AFP by way of Getty Pictures.Even earlier than the world’s oldest president confirmed that he would run for an eighth time period in energy, his social media accounts left consultants in little question.
By the point 92-year-old Paul Biya formally confirmed he would search re-election as Cameroon’s president final week, he had already been ramping up his on-line presence for a number of months.
Every day posts on Fb and X (previously Twitter) mark a putting departure from his earlier, occasional presence.
However Biya’s makes an attempt to win over younger folks forward of October’s election could also be falling flat, analysts inform the BBC.
“Cameroon has over 5.4 million social media customers, however 95% of younger folks depend on WhatsApp – a platform the place presidential communication is almost non-existent,” says Rostant Tane, the director of Media Intelligence Sarl and creator of the Cameroon 2024 Multimedia Viewers Examine.
“There is not any regional segmentation, no interactivity, and little or no effort to talk the digital language of younger folks,” he provides.
One other stumbling block is authenticity.
“Many know that it’s not Paul Biya himself who’s writing – which creates distance and limits belief,” says Hervé Tiwa, a lecturer in communication sciences.
“Their communication stays very top-down with none actual interplay – feedback ignored or deleted, an absence of personalised responses… This gives the look of a method that’s extra beauty than participatory.”
Why does this matter?
Cameroon’s inhabitants is overwhelmingly younger. Over 60% of the inhabitants is beneath 25, with greater than half the voters being beneath the age of 30, which means they may probably determine the end result of the election.
“Political communication should serve democracy and transparency, and never simply be used as a advertising and marketing software,” says 27-year-old communications specialist Ulrich Donfack.
Younger folks need to see concrete motion on points that have an effect on them, agrees Falone Ngu, who can be 27.
“Cameroon’s youth are usually not simply on the lookout for flashy graphics or slogans on the media! They need alternatives, change and hope,” says the social enterprise founder, who did reserve some reward for the president’s social media staff for realising that “management and digitalisation go hand in hand”.
Courtesy of Falone NguUnemployment is excessive in Cameroon, with even essentially the most certified younger folks in possession of a number of college levels struggling to seek out work. Corruption and safety are additionally key considerations.
However as an alternative of specializing in these points, many posts on Biya’s social media accounts emphasise his monitor document throughout 43 years in energy – a time earlier than a lot of the inhabitants was even born.
In response to communication strategist Aristide Mabatto, Biya’s staff is now publishing excerpts in French and English from greater than 300 speeches the president has delivered over the many years.
One current, pointed instance drew on a speech from 2000, chiding individuals who lecture others however fail to evangelise by instance. That was posted simply two days after one in every of Biya’s longest-standing allies criticised his rule and deserted him.
Permit X content material?
This considerably staid method doesn’t seem to have ignited a lot enthusiasm, however continues to be an enchancment on what went earlier than.
“His communication was restricted to official decrees and state addresses. The shift to frequent digital messaging exhibits a deliberate effort to reclaim the narrative and seem extra current,” argues Tiwa.
Biya’s absence from the general public for greater than six weeks final yr had led to hypothesis about his wellbeing and unfounded rumours that he had died.
Supporters have praised these newest efforts, with state media like Cameroon Tribune highlighting Biya’s digital outreach as an indication of vitality and management.
However scepticism and sarcasm are in better proof on-line. Feedback beneath current posts on Paul Biya’s X and Fb accounts embrace:
“It seems like he is discovering the web in 2025, however it’s primarily an electoral market check,” says a person known as Cynthia.
“Lastly he is speaking to younger folks!”, feedback Jean-Pierre.
“Cameroonians need roads, not hashtags,” writes a person known as Mireille.
“Personally, I am in no way satisfied,” 32-year-old entrepreneur Che Arnold tells the BBC of the Biya camp’s technique to enchantment to younger voters.
“It must transcend tweets, Fb messages and a easy on-line presence to advertise political reforms but in addition remedy actual social issues.”
Biya should wait till the election in October to see if these efforts will translate into extra younger folks voting for him.
Modifying and extra reporting by Natasha Booty
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Getty Pictures/BBC
