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In a remarkable intersection of social media and global politics, a growing number of Indonesian content creators are leveraging political discourse from Australia and the United States to earn money through engagement on platforms like Facebook. These digital entrepreneurs, often referred to as “buzzers,” are capitalising on the outrage culture surrounding political issues, despite their limited knowledge of the subjects they post about. Adira, a prolific creator from West Java, exemplifies this trend as she navigates a complex web of online groups to maximise her earnings.
The Meme Economy: A New Frontier
Adira’s daily routine typically begins with innocuous posts about her coffee and upcoming plans. However, she quickly transitions to sharing politically charged content in various Facebook groups, such as “Team Pauline Hanson.” With close to 26,000 members, this group thrives on discussions surrounding the comments of Australian Senator Pauline Hanson, often eliciting strong reactions from its users.
Adira, like many of her peers, is not driven by political allegiance but by the financial incentives offered by Meta’s creator programme. “We don’t follow politics overseas, we don’t want to be involved,” she explains. “We just try to earn more dollars.” Her content often features provocative imagery and questions designed to provoke engagement, such as a child in a hijab holding a sign regarding religious dietary restrictions in schools.
The Mechanics of Content Creation
The ecosystem surrounding these content creators is both informal and tightly-knit. Adira participates in several Facebook and WhatsApp groups where tips and strategies for successful posting are exchanged among creators. She utilises insights from these networks to identify which groups yield the best engagement.
“Sometimes I see a group suggested and I join it, then I look for other groups with similar themes,” Adira notes. This approach allows her to tap into trending discussions, even if they are not directly relevant to her own life or experiences. While some posts may occasionally miss the mark—such as her sharing content about American Muslims in an Australian political context—her primary focus remains on engagement and monetisation.
The Buzzer Economy: A Double-Edged Sword
Adira’s activities are emblematic of a broader phenomenon known as the “buzzer economy” in Indonesia. This model consists of individuals who amplify political messages online for financial gain, often obscuring their economic motivations. According to Associate Professor Ross Tapsell from the Australian National University, this type of engagement creates a cacophony of online voices that can easily drown out more nuanced discussions.
While some participants in this economy may be high-profile influencers, many are economically vulnerable individuals seeking opportunities to generate income. “This job requires zero skills and zero capital, requiring only a cell phone and a few accounts,” writes Angtyasti Jiwasiddi in the Indonesian newspaper Kompas.
This dynamic is driven by Meta’s business model, which incentivises content creators to produce engaging material in order to capture audience attention. In 2025, Meta reportedly disbursed nearly US$3 billion to creators for various forms of content.
Meta’s Responsibility and the Road Ahead
Despite the risks associated with the buzzers’ activities, Meta’s response has been limited. Although seven of the 14 identified Facebook groups supporting Hanson have been suspended for policy violations, critics argue that addressing the issue requires more than just removing problematic content.
“If you want to stop the issue, you have to stop Meta farming populations for money,” states Associate Professor Timothy Graham, a media researcher at the Queensland University of Technology. He warns that the current structure is harmful and contributes to a cycle of misinformation and financial exploitation.
Adira, for her part, remains focused on her quest for dollars, admitting, “We don’t know, like, even who the president is.” Her story highlights a troubling reality where financial incentives outweigh informed engagement in political discourse.
Why it Matters
The phenomenon of Indonesian content creators manufacturing political outrage for profit raises significant questions about the integrity of online discourse and the role of social media platforms in shaping public opinion. As these creators continue to thrive in the current environment, it underscores the urgent need for a reevaluation of monetisation strategies and content moderation policies. If left unchecked, this trend could further entrench misinformation and polarise political discussions, not just in Australia and the US, but on a global scale.