When Paul Biya tweets: between digital strategy and public skepticism 📱

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Since April 1, 2025, President Paul Biya has been steadily posting a series of updates on his Facebook and X (formerly Twitter) pages. This surge in content has sparked a variety of reactions among Cameroonians in an increasingly tense pre-election climate. While some applaud this communication strategy, others remain skeptical or openly critical.

A way to bring the president closer to Cameroonians 🤝

For many Cameroonians, this increased presence on social media represents a form of modernization. It is seen as a way to bring the president closer to the people, especially the youth who are highly active on these platforms. The president appears to be reaching out to a connected generation often distanced from traditional media.

“It’s a very good thing that the president is getting more involved on social media. It helps us follow his actions more closely and makes him feel more accessible—especially to us young people who use Facebook and Twitter daily. Let’s be honest, young people are crucial for him during this election period,” says Jean-Pierre, a young professional.

A modern and calibrated communication style 📡

For others, this approach is an effective tool to reach a broader audience. What’s most surprising is the shift in tone and format. From a president usually silent outside of major events, internet users are now discovering a stylized, visually curated form of expression. Clean typography, a republican blue background, a serious portrait, and a solemn tone: each post follows a well-defined visual code.

The president’s messages—shared solely as images—convey calls for unity, peace, or collective effort. Every day, a new visual is posted, bearing a short message in white or black text, displayed on a standardized yet subtly varied graphic background.

According to Sophie, a graphic designer: “Social media is now an essential arena for any modern communication. If the president uses this platform well, he can reach far more people—especially those who no longer watch TV or listen to the radio but can easily share visuals. The proof is in the high volume of comments under each post.”

Skepticism and doubts about the messages’ authenticity 🤔

However, part of the population remains doubtful. Some question whether the president is truly behind these posts. Jean Emmanuel Ateba, a public figure and guest on the “Géopolis” program on Equinoxe TV, raised concerns about the authenticity of the content. He suggests that Paul Biya may not even be aware of what’s being published.

“Paul Biya doesn’t even know what’s written on his social media. I’d bet on it. If he read the comments on those so-called thoughts, the reactions from Cameroonians, I’m sure he would’ve asked them to stop. Ninety-five percent of the comments are negative. I truly believe he’s not even aware of this Facebook page’s existence. He has no idea what’s written there,” he said.

Comparison with other political figures ⚖️

The president’s digital strategy is often compared to that of opponents like Maurice Kamto. The MRC leader’s communication is perceived as more spontaneous and interactive. Some believe Paul Biya is trying to catch up, though many argue that digital presence cannot replace action on the ground.

“Biya’s digital strategy clearly mirrors Kamto’s. But that doesn’t change the reality of our country. If we really want things to change, it’ll take more than posts on social media. Let’s not kid ourselves—he’s posting because election season is near. It’s his right, but you’d have to be pretty naïve not to see that this is the start of his political campaign,” says Fabrice, a political science student.

A strategy built on political marketing codes 📊

President Paul Biya’s current strategy reflects a global trend: the intensive use of social media as a political communication tool. During election periods, these platforms become storytelling arenas, where every visual contributes to shaping a presidential narrative. Short messages, a consistent aesthetic, and high publishing frequency: all the codes of visual storytelling are used to craft a reassuring and controlled image.

Behind this system lies a clear political marketing logic. His team follows a specific graphic charter, plans content in a detailed editorial calendar, and targets well-defined segments—especially the digital-savvy youth. Each post, every word, every color is calibrated for immediate recognition in the algorithm-driven feeds of platforms like Facebook and X.

Communication designed for algorithms—but not without limits ⚠️

These messages are crafted to appeal to algorithms and go viral. The aim is to dominate the digital landscape, trigger shares, and create a sense of media omnipresence. Yet despite its modernity, this strategy has clear limitations. Today’s internet users are quick to spot overly polished storytelling and overly curated messaging. Trust begins to erode when the tone feels out of touch with citizens’ lived realities.

This is compounded by the inherent risks of digital communication: misinformation, opinion manipulation, echo chambers, polarization… As mentioned earlier, some observers even doubt that the president is the real author of these posts. This feeds the perception of a one-way communication effort, lacking true engagement with the population. However, content can still be relayed, remixed, and subverted—giving rise to unexpected forms of interaction.

Lingering questions 📝

In the end, this digital communication strategy leaves no one indifferent. It sparks interest, expectations, and skepticism. Above all, it reflects a willingness to adapt to new media dynamics, even if its true impact is still uncertain.

At a time when many are questioning the succession plan or the role he still intends to play, these online posts feel like a silent declaration:
“I see, I think, I decide, I remain.”

À vos avis !!!
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