Inside a meme factory: meet one of thousands of Indonesians trading political outrage clicks for Facebook cash

Indonesian Digital Workers Turn Political Content into Income Through Social Media

Wanderstayfinder.com – Living in West Java, Adira* begins each morning with a simple Facebook update about coffee and the tasks awaiting her. But this routine quickly transforms into a global operation. Within the “Team Pauline Hanson” community, which boasts nearly 26,000 participants, she circulates photographs featuring the Australian senator and political leader. She invites members to share their perspectives on Hanson’s statements regarding Islam and Australian cultural identity.

Her digital footprint extends far beyond Australian politics. Adira distributes AI-created visuals across multiple platforms. One image depicts a young girl wearing a hijab—similar to what appears in Adira’s own profile—holding a placard questioning whether bacon service in schools remains acceptable when Muslim pupils attend. She contributes to communities labeled “JD VANCE 2028,” “Pete Hegseth Fans,” and “I love the USA!” alongside spaces dedicated to generating AI portraits of attractive aviation professionals.

The Business of Online Engagement

During June, investigative reporting uncovered that several major One Nation supporter communities on Facebook seemed operated primarily by international content creators, with Indonesia representing a significant portion. To examine this phenomenon more closely, conversations were held with Adira, whose profile ranks among the most active participants in one of these communities.

We don’t follow politics overseas, we don’t want to be involved. We just, you know, try to earn more dollars. There is no intention to the right or to the left.

Adira clarifies that her income derives directly from Meta’s creator monetization system rather than through an intermediary agency. She operates independently, without receiving specific directives about which topics to cover. Her approach relies on community knowledge shared through WhatsApp and Facebook groups where Indonesian creators exchange guidance about profitable posting opportunities.

Some communities feature “leaders” who distribute visual content and recommend valuable groups for participation, though Adira remains vague about identifying these figures or their employers. Platform algorithms also assist in discovery. “If I post something, suggested groups will show up,” she explains. “I saw the Pauline group and the dollars were good, then you look for other groups with Pauline.”

Mistakes and Suspicion

Occasional errors occur in this cross-cultural content ecosystem. During July, Adira shared material in the Team Pauline Hanson community discussing a Muslim woman departing the United States due to “Trump’s hate for Muslims”—content originally designed for American audiences rather than Australian viewers.

The community, established in April, positions itself as a gathering place for individuals who “admire the leadership and vision of Pauline Hanson.” Adira notes that the visibility of numerous Indonesian women within these spaces occasionally generates questions from international members. “People from overseas get suspicious,” she observes.

Indonesia’s Buzzer Economy

Adira participates in what has become known as Indonesia’s “buzzer” sector—accounts that amplify particular messages across social platforms while concealing financial motivations. This digital workforce encompasses content creators seeking revenue through engagement metrics, alongside posters connected to advertising agencies or political organizations. State sponsorship also plays a role, according to Associate Professor Ross Tapsell, who has studied this sector extensively at the Australian National University.

It comes out of the idea that … they’re making noise online. In the way that lots of small insects put together make a really big ambient noise.

The buzzer phenomenon ranges from celebrity influencers to everyday individuals earning modest incomes. This system operates through volume and consistency, creating the impression of widespread organic support for particular viewpoints or personalities.

Global Implications

The Indonesian model demonstrates how digital labor markets have expanded beyond traditional boundaries. Workers in Southeast Asia can participate in Western political discourse without necessarily understanding or caring about the underlying political dynamics. Their primary motivation remains financial—each engagement generates potential revenue through Meta’s payment structure.

This phenomenon raises questions about authenticity in online political communities. When thousands of accounts simultaneously promote similar content across multiple platforms, the distinction between genuine grassroots support and coordinated amplification becomes increasingly difficult to determine. The buzzer economy represents a significant shift in how political narratives are constructed and disseminated in the digital age.

For Western democracies, the implications extend beyond simple concerns about foreign interference. The Indonesian buzzer model shows how economic incentives can drive content creation across cultural boundaries, creating new forms of political participation that operate independently of traditional media structures or political affiliations.