Cameroon's 92-year-old president Paul Biya is attempting to connect with young voters through an enhanced social media strategy ahead of his re-election bid. However, experts indicate that the approach has largely failed to resonate due to a lack of genuine interaction and a focus on outdated achievements, leaving many young people craving substantive change instead.
Old Guard vs. Young Voices: Paul Biya’s Social Media Struggle in Cameroon

Old Guard vs. Young Voices: Paul Biya’s Social Media Struggle in Cameroon
As 92-year-old Paul Biya ramps up his social media presence, young Cameroonians remain skeptical about his authenticity and relevance, highlighting a significant generational gap.
Cameroon's long-standing president, Paul Biya, is making efforts to attract young voters through a strategic overhaul of his social media presence as he campaigns for an eighth term in office. Despite his age—92 years old—Biya's team has intensified daily posts on platforms like Facebook and X (formerly Twitter) in a bid to engage with the significant youth demographic ahead of the October elections. However, analysts express doubts about the efficacy and authenticity of this outreach.
According to media expert Rostant Tane, the shift in Biya's digital strategy is hampered by young people's predominant use of WhatsApp, a venue where the president has minimal visibility. This suggests a disconnection between the platforms chosen for his campaign and the communication preferences of younger voters. "There's no regional segmentation, no interactivity, and very little effort to speak the digital language of young people," Tane observed.
Hervé Tiwa, a communications lecturer, highlights that the president’s social media posts often lack the personal touch, noting that many users realize the content is not authored by Biya himself. This creates a barrier of trust, with responses typically being one-sided and lacking engagement. "Their communication remains very top-down without real interaction," Tiwa commented, suggesting that the perceived lack of authenticity detracts from Biya's attempts to connect with the electorate.
The importance of this engagement is underscored by Cameroon's youth-centric demographic, where over 60% are under the age of 25. The young electorate, more than half of which is under 30, could be pivotal in shaping the upcoming election's outcome. Communication specialist Ulrich Donfack emphasizes that such efforts should transcend mere marketing and embody transparency and democratic ideals.
Concerns about pressing national issues like high unemployment and rampant corruption dominate discussions among the youth. Falone Ngu, a 27-year-old founder of a social enterprise, advocates for action-oriented policies, asserting, "Cameroon's youth are not just looking for flashy graphics or slogans on the media! They want opportunities, change, and hope."
Despite Biya's achievements over more than four decades, many social media posts highlight moments from his extensive career, rather than addressing contemporary challenges that young voters care about. His team has gone so far as to circulate excerpts from speeches delivered years ago, seemingly unaware that many voters may not relate to prior leadership context.
While some supportive media outlets celebrate Biya's increased digital presence as a sign of engagement, skepticism prevails among many. Comments on his social media platforms reflect this attitude; users mockingly comment about his seemingly belated onset of social awareness, with remarks like, "Finally he's talking to young people!" and "Cameroonians want roads, not hashtags."
As the election approaches, Biya's online strategies will be put to the test. With a significant portion of the electorate in question, the effectiveness of these digital communications will determine whether they translate into votes, driving lasting impacts on the nation's political landscape in an era where youth participation is critical.