President Paul Biya Struggles to Connect with Social Media Audiences Ahead of 2025 Elections

As Cameroon’s October 2025 presidential elections approach, President Paul Biya faces a major challenge. He is struggling to connect with an increasingly digital electorate. Despite boasting over 1 million followers on both his official X (formerly Twitter) account and Facebook page, engagement rates suggest a worrying disconnect between Biya’s online communications and his audience.

Low Engagement Despite High Follower Count

On X, Biya has amassed 1,031,980 followers and posted over 7,000 times. Yet average engagement per post—likes and retweets—remains extremely low. Estimations indicate that even popular posts garner only around 500 likes and 50 retweets. Analysis of the last 200 posts shows that many receive an average of fewer than 20 likes and even fewer retweets, translating to an engagement rate of less than 0.05%. For context, social media experts generally consider an engagement rate of 1–5% to signify a healthy, interactive audience.

Similarly, Biya’s Facebook page, PaulBiya.PageOfficielle, mirrors this trend. Despite a substantial follower base and thousands of posts, the average post sees minimal likes, shares, or comments. The data suggests that Biya’s digital reach is more nominal than effective, with many followers likely inactive or only passively connected to his messaging.

Possible Factors Behind the Disconnect

Several factors possibly contribute to this low engagement:

1. Audience Composition: Many followers may be passive or inactive, following for political optics rather than genuine interest.
2. Platform Preferences: Younger Cameroonians increasingly prefer WhatsApp and Instagram over X and Facebook, meaning Biya’s posts do not reach a key demographic.
3. Content Style: Posts are often formal speeches or archival content that fail to resonate with the audience’s current concerns.
4. Perceived Authenticity: There is widespread belief that Biya’s posts are not personally authored, further diminishing engagement.

The Broader Disconnect and Societal Implications

This social media disengagement is symptomatic of a broader disconnect between the government and Cameroon’s youth. With President Biya at 92, and a cabinet composed mainly of officials over 50, the leadership is increasingly out of touch with the realities faced by younger generations. The digital gap mirrors larger societal issues: limited access to opportunities, unemployment, and a political system that many youths feel does not represent their needs or aspirations.

The lack of resonance on social media reflects a leadership disconnected from both the day-to-day concerns of citizens and the platforms through which many young people communicate and mobilise. As a result, Biya’s messages struggle to inspire trust, engagement, or meaningful dialogue, underscoring a growing chasm between governance and the lived experiences of Cameroonians.

President Paul Biya’s low engagement on X and Facebook highlights more than a communication problem. It signals a broader generational and systemic disconnect. As elections approach, the question is whether a government so detached from the realities of youth and modern digital communication can effectively engage with the electorate. The challenge extends beyond social media, touching on governance, representation, and the capacity of the state to address the aspirations of its younger citizens.

MMI News