This paper, based on broader digital ethnographic research performed on YouTube, aims at framing issues of online popularity development through the examination of videos and user comments. To explore the phenomenon of beauty gurus I analyse a purposeful sample of 80 videos from the channel Bubzbeauty and introduce an emerged typology of two video categories: tutorials and vlogs. Findings suggest that the strengthening of the guru s role as a popular online personality is the result of two

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... es of influence. The commercial side consists of YouTube as a business platform and is represented by her tutorials. The community sphere, sustained by the power of affective ties with her audience, is represented by her vlogs. I argue that her market value as a renowned guru is built through her knowhow expressed in straight-forward tutorials. Conversely, her social value as an interesting, trustworthy personality is fostered by intimate vlogs.