Cultural heritage in West African contexts, particularly within Madagascar, faces challenges such as rapid urbanization and digital transformation. A participatory action research approach was employed with community consultations and digital media analysis to document and promote local traditions. There is a significant interest among communities in using social media platforms to share their cultural practices (78% of participants expressed interest). Community-led initiatives are effective in leveraging digital tools for heritage preservation, indicating the need for more tailored support strategies. Investment in community capacity building and educational programmes is recommended to sustain these efforts over time.