Cassey Ho of Blogilates shares secrets for success ahead of SXSW
While the world is grappling with the possibility of a recession, people are looking for a way to protect themselves, including content creators. As a result, people are beginning to come to the realization that using only brand deals and sponsorships to generate revenue is not sustainable..
With the possibility of a recession, brand deals and the like aren't known to be reliable even among creators who have established massive followings. Incorporate a recession in the mix, and deals might disappear entirely as an income option for many artists.
Solutions to this ongoing challenge have emerged, including the creation of social media funds like TikTok's. As great as they may seem, they've come under scrutiny for small payouts due to the high variety of creators requesting a share of these funds. As a result, TikTok is actively exploring a new version of the creator fund that gives creators higher payouts, but it is too early to tell whether this revamped variant of the funds will succeed in what the version of 2020 could not.
To understand the underlying principles of how creators can build sustainable businesses free of the restrictions on social networks, we sat down with the queen of entrepreneurship herself--business mogul Cassey Ho, aka Blogilates.
Nearly 12 and a half years ago, an insignificant home pilates YouTube video earned Cassey's elevation to influencer status. She's inspired over 14 million people with her viral videos which were watched more than two billion times.
In the end, Cassey was able to focus on her love of fashion. Now, she has one, but two multi-million dollar portfolio brands, Blogilates and POPFLEX, as well as the partnership with 24 Hour Fitness, where her unique format POP Pilates is taught in gymnasiums throughout the United States. In the agreement is her signature POP Pilates online certification course that Cassey runs on .
By leveraging her audience and adjusting to the needs of her audience by offering a variety of products Cassey is able to create a successful business that has been trending for over 10 years.
Explore the Q&A with Cassey to learn more about the ways she's diversified her sources of income through digital products, physical merchandise as well as other sources.
Note: The responses are lightly edited for clarity.
How do you pitch the elevator song you use?
It is possible to say that I'm a style and fitness businessman. My first venture was on YouTube as an instructor of pilates. Across all platforms I have more than 14 or 15 million followers as well as 2 billion views. I essentially got my career started by offering free home training videos to the public, however this was not my main goal. I've always dreamed of being at the forefront of fashion. I started teaching workouts that helped build a community after which I was able return to my initial love of fashion. The people I taught to were asking me for yoga mats, clothes, and clothing and I started to outfit my students. And it's just been such a beautiful journey how social media led me back to my original interest. My yoga mats can be located at Target under Blogilates. POPFLEX is my clothing company.
Let's dig in and understand what you learned from your social media experience. What led you to ultimately start the YouTube channel?
I worked as a freelancer instructing pilates in college, POP Pilates specifically, which is done to music, however, at that time no one taught that style of Pilates. Pilates was taught to the absence of music, or only to classical music. That's why I taught in 24 Hour Fitness, and I was graduating, and at the time I was offered a job to teach in Boston and knew that I needed to relocate across the nation and there was no way to teach this type of pilates anymore. In light of that, I decided to record a ten-minute workout and then put it up on this YouTube website in 2009. The video was intended for just 40 people in the gym. That's it. Then, after I uploaded it, I never looked at it until a few months later. It received thousands of views and hundreds of comments asking for more, and that's the main reason for Blogilates!
What has your approach to utilize social media evolved for you since starting Blogilates back in the year 2009?
In 2009, it was YouTube was the form of video. Facebook was where you created a community. It was a nice location back in the day. Over the years, we've had various social networks come into play as well, and frankly, it's been absolutely tiring, but you have to be able to stay relevant in the changing platforms. You must figure out the best way to reach the people who are on them and also how you can create content on each one. It is essential to continue playing the game, but remember that social media, at the end of it all is an instrument. Therefore, it is dependent on who's watching you on this tool. However, generally speaking, I think it's an excellent thing since it puts barriers to the door and no one is gatekeeping you from your accomplishments. You can keep trying and testing until you come across a kind of content that is effective but you continue trying to do it and do it better every single time.
What's changed since you first launched in 2009? In terms as a creator on YouTube?
So much has changed! In 2009 it was not a thing; making profits through brand partnerships wasn't a thing; AdSense wasn't even a thing back then. YouTubers uploaded videos on YouTube as a way to show their knowledge and funny moments as well as their own content. That was it. The goal wasn't to become popular or being a YouTuber. Now, in 2023, the landscape is quite different and, in many ways, I'm convinced that there's less authenticity.
