Cassey Ho of Blogilates shares strategies to be successful prior to SXSW

With the prospect of a recession, everyone is searching for ways to safeguard their businesses. This is especially true for content creators. That's why many are coming to the realization that the sole reliance on brands and sponsorship agreements to generate revenue is not sustainable..

The possibility of a recession is a distant thought. Brand deals along with similar offers aren't known for consistency--even for those creators who have large followings. If you add a recession to the mix and deals may be eliminated completely as a way to generate income for a lot of creators.

Solutions to this dilemma have emerged, including the development of social media funds that are similar to those of the one TikTok has. While the funds appear they've been criticized for their small payments due to the high variety of creators wanting to contribute a portion of the funds. In response, TikTok is actively exploring a creator's fund which promises creators more money, but it is not yet clear if this revamped version of the fund can be able to do what the 2020 version did but not.

In order to get at the heart of how creative people can build viable businesses free from the limitations which social media can bring We sat down to chat with the hero of entrepreneurship herself- Business mogul Cassey Ho, aka Blogilates.

About 12 and a half years ago, a tiny Pilates at home YouTube clip brought Cassey to her status as an influencer. Her videos have inspired over 14 million people through her YouTube videos, which were viewed over two billion times.

As a result, Cassey could focus on her passion for fashion. Cassey now has not only two, but two multimillion dollar portfolio brands: Blogilates and POPFLEX and in addition to a collaboration with 24 Hour Fitness, where her distinctive style of POP Pilates is taught in gyms across the country. The agreement includes the renowned POP Pilates online certification course and certification program, which Cassey operates through .

With the help of her fans and adjusting to the needs of her audience by offering many different products Cassey can build a successful business that has been in the news for more than a decade.

Explore our Q&A with Cassey to learn more about the ways she's diversified her income streams through digital products, physical merchandise, and more.

HTML0 Note The responses were edited lightly to improve the clarity.

What's the song that you employ?

It is possible to claim that I'm a style and fitness business owner. My first venture began with YouTube as pilates instructors. On all platforms, I am averaging 14 million and 15 million customers with 2 billion views. I began my professional career with a free set of home workout videos to users, but it wasn't really my intention. Always wanted to be stylish. When I started my teaching classes, built a community following which I could get back to my original desire to be a fashionista. My students wanted yoga mats and clothes and that's why I chose to dress my students. It's been wonderful journey in observing how social media led me back towards the yoga I was originally drawn to. My yoga mats can be purchased at Target under Blogilates. POPFLEX is my company for clothes.

Let's look at your experience at how social media can enhance your experience. What made you choose to launch your YouTube channel?

I worked as an instructor part-time teaching pilates in the college years, and POP Pilates specifically. This is a form of exercise that involves music but at the time, there was no teacher for this type of Pilates. Pilates involves no music or to only traditional music. That's why I was teaching at 24 Hour Fitness, and I was about to graduate in the same year, at which point I was offered a position to teach in Boston and realized that I would have to move to another nation, as no one was going to be teaching this form of pilates any longer. So my decision, I recorded a ten-minute workout and then upload it to this YouTube website back in 2009. The video was intended for only 40 people who were in the fitness center. That's it. Then, after I uploaded it, I never revisited it until about a month later. The blog received thousands of views in addition to hundreds of users asking for additional information. This is what drives Blogilates!

What has your approach using social media affected your life after you began Blogilates in 2009?

In 2009, there was YouTube as a form of video. Facebook was a place to build a community online. It was an enjoyable space back in the days. Over time, we've seen different social media platforms come into play which has very exhausting. But you must maintain your relevance by adapting to the latest platforms. It's your responsibility to decide what you will tell your followers in each, and how to create content for each. It's crucial to keep doing what you're good at, but social media at the end of the day, is just a tool. Therefore, it is dependent on individuals who watch you utilize the platform. However, for the most part I believe it's beneficial because it is able to break down barriers and everyone is not stopping you from your accomplishments. Keep exploring and testing until come across a kind of content that you like but you continue striving to enhance it every time.

What's changed since your first launch back in 2009 ? What's changed in the process making videos on YouTube?

It's been quite a while since we've had a significant change! In 2009 it was not an option to earn profits via brand partnerships was not something that was happening; AdSense wasn't even a feature prior to. YouTube users uploaded videos on YouTube for the simple reason of wanting to showcase their talents along with their hilarious video clips and other content they made. That was it. It wasn't about getting famous or becoming YouTube stars. The year 2023 is the landscape is so different, and it's quite different from the previous year in many ways. There's probably less authenticity.

