In recent years, a new term has emerged in the digital landscape – “nakrutka”. This Russian word, which roughly translates to “artificial boosting” or “fraudulent promotion”, refers to the practice of artificially inflating social media metrics such as likes, followers, and views. While the term may be unfamiliar to many, the concept behind it has gained significant traction, raising concerns about the authenticity and integrity of online interactions. In this article, we will delve into the world of “nakrutka”, exploring its origins, motivations, and the potential consequences it poses for individuals, businesses, and society as a whole.

The Origins of “Nakrutka”

The roots of “nakrutka” can be traced back to the rapid growth of social media platforms and the increasing importance placed on metrics as indicators of popularity and influence. As individuals and businesses sought to gain a competitive edge in the digital realm, the demand for ways to boost these metrics grew. This demand gave rise to a thriving market of services and tools that offer artificial engagement, allowing users to purchase likes, followers, and other forms of social validation.

While the practice of artificially inflating metrics is not unique to Russia, the term “nakrutka” gained prominence in the country due to its widespread use and the attention it received from media outlets. The Russian social media landscape, with platforms like VKontakte and Odnoklassniki, provided fertile ground for the growth of “nakrutka” services, catering to individuals and businesses looking to enhance their online presence.

The Motivations Behind “Nakrutka”

Understanding the motivations behind “nakrutka” is crucial in comprehending its prevalence and impact. Several factors contribute to the demand for artificial engagement:

  • Perceived Social Proof: In the age of social media, metrics such as likes and followers are often seen as indicators of popularity and credibility. By artificially boosting these numbers, individuals and businesses aim to create the perception of social proof, attracting genuine engagement and establishing themselves as influential figures.
  • Competitive Advantage: In highly competitive industries, having a large following or high engagement rates can make a significant difference. “Nakrutka” offers a shortcut to gaining an edge over competitors, allowing individuals and businesses to quickly amass a substantial online presence without the need for organic growth.
  • Monetary Incentives: The allure of financial gain is another driving force behind “nakrutka”. Influencers and content creators often rely on brand partnerships and sponsorships, which are heavily influenced by their online metrics. By artificially inflating their numbers, they increase their chances of securing lucrative deals.

The Consequences of “Nakrutka”

While the practice of “nakrutka” may seem harmless on the surface, it carries several significant consequences:

  • Erosion of Trust: Artificially inflated metrics undermine the trust users place in social media platforms. When individuals and businesses resort to “nakrutka” to boost their numbers, it becomes increasingly difficult to differentiate between genuine popularity and fraudulent promotion. This erosion of trust can have far-reaching implications for the credibility and reliability of online interactions.
  • Unfair Advantage: “Nakrutka” creates an uneven playing field, where those who engage in artificial boosting gain an unfair advantage over individuals and businesses who rely on organic growth. This can stifle innovation and discourage genuine content creation, as the focus shifts from quality to quantity.
  • Wasted Resources: Businesses that invest in influencer marketing or social media advertising may unknowingly allocate resources to individuals or accounts with artificially inflated metrics. This not only wastes financial resources but also fails to deliver the desired return on investment, as the engagement received may not be genuine or valuable.

Combating “Nakrutka”

Addressing the issue of “nakrutka” requires a multi-faceted approach involving various stakeholders:

  • Social Media Platforms: Platforms must invest in robust algorithms and detection mechanisms to identify and penalize accounts engaged in artificial boosting. By actively monitoring and removing fraudulent engagement, platforms can restore trust and ensure a level playing field for all users.
  • Education and Awareness: Individuals and businesses need to be educated about the risks and consequences associated with “nakrutka”. By raising awareness about the importance of genuine engagement and the negative impact of artificial boosting, users can make informed decisions and contribute to a healthier online ecosystem.
  • Regulation and Enforcement: Governments and regulatory bodies can play a crucial role in curbing the practice of “nakrutka” by implementing and enforcing laws that discourage fraudulent promotion. By imposing penalties and holding individuals and businesses accountable, regulators can deter the use of artificial boosting.


1. Is “nakrutka” limited to social media platforms?

No, while “nakrutka” is most commonly associated with social media platforms, the practice extends beyond these platforms. It can also be observed in other digital domains such as online reviews, app downloads, and website traffic.

The legal implications of “nakrutka” vary depending on the jurisdiction. In some countries, artificially boosting metrics may be considered fraud or a violation of terms of service, leading to legal consequences. However, enforcement and regulation in this area are still evolving.

3. Can social media platforms completely eliminate “nakrutka”?

While social media platforms can take measures to combat “nakrutka”, completely eliminating it may be challenging. As long as there is a demand for artificial engagement, individuals and businesses will continue to find ways to circumvent detection mechanisms. However, platforms can significantly reduce its prevalence through continuous monitoring and enforcement.

4. How can businesses protect themselves from falling victim to “nakrutka”?

Businesses can protect themselves by conducting thorough research and due diligence before engaging with influencers or accounts. Scrutinizing engagement patterns, analyzing audience demographics, and seeking recommendations from trusted sources can help identify accounts with genuine engagement.

5. What are the long-term implications of “nakrutka” for society?

The long-term implications of “nakrutka” for society are concerning. As artificial boosting becomes more prevalent, the authenticity and credibility of online interactions are compromised. This erosion of trust can have far-reaching consequences, impacting areas such as journalism, public opinion, and democratic processes.


The rise of “nakrutka” highlights