They mean ‘this is a made up story that is exists because it encourages engagement with itself.’ Social media has done fucking numbers on the commodification and quantification of social interactions as a result of letting the internet be dictated by mostly unfettered advertising and capitalist priorities.
Pretty sure they mean that this post is "rage bait" or something similar - controversial content that is designed to provoke arguments in the comments section. For example, the "from the river to the sea" comment could provoke comments about the war in Gaza. Or the entire post could provoke arguments about whether it is good or bad to participate in social media.