Have you ever heard of YouTube beauty gurus? Chances are that if you are a woman and like makeup, you have seen videos online showing how to do all sorts of ‘looks’. The producers of these videos call themselves beauty gurus.

They form an informal group, which means that there are not boundaries separating them and other YouTube content producers. A guru exists because other gurus acknowledge her videos and this acknowledgment happens through channel subscribing.

Channel subscription is a way gurus come to know who is who among the many that dedicate hours every week creating these video tutorials. The number of subscribers shows if a guru has a higher or lower reputation. Reputation is a way gurus demonstrate admiration for those who know more than them. Through this process, if a person likes a certain channel, she can find others by looking at that channels’ subscribers.

I conducted a little fieldwork on YouTube studying beauty gurus fifteen months ago and at that time (spring-summer of 2011) I saw my informants’ channels acquiring dozens or hundreds of subscribers every month. This week I visited some of these same channels and, to my surprise, their subscription base has barely changed.

I reckon the main cause for this is the recent arrival of Google+. YouTube, which is part of Google, operated until 2011 as a social networking site; that’s what allowed gurus to navigate through each other’s contacts as we do on Facebook. This element has been extracted from the service possibly to promote Google+, the company’s latest attempt to fight Facebook’s hegemony in the business of social networking sites.

Google is right in wanting to add social elements to its popular services, but as Google+ is struggling to reach a larger audience, the company may be unintentionally killing that that it is pursuing: a rich and vibrant group of users. At least on YouTube.