When social media disrupted traditional news structures, it paved the way for the rise of homeless media. Unanchored from legit newsrooms, homeless media produce news content to relay information, mobilize action, or entertain; and they’re rapidly gaining influence and credibility—especially in Indonesia.
Also known as “nomad media” or “Gen Z media,” homeless media are named for their lack of a home website. Where CNBC Indonesia or Kompas have their own websites and servers, homeless media are often entirely reliant on social media platforms like Instagram or YouTube to convey information. If the platform shuts down, so do they.
Borrowing elements from both mainstream media and the influencer economy, homeless media are often run through small, agile operations. They rely heavily on user-generated content, online sources, and rapid posting. As platform-native creators, homeless media deliver breaking news, viral discussions, and live reporting in bite-sized content—easy to swipe, quick to consume, and designed for interactive engagement.
Homeless Media: The Leading Source of News for Gen Z
Homeless media’s ability to simplify complex issues or highlight trending topics suits Gen Z’s fast-paced digital lives, leading to follower counts in the millions. As of this writing, Folkative currently has 6 million followers, while USS Feed, whose bio reads “Your Daily Intake of Everything Trending,” boasts 2.1 million.
These numbers rival mainstream media. For instance, Kompas’ Instagram account has 2.4 million, while Detik.com, which describes itself as “Indonesia’s number one media outlet,” has 4.9 million.
In a survey of Indonesian Gen Z, the top five news outlets are split between mainstream and homeless media. Gen Z’s most preferred news source is Folkative (40%), followed by CNN Indonesia (37%) and Detik.com (31%). USS Feed placed fourth (27%), while Kompas (23%) rounds out the list.
The same survey also highlighted how Gen Z, which comprises about a third of Indonesia’s population, is interested in socio-political news—a need that homeless media outlets, with their memes, graphics, and videos, often about current events, are clearly meeting.
Part of homeless media’s success in capturing Indonesian Gen Z attention is its ability to reach more people and come across as more authentic than mainstream media. Its immediacy and directness come across as more authentic.
Moreover, according to a study published by the Jurnal Ilmu Komunikasi, Gen Z prioritizes visual, interactive, and easily digestible content about things that matter to them, such as social justice, mental health, and sustainability.
One key example of this is What is Up Indonesia. Quick to define itself as “NOT a newsite” on their bio, the account focuses on social issues and politics, using memes and videos to educate and encourage civic action. In the last Indonesian elections, the creator also started an independent movement called Bijak Memilih (or Wise Choice) as a place to discuss political parties and candidates.
Whereas traditional media can feel too formal or distant, these digital pages offer accessibility and speak the language of their target audience—often unfiltered, always relatable.
What it Means for Brands Looking to Reach Gen Z
The rise of homeless media is yet another aspect of the ongoing shift in the Indonesian media landscape, shaped by Gen Z preferences and media habits.
Unlike previous generations, Gen Z is highly selective about the content they engage with. They value authenticity and relatability, preferring content that feels organic rather than overtly promotional. By now, many brands have learned that campaigns that attempt to manufacture virality often fall flat, as Gen Z can quickly recognize when a brand is trying too hard. Homeless media, with their authenticity, reach, and unique style, can play a key role in helping brands resonate with this critical demographic.
Map relevant accounts in your geographic or topical area
Homeless media can be hyper-local, as with InfoJKT24 and Merapi Undercover, or they can revolve around a general theme, like with panncafe or ahquote.
For brands looking to work with this rising class of creators, the best first step is to identify and monitor key accounts that operate in your target cities or sectors. That’s because these accounts are often the first to break local stories and shape public conversation, with a built-in audience already interested in what you may have to say.
Keeping an eye on these accounts can also help you keep abreast of current trends or get wind of community complaints, concerns, or trends before these reach mainstream outlets.
Monitor more than just the numbers
Not all emerging media platforms cater to the same audience. While some focus on niche topics like tech, K-Pop, fashion, or politics, others specialize in broader lifestyle and entertainment content, so it’s worth looking into accounts’ specific niches and practices to be able to get the most out of every partnership. Treat account admins like micro-influencers: know their tone, understand what kind of stories they’re likely to post, and approach them with tailored content.
And as with influencers, sometimes less is more. Simply partnering with the most-followed homeless media account isn’t enough. A compelling narrative seeded to a smaller account with an engaged audience can work wonders compared to a more general post on a bigger account. To succeed, brands need to carefully identify which platforms and content creators align best with their target demographic and key message.
Offer visual content
Homeless media thrives on short, engaging visuals. Brands that want their message amplified would do well to provide image or video content alongside a pitch or statement.
Instead of traditional posts and promotional captions, you can also explore creative collaborations like interactive challenges, trend-driven storytelling, or experiential activations that align with both your brand and the homeless media’s values. When showing pegs or samples, keep text concise and mobile-friendly, so it’s easier for them to imagine—and agree to—your collaboration.
Don’t chase virality
Gen Zs can smell desperation in a brand, and their shifting interests mean that even when it is achieved, virality alone isn’t a sustainable strategy.
Instead, brands should focus on being consistently relevant. This means staying attuned to trends and engaging in conversations that matter with compelling storytelling. Content that resonates deeply will naturally gain traction, regardless of whether it becomes viral.
Treat them as part of your strategic media mix
Homeless media may not be traditional press, but they influence real perceptions. For brands used to engaging with mainstream outlets, influencers and KOLs, homeless media represents a third lane: fast and hyper-local.
Thus, include homeless media in your outreach strategy the same way you’d plan for influencers, journalists, or community radio. They can do especially well at launches and city-specific events, lending a community-centered platform for your brand and message alongside the authoritative tone of mainstream media and the personalized messaging of influencers.