There are people who want to be influencers or creators as they're seeking fame and attention. Their self-worth is based on figures, which is a bit depressing to think of that because most of the early creators who began in 2009 wanted to make connections. That's why I attended the conference. I was looking to instruct POP Pilates. This is the main reason Blogilates is around for 14 years now. Blogilates didn't cease to exist, and that is taking place a lot in the case of brand new founders. It is my opinion that the marketplace is different, and much more competitive. This presents a fantastic opportunity to entrepreneurs because they do not have depend on traditional media or advertisements for getting your brand to all the world. You are able to start communicating with potential customers using your phone and create an TikTok as well as YouTube short, and Instagram Reel.

What was your experience as you began earning income through YouTube? Did you have a plan that you could use to make a steady income? If so, can you share the details of your plan?

Sincerely I'm not certain if it was a true idea or otherwise. There was always work on the side. It was never to go all-in on YouTube. I did something behind the scenes, whatever it was, whether that was selling products or doing my first and final corporate job. This is why I didn't have plans. But in the beginning, I noticed the fact that YouTubers as well as bloggers were signing brand agreements but I had no idea that signing a brand agreement the idea of getting an agent, perhaps even a supervisor could be a possibility. A blogger friend of mine said "Don't stress about it; you don't need to be out. Keep growing your following and they will remain there.' This is exactly what transpired. It's hard to say if consider that to be the best strategy but I was totally focused on my followers and worked to provide them with high-quality information that I was passionate about. Everything else resulted from that. AdSense, brand dealsand anything else are a part of my revenue streams, however, they make up just 1% of my revenue total since it's the primary aspect.

Did that happen consistently for you? Did it start via social media?

The initial phase was more than a split, because I was always creating bags and yoga mats and there were brand contracts being planned and would rise, however when they grew, I found myself less content. I was not a fan (brand agreements) as in the majority of agreements you're bound by a firm that just does not understand or respect the direction you're taking; you follow the bullet points in the brief but submit your material and slash off each bullet points. In the end, they're trying to make a change because they are unhappy about the manner it's delivered. There was a constant feeling that people were telling me the things that I can and should not do with the material I created and my audience. I became so unhappy with the brand agreement and it's been my intention over the past several years to eschew these agreements and concentrate on speaking about my company.

Let's talk about the algorithms. Are you of the opinion that algorithms have affected your capacity for making money on social networks?

Since I began making videos about two months ago, I realized that how the TikTok algorithm, or the YouTube algorithm performed, may less so in the Instagram algorithm. It can determine the future of a product  in terms of how quickly it will sell. We've had one of our legging video explode in popularity to gain more than at least 25 million views which was quickly sold out in two hours. Sometimes, a post will go viral on one platform, but won't on another, and it's the same video. It's interesting to see what happens however, and I'm not convinced that this is due to my intended viewers being different on each platform. However, I'm convinced it's because, as an instance TikTok is a high-risk platform of becoming viral due to the fact that they're capable of serving an audience that is similar to the one on TikTok however, whatever the reason this is fascinating. The algorithm is a major factor in how videos work as the reason it plays a big role in sales. However, should you keep focusing on creating a high-quality product, that's the way my team and I are doing every day it's not necessary to look at the videos which go to the top of the charts. These are nice videos, however my company doesn't rely on the virality of their content. Instead, it relies on a great product.

As time goes on the producers will be aware that they have to utilize social media as an avenue to increase the number of followers and as a traffic source , rather than an instrument for direct monetization like you've done. Do you have a view regarding this trend?

It is important to provide something for your audience. It's crucial to offer something of value, be it for entertainment or educational purposes. It's not possible build a following if you're just going to try to extract cash from the people. This is why you should be thinking for those that are here today: What is that item you're sharing with others that they'll want to carry home with them and be able to remember the significance of? Just keep trying to help your clients. When you're ready to launch your product, customers will be able to remember your assistance to them. They'll be eager to become an integral part of the journey when you introduce your product. For me, while this wasn't the plan I thought of this is what actually transpired.

YouTube videos are available are available on YouTube are free to watch over the course of a decade in the creation process and viewers who are observing the process of the product, and want to be a part of it. The end result is that by engaging them in the design process The project I've designed is a genuine community.

The majority of creators think that the only way to earn money is via brands and affiliate agreements on social media. Which are the top locations to recommend creators diversify their sources of income?

We'll list all the ways creators can diversify their sources of revenue. Naturally, there are companies and you are able to use AdSense on YouTube along with the creator fund of TikTok. Creators may also consider making products and merchandise, or digital offerings including a service, or online class on . When you're done with your working day, it is important to consider what is the value you're providing. What are people willing to purchase? You must consider this since it is possible to create content that is free, but you can't give all of your content free of charge. If you do, you'll get burnt out. In addition, research is a proven fact that when an individual decides to purchase an item, they are more likely to remain by doing what they say than when the item is provided at no cost.

   I believe it's essential to define what your worth is prior to putting the worth into something that could be a service an object, or content.  

