Even before the oldest president in the world confirms that he will run for an eighth term in power, his social media accounts do not leave experts without a doubt.
By the time 92-year-old Paul Bani officially confirmed that he would seek re-election as Cameroon’s president last week, he was already growing in his online presence for several months.
Daily publications on Facebook and X (before Twitter) note a striking deviation from its previous, accidental presence.
But I attempts to win young people before the October election may fall out, analysts tell the BBC.
“Cameroon has over 5.4 million social media users, but 95% of young people rely on WhatsApp, a platform in which presidential communication is almost non -existent,” says Rostant Tine, director of the Multimedia Augenia Study Multiimedia.
“There is no regional segmentation, no interactivity and very little effort to speak the digital language of young people,” he adds.
Another obstacle is authenticity.
“Many know that it is not the one who writes Paul Bean – which creates a distance and limits confidence,” says Herve Theva, a communication teacher.
“Their communication remains a lot from top down without any real interaction – comments ignored or deleted, lack of personalized answers … This gives the impression of a strategy that is more cosmetic than participation.”
Why does that matter?
Cameroon’s population is extremely young. More than 60% of the population is under 25, with more than half the electorate under the age of 30, which means that they could potentially resolve the result of the election.
“Political communication must serve democracy and transparency, not just use as a marketing tool,” says 27-year-old communications specialist Ulrich Donfak.
Young people want to see specific actions on issues that affect them, Falone NGU agrees, who is also 27.
“Cameroon’s youth is not just looking for obsessive graphics or slogans in the media! They want opportunities, change and hope,” says the founder of social enterprises, who maintained some praise for the president’s team for social media to realize that “leadership and digitalization go hand in hand.”
Young people need more than intrusive graphics and slogans, says Falone NGU [Courtesy of Falone Ngu]
Unemployment is high in Cameroon, and even the most skilled young people have many university degrees that are struggling to find a job. Corruption and security are also key concerns.
But instead of focusing on these issues, many publications on BIYA social media account emphasized its results in 43 years in power – a time before much of the population was even born.
According to the Aristiide Mabatto communication strategist, the BIYA team has already published excerpts in French and English from more than 300 speeches that the president has made over the decades.
A recent example, an example, has derived a speech from 2000, separating the people who give other lectures but fail to preach with an example. This was published only two days after one of Boj’s longest allies criticized his rule and abandoned him.
This somewhat unwavering approach seems to have not ignited much enthusiasm, but it is still an improvement in what has passed before.
“His communication was limited to official decrees and state addresses. The transition to frequent digital messages shows a deliberate effort to restore the story and look more that,” Thebes claims.
The absence of the public from the public for more than six weeks last year led to speculation about his well -being and the unfounded rumors that he had died.
Proponents praised these most efforts, with the state media such as Camerossus Tribune emphasizing the digital work of Bijes as a sign of vitality and leadership.
But skepticism and sarcasm are in bigger evidence online. The comments below the latest Paul Bowers’ X and Facebook accounts include:
“He seems to be opening the Internet in 2025, but it’s mostly a selection test to choose a choice,” says a user called Cynthia.
“Finally he talks to young people!” Said Jean-Pierre.
“The Camerossians want roads, not hashtegs,” writes a user called Mireille.
“Personally, I’m not convinced at all,” the 32-year-old entrepreneur tells Arnold to the BBC about the Biya Camp strategy to please young voters.
“She must go beyond tweets, Facebook messages and the simple online presence to promote political reforms, but also to solve real social problems.”
I will have to wait until the October election to see if these efforts will turn into more young people who vote for him.
Edit and additional reporting from Booty Natasha
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[Getty Images/BBC]
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