Many people want to be influential or create because they're chasing recognition and fame. Their self-worth is driven by the metrics, and it makes me unhappy to think of this because many of the original creators who began in 2009 were looking to connect. That's why I was there. I wanted to teach POP Pilates. That is why Blogilates has existed for fourteen years now. The company didn't die as you can see taking place a lot in the case of new creators. The landscape is different, and much more competitive. It's also fantastic for entrepreneurs because it doesn't require relying on traditional media or advertising to make your name known there; you can start connecting with people just using your smartphone and making an TikTok short, YouTube video or an Instagram Reel.
How was it when you started earning income via YouTube? Did you have a system that you could use to earn a sustainable earnings? If yes, please provide us with the details of your plan?
In all honesty, I'm not sure if it was a true idea or not. I always had a job on the side. There was no plan to be a full-time contributor with YouTube. I was working behind the scenes, whatever it was, whether that was selling merchandise or my first and last corporate job. Therefore, I did not make a plan. But in the beginning, I started to realize that YouTubers and bloggers had been receiving brand contracts but I didn't realize that having an agent or a manager, was a possibility. One of my bloggers said to me "Don't stress about it; you don't have to go out, just keep building your following and they'll come.' So that's exactly what transpired. I don't know if I considered that a plan however, I did my best to focus on my audience and served them by putting out amazing content I was strongly about, and everything else was born from this. AdSense, brand deals, and everything make up my revenue stream, but nowadays, it's just a tiny fraction of my revenue total because the product is the main thing.
Did that happen consistently with you? Or did it begin primarily via social media?
The beginning was probably more divided because I was always creating yoga mats or bags with brand names. Brand deals were present and would grow in the beginning, however when they increased and I became unhappy. I wasn't a fan of them brand deals because typically when you sign up for brand deals, you're bound together with a firm who doesn't know or respect your ideas It's like you go through all the bullet points on the brief, but you submit the content, which knocks off every single bullet point, and then they're looking to make an adjustment since they aren't happy with the way it's being presented. It constantly felt like people telling me the things I should or shouldn't do with my own content as well as my readers. I became so unhappy doing brand deals, so it has been my goal over the past few years to get off of these deals , and instead focus on talking about my personal branding.
Let's discuss the algorithm. Do you think algorithms have affected your capacity to earn income over social networks?
Since I began making video designs a year a half ago, the way the TikTok algorithm or YouTube algorithm functioned, and maybe not so much the Instagram algorithm. But it could decide the fate of an item and how quickly it's likely to be sold out. As an example, we saw one of our legging videos explode in popularity to gain more than at least 25 million or more views in a matter of minutes, and sold out of the product in just a few hours. However, sometimes a post will go viral for one platform but not on another, and it's exactly the same thing. It's intriguing to know how it performs however, and I'm not sure it's because my audience is different on each platform, but I think it's because, as an example, TikTok has this high likelihood of becoming viral due to the fact that it can serve the same audience regardless of the audience, it's interesting. The algorithm plays an important role in the way that videos perform as well, which is why it plays significant roles in selling. However, when you remain focused on creating a high-quality product that's what my team and I does every single day, you don't need to watch the videos that go viral. These are nice, but my company doesn't rely on being viral. It relies on an excellent product.
As time goes on, creators will realize they have to utilize social media to be more of an audience builder and traffic source rather than a direct monetization tool like what you've already been able to achieve. What's your opinion on this new trend?
You want to be able to offer something worthwhile to the people who watch you. It is essential to provide something of value, be it for entertainment or education. It's not possible build a following if you're just going to seek to get money out of them. That's why whatever you're doing for those of you listening to this moment: What is that something you can share with people that they're going to take home and be able to remember? Just keep trying to help your audience, and then when you are ready to launch the product, they'll remember those times that you helped them. They'll be eager to be part of your journey as you launch that product. In my case, even though this wasn't my strategy this is what actually happened.
Free YouTube videos over a time period of about a decade while also creating products and fans seeing the journey of the product and want to be a part of the process. Then, by including them in the design process, I've made this thing I'm doing a true community.
Most creators out there think that their only option to earn cash is to make affiliate deals on social media. What are the best places to suggest creators diversify their income streams?
We'll list all ways that creators can diversify their revenue streams. Naturally, there are brands and you can also use AdSense on YouTube as well as TikTok's creator fund. Creators may also consider the creation of products and items in addition to digital products like a service or an online course on . In the end the day, you have be able to determine what value are you providing. What is it that people are willing to pay for? must ask the question, because you can make free content however, you shouldn't be giving the entire world for free. In the event that you do, you'll get exhausted. In addition, research is a proven fact that when a person decides to purchase something, they're more likely to follow through with the action than if it is offered for free.
It's crucial to determine what the value is and then package it up into something such as a service, an item, or an article of content.