How did you increase the reach of your social media audience for POPFLEX and your Blogilates collection of items which are sold at Target? What is the best way to direct people via social media to your website?

I'll explain to the crowd the process I used to come to the concept. When I show off an awesome piece of clothing, I'm more than just saying 'Oh, this is great piece of clothing. It's a must to buy. We don't even sell to our audience. We educate them. I create in order to solve problems. I include my clients in the process of design that helps involve them into the process, and to be involved in the procedure. Their design requests are passed on to the development team and we then help to make things happen. This is done by doing so, we build trust between my clients. They're not treated as clients, but rather like co-designers. This allows us to make an experience that is enjoyable for everyone.

In terms of moving my followers from my social media accounts to my site, I focus on the basic things such as putting up on an Instagram link. For example, using tags to promote your products. I use links to move my audience from social apps to my site. In addition, I utilize other content creators to show off my products, as well as represent how my clothing can fit women of all different dimensions and sizes. My content is designed to draw clients to my website. Also, I use a newsletter that generates a large amount of sales.

How did you get started ? What inspired you to develop the Pop Pilates courses on ?

I was desperately searching for an online platform that could provide the instructor training program I had developed, and just prior to the start of the program I talked about the possibility of teaching POP Pilates at 24 Hour Fitness. In the next few years, POP Pilates becomes the principal pilates program of 24 Hour Fitness centres across the US. This is why I wanted to locate an online program or portal which would host all instructors as well as provide the dance routine. But I didn't come across any. It was while watching Chalene Johnson's radio show. The host was discussing something and she mentioned . Then I found out about it ! It was the only platform that allowed me to do the work I needed to accomplish at the size required to do so and I'm grateful for that.

Examining the landscape of creators all over. What are the most frequent mistakes creators commit in this environment currently?

Some creators commit numerous mistakes, but one of the biggest issues I'm seeing is when creators can gain an audience and gain traction. Then, they realize that they sign brand agreements and their content becomes extremely unnatural. They're sure they'll need a pay check, and need to make payments and pay their expenses, but in the process, they're losing credibility [with their audienceand their audience. It's been my experience that this type of content] diminish the image of creators. Also, I'm keen to learn how the professional life of a creator that is based on other professions plays out. A teacher, for instance, is now an influencer. The whole rise in popularity is due to being an educator, but how do they go about resigning when quit teaching due to their becoming popular as a creator?

What are we suggesting? Get a group started on .

What's one thing that the creators aren't doing enough?

Everybody tells me all the time 'Everyone wants something similar to what you have. Many would like to establish a brand in order to not be constantly talking about other brands constantly. But here's the truth, I would suggest that you be passionate about it. You need to be motivated to run a business that is based on products. My opinion is that every musician who has built an audience should have an product or service. It's definitely where creators should be, and it's important to consider yourself a fan and live the product, because without it then your product will prove become very difficult to sell.

What's a piece of advice you'd give someone just starting out to this path who is looking to get started with their digital tools?

It is akin to the point I made earlier, namely, determining what the value is you provide to your audience prior to figuring out how to convey the information in a manner that people can purchase it. You have to be strong in what that is. If you're not certain you're not in a hurry, it's fine. You can test out how it works with the free content. The key is to feel out the people who are watching your video. It's important to remember that you must be careful when letting your viewers direct you to a path that isn't something you feel confident into. If you aren't paying close attention to the stats too close and you don't pay attention to the remarks too much and you are losing your personal persona. You could lose your purpose, and you don't know your values, and this is one reason why artists burn out. Creatives who lose their motivation feel unhappy because they can no longer live in their own way. They're creating and living for another person. Be aware of all signals that are coming from your heart. The bottom line is that it is essential to create contents that are enjoyable for you or else this will likely end up in the midst of failure.

Your own fate digital products

The future of creator success depends on diversifying the income stream to create sustainable businesses, much the as Cassey did.

With digital services, such as online courses, in addition to physical merchandise and brand deals, Cassey has been able create a positive impact on the world, and, ultimately, control her future.

If creators are beginning following suit, the way they make use of social media is bound to evolve. They'll use it more as a means of the purpose to monetize their content, rather than for directing viewers to more reliable sources of income such as digital merchandise.

"The greatest contribution that I have made has been helping me build an active instructor community in Pop Pilates." -- Cassey Ho

Already, it has supported more than 55,000 entrepreneurs who have earned an estimated $4.9 billion. This number is growing each minute.

The middleman is gone so you can keep all of your earnings and control your customers, the way of doing business, as well as your brand name.

For more information on how you can own your destiny and succeed as an entrepreneur and creator Catch Cassey, along with Matt Steffanina, 's President/CPO Sean Kim, and Jim Louderback during their appearance on the stage for sponsors at SXSW in the coming next month..

If you're thinking of diversifying your earnings through digital services, check them out and explore your options using the trial for free for one week.

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