaped by one major factor: how he engages with young people. At 92 years old and in power for over four decades, Biya has launched an aggressive social media campaign ahead of the October 2025 elections—but experts and voters alike question whether it’s too little, too late.

Though Biya officially declared his candidacy last week, his online campaign had been ramping up for months. His accounts on Facebook and X (formerly Twitter) shifted from sporadic updates to daily posts—highlighting past speeches, state visits, and national achievements in both French and English. Yet for many Cameroonians, especially young voters, these efforts appear disconnected from the digital culture they live in.

Missed Connections: Where the Strategy Falls Short

Rostant Tane, director of Media Intelligence Sarl and author of the Cameroon 2024 Multimedia Audience Study, says Biya’s campaign fails to meet young people where they are.

“Cameroon has over 5.4 million social media users, but 95% of young people rely on WhatsApp—a platform where presidential communication is nearly non-existent,” Tane explains.

Tane notes the lack of regional targeting and interactivity in the posts. “There’s no effort to speak the digital language of the youth. It’s very top-down, very one-way.”

Hervé Tiwa, a lecturer in communication sciences, agrees. He points out that the online persona doesn’t feel genuine. “Most young people know it’s not Biya personally managing these accounts. That limits trust. Comments are often deleted or ignored. It’s more cosmetic than participatory.”

This lack of authenticity is a recurring complaint among younger Cameroonians, who say they want leadership that listens—not just broadcasts.

The Youth Factor: A Generation Seeking Substance

Cameroon’s youth are a powerful electoral force. More than half the electorate is under 30, and many are deeply frustrated by high unemployment, widespread corruption, and persistent insecurity—issues that affect their daily lives far more than historical speeches or curated presidential posts.

Communications specialist Ulrich Donfack, 27, emphasizes that political communication should go beyond image.

“It must serve democracy and transparency, not just function as a marketing tool,” he says.

Falone Ngu, a 27-year-old social entrepreneur, echoes that sentiment. She welcomes the president’s move to digital platforms but warns that superficial content won’t work.

“Young Cameroonians don’t just want slick graphics or quotes. They want opportunities, hope, and actual change.”

Unemployment in Cameroon remains a major issue, especially among graduates with multiple degrees who still struggle to find stable work. Posts celebrating government achievements from the 1980s and 1990s ring hollow for voters who weren’t even born during that era.

A Legacy Focused on the Past

In the months leading up to his candidacy announcement, Biya’s team began sharing excerpts from more than 300 past speeches. One post drew from a 2000 address warning against hypocrisy—an apparent jab at a longtime ally who recently defected from his camp.

Communication strategist Aristide Mabatto says this is part of a broader effort to reframe Biya’s image.

“His communication used to be limited to official decrees and occasional national addresses. This shift to daily posts is a deliberate attempt to reclaim the narrative and appear more present,” he explains.

That said, even supporters acknowledge that this new approach feels outdated. “It’s an improvement compared to the silence of the past,” Mabatto admits, “but it’s not yet inspiring.”

Last year, Biya’s six-week absence from public view fueled widespread rumors that he had died—a sign of how disconnected many feel from his leadership. The digital campaign, while more active, hasn’t fully repaired that divide.

Mixed Reactions: Praise, Sarcasm, and Doubt

State media like Cameroon Tribune have heralded Biya’s social media push as proof of his vitality and adaptability. Yet the public reaction online is far more nuanced.

Comments beneath his recent posts on Facebook and X offer a glimpse of how young people are really responding:

• “It looks like he’s discovering the internet in 2025. This is just market testing,” wrote a user named Cynthia.
• “Finally, he’s talking to young people!” added Jean-Pierre, sarcastically.
• “Cameroonians want roads, not hashtags,” commented another user, Mireille.

Entrepreneur Che Arnold, 32, says he remains unconvinced by the new strategy.

“It has to go beyond tweets and Facebook messages. If you want young people to engage, show real political reform and solutions to real problems.”

Will the Digital Push Deliver Votes?

The October 2025 election will reveal whether this digital reinvention has any electoral impact. For now, analysts say Biya’s campaign reflects a broader global trend: aging leaders using social media to maintain relevance—but often falling short of true engagement.

As Biya seeks to extend his presidency into a fifth decade, he faces a generation that expects transparency, responsiveness, and policies that reflect their struggles. Whether his social media team can adapt quickly enough to bridge that gap remains to be seen.

The challenge isn’t just about using the right platforms. It’s about tone, timing, trust—and delivering meaningful change, not just digital noise.

More on World News

Paul Biya’s Digital