How did you increase the reach of your audience on social media to benefit POPFLEX as well as your Blogilates product line at Target? How have you funneled traffic from social media to your website?
It is my job to show them exactly the way I came up with an idea. When I show off the coolest piece of clothing, I'm certainly not saying 'oh this is a nice sweater. Buy it. Also, we aren't trying to sell the product to the public. We're educating them. I create products to address issues. I incorporate them into the design process, which helps to involve them throughout the process and involve in the process. Their design requests go to product development, then we turn it into a reality. happen, and through that we establish trust with my clients. We're not just treating them as clients, but we're treating as co-designers. It makes the journey fun for everyone.
In terms of shifting my followers from my social media accounts to my site, I focus on what is obvious, such as putting links on my Instagram. For example, tagging your products. The use of links is to shift my followers from social media to my site. I also use other content creators who present my items, as well as represent how my clothing can fit women of all shapes and sizes. Yes, the content we create will draw my customers towards my site. Additionally, I utilize newsletters for generating a large number of sales.
Where did you begin on ? Why did you decide to design Your Pop Pilates courses on ?
I had been desperately searching for a site that would offer my instructor training course, and at the top of this show, I discussed about the possibility of teaching POP Pilates at 24 Hour Fitness. In the next few years and POP Pilates becomes the official Pilates program at every 24 Hour Fitness in the US. This is why I wanted to find an online software or portal to host all of instructors as well as share the choreography, and I could not find any. It was while listening to Chalene Johnson's show on her podcast. She was talking in a casual manner about something when she made reference to . And that's how I learned about it ! It was really the only platform that would allow me to do the things I had to do on the scale required to accomplish that's why I'm always thankful for that.
Examining the landscape of creators as a whole. What are some of the most common mistakes that creators commit in this situation?
I see creators making many mistakes in the present however the most common problem I'm seeing is that sometimes creators get a great deal of popularity and an enormous audience. But then the moment comes that they sign brand agreements and their content begins becoming very unnatural. Of course, they need a paycheck as well as pay their bills and pay for their bills, but at the exact that they're losing confidence with their followers. It's happened to me. of content] degrade the brands of creators. Additionally, I'm curious to see how building a creator career based on an other career develops. For example, a teacher becomes an influencer. The entire success of a teacher is based on being a teacher, but what happens when they quit teaching because they've become so successful [as a creator]?
The answer is simple: Begin a class on .
What is one thing the creators don't seem to be doing enough?
Everyone tells me every day that people want the same thing you offer. People want to create a brand so that they don't have to think about competing brand names all the time. But here's the truth I'm of the opinion that to want that, you have to want to run an enterprise that is based on products. I think every creator that has built a following should be able to offer a item or service. This is definitely the place creative people should focus their efforts, but you need to believe and live your product. If you don't, your product is going to be really hard to sell.
What advice do you can offer someone who is new to this path who is looking to get started with their digital offerings?
I believe it is a reference to the point I made earlier about figuring out the worth you provide to your audience in the first place, then finding how to package it up so that they can buy it. You have to know what the value is. If you're still not sure, that is acceptable. You can test out what that thing is through free content. It's about feeling out your target audience. I do want to say that you should be cautious in not let your audience steer you in a direction that you aren't comfortable in. If you don't pay attention to the numbers too much and you are too influenced by the opinions of others and you lose your own identity. You can lose your purpose as you lose sight of what you stand for anymore This is a major reason that creators become burned out. Creators who do this become unhappy because they no anymore live their lives for themselves. They're creating and living for another person. Be aware of all signals, not just your heart. At the end of the day, you must be creating content that makes you happy because otherwise, it's unlikely to be sustainable.
Take control of your future with digital goods
It's evident that the future of the creator's success depends on diversifying income streams to establish sustainable businesses, much as Cassey has done.
By using digital tools, including online classes, as well as brands and physical products, Cassey has been able to make an impact across the globe, and eventually, take control of her own destiny.
If creators are beginning following suit, the way they use social media will begin to evolve. They will use it less as a tool for the purpose of monetization, and instead as an avenue to direct their audience to other, trustworthy sources of income, such as digital goods.
"The most significant role that HTML0 has played is to help me build a vibrant instructor community for Pop Pilates." - Cassey Ho
It has helped over 55,000 creative entrepreneurs to earn a collective $4.9 billion. And, that number grows each minute.
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If you want to know more about how to master your destiny and excel as an entrepreneur or creator, catch Cassey as well as Matt Steffanina, 's President/CPO Sean Kim, and Jim Louderback at the sponsored stage of SXSW next month.
If you're ready to start increasing your revenue through digital goods, try them your luck your options with the free trial of 14 days.