Key facts
- Large Facebook groups supporting Australia's One Nation party appear to be run by foreign digital creators.
- These creators monetize content through Facebook programs and potentially AI-generated posts.
- Researchers identified administrators and top posters tagged as 'digital creators' with profiles indicating overseas bases, primarily in Indonesia and India.
- Content often includes 'outrage' or 'poll bait' questions, AI-generated images, and themes of Islamophobia.
- One account impersonating federal MP David Farley was removed by Meta after being contacted by Guardian Australia.
Large Facebook groups supporting Australia's One Nation party appear to be operated by foreign digital creators who monetize content, according to an examination by Guardian Australia. The investigation found that many of these groups, with thousands of members, were created this year and are predominantly fed content by individuals tagged as 'digital creators' based overseas, primarily in Indonesia and India.
Digital media researcher Timothy Graham described the operation as potentially a "foreign-run, predominantly Indonesian, for-hire engagement farm operation." These creators may be earning money through Facebook's monetization programs, which reward content based on views. Some creators have shared screenshots of their earnings from Meta, lamenting slow months and detailing payments for content reaching tens of thousands of people. The content often consists of 'outrage' or 'poll bait' questions designed to provoke engagement, AI-generated images, and themes of Islamophobia.
Professor Crystal Abidin, who studies digital creator economies in Southeast Asia, stated that for many such operations, politics is divorced from profit-making, and they are 'for hire.' These creators may use political posts to demonstrate reach for brand contracts or to profit directly from platform monetization. Antagonism and controversial content can be lucrative, attracting viewers who 'can't look away.'
One of the largest groups, with over 117,000 members, is managed by administrators whose profiles indicate they speak Indonesian and are based in Southeast Asia. Another group with nearly 40,000 followers has administrators who appear to be based in India, having previously posted content in Hindi. An account impersonating federal MP David Farley, created recently, also moderated several One Nation-related groups, including those analyzed by Guardian Australia, and promoted cryptocurrency investment schemes alongside AI-generated content. This 'Farley' account was removed by Meta after Guardian Australia contacted the company for comment. A Meta spokesperson indicated they would remove any content violating their policies.