In a peculiar intersection of global politics and social media, Indonesian content creators are cashing in on outrage-driven posts centred around Australian and American political figures. With a focus on engagement rather than knowledge, these creators, like one identified as Adira, are leveraging Facebook’s monetisation strategies to generate income, often without a clear understanding of the political landscapes they engage with.
The Meme Factory Phenomenon
Adira, a content creator based in West Java, starts her day with mundane posts about her daily life before diving into the world of political commentary. Within various Facebook groups—most notably one dedicated to Australian senator Pauline Hanson—she interacts with thousands of members, posting provocative content aimed at generating clicks and engagement.
“My goal is to earn more dollars,” Adira states bluntly. “We don’t follow politics overseas; we just want to make money.” This approach has become emblematic of a larger phenomenon in Indonesia, where individuals create and share politically charged memes as part of the so-called “buzzer” economy—a term describing those who amplify specific messages online, often without disclosing their financial motivations.
The Mechanics of Engagement
Adira’s strategy involves participating in groups that cater to audiences interested in contentious political issues. She shares AI-generated images and posts that provoke discussions, often pulling from templates provided by unnamed “leaders” within her network. These leaders offer guidance on which political topics might yield the most engagement, helping creators like Adira navigate an intricate web of Facebook and WhatsApp groups.
Interestingly, many of these groups are populated by foreign creators seeking to monetise content. The approach is opportunistic; Adira admits to exploring various groups recommended by Facebook’s algorithm, stating, “If I post something, suggested groups will show up.” This sometimes leads to content that is misaligned with the intended audience, highlighting a disconnect between the creators and the political intricacies of the countries they are discussing.
The Broader Industry Dynamics
The rise of these meme factories is not an isolated incident but rather part of a broader trend fuelled by Meta’s monetisation model. According to Associate Professor Timothy Graham from Queensland University of Technology, the platform’s incentive structure encourages such behaviour, as creators are rewarded for driving engagement. In 2025, Meta distributed nearly US$3 billion to creators for various forms of content, reinforcing a system that prioritises clicks over context.
Critics argue that this model exploits economically vulnerable individuals, who may lack the skills or resources to engage in more traditional forms of employment. Angtyasti Jiwasiddi, a journalist, notes that the job requires “zero skills and zero capital,” thus attracting those who are most desperate for income.
The Impact of Political Buzzing
The presence of Indonesian creators in Australian political discourse raises questions about authenticity and the nature of political engagement online. Adira acknowledges the occasional suspicion directed towards her and others in similar positions, admitting that “people from overseas get suspicious” when they notice the proliferation of foreign voices on local issues.
Despite this, the appeal remains strong. Adira admits that she does not even know who the president of Australia is, yet she finds herself deeply embedded in discussions about its political landscape. “The Pauline group has great dollars,” she says, underscoring the transactional nature of her involvement.
Meta has begun taking action against some of these groups, recently suspending several that were found to be violating the platform’s policies. However, experts argue that simply regulating these groups is insufficient. Graham contends, “If you want to stop the issue, you have to stop Meta farming populations for money.”
Why it Matters
The phenomenon of Indonesian creators monetising political outrage highlights a significant shift in how global political discourse is shaped and influenced. As social media platforms like Facebook continue to evolve, they create an environment where economic incentives can lead to the proliferation of disinformation and disengagement from authentic political dialogue. This trend poses risks not only to the integrity of political discussions but also to the way communities engage with and understand global issues. The challenge now lies in addressing the root causes while safeguarding the interests of vulnerable creators seeking financial stability in an increasingly complex digital landscape.