Cassey Ho of Blogilates shares tips for success before SXSW
In the midst of the possibility of a recession, people are looking for ways to safeguard themselves, including the creators of content. As a result, many have realized that working with only brand agreements and sponsorships for revenue generation is not sustainable..
An upcoming recession may also affect brands, deals with brands and similar agreements don't have a reputation for consistency, even for creators who have established significant following numbers. Throw a recession into the mix and deals could cease to exist as a means to generate income for a lot of artists.
Solutions to the problem are being developed, one of the solutions are Social Media Creator Funds comparable to the one TikTok has. Though they're not exactly what they appear like a great idea, the company has been criticised by users for their low payouts due to of the huge amount of creators who want to share of these funds. To address this, TikTok is actively trying to test a new creator fund which will offer creators higher payouts. But, it's not yet clear if the revamped version of this fund is able to do what the 2020 version did not.
In order to understand the fundamentals of how creative people can develop sustainable businesses free of the limitations on social media, we sat up a meeting with the queen of entrepreneurialism herself, the business mogul Cassey Ho AKA Blogilates.
About 12 and a half years ago, an insignificant home pilates YouTube clip made Cassey an the status of an influencer. Her videos have inspired 14 million viewers with her videos that were watched more than two billion times.
The end result was that Cassey could focus on her fashion obsession. Cassey is now not just two but two million dollars portfolio brands, namely Blogilates as well as POPFLEX as well as to her partnership with 24 Hour Fitness, where her unique format POP Pilates is taught at fitness centres across the United States. The agreement includes her well-known POP Pilates online certification course which Cassey is the host on .
With her ability to leverage her followers and adapt to the needs of the audience with a range of options, Cassey has built a business that has been in the spotlight for over 10 years.
In to the Q&A with Cassey for a closer analysis of how she's diversified her earnings through physical and digital merchandise and other avenues.
HTML0 Note the responses were slightly edited to improve the clarity.
What's your favorite elevator tune? use?
It is possible to say that I am a fashion and fitness business proprietor. My first venture was on YouTube as an instructor of pilates. In all my platforms, I am over 14-15 million followers with two billion views. I began my journey by offering free home exercise videos for users. However, it wasn't really my intention. I've always wanted to be fashionable. I began teaching yoga, built a community, and after that, I was able get back to my original desire to become a fashionable. My audience was asking for yoga mats and yoga clothes as well as clothing, so I began to dress my audience. It's been wonderful journey that social media brought me back to my initial passion. Yoga mats can be found at Target in the category of Blogilates. POPFLEX is my brand to sell clothing.
Let's look at the social media aspect of your life. What led you to ultimately begin your personal YouTube channel?
I had a side job instructing pilates at college. POP Pilates specifically. The format can be performed by using music. At the time there was no instructor teaching that format. Pilates was performed with not any music, or simply traditional music. That's why I taught the class for 24 hour Fitness, and I was about to graduate, and at the time, I got a job teaching in Boston and knew that I needed to relocate across the nation and it was impossible to be teaching this kind of pilates again. Because of this, I decided to create the exercise in ten minutes, and put it up on the YouTube website in the year 2009. It was just for forty participants at the fitness center. Then, after I uploaded it the video, I did not take a look until several months after. The video received millions of views and thousands of people asking for additional information. This is the main reason for Blogilates!
Have you made any changes to your approach to using social media changed your life since you started Blogilates back in the year 2009?
In 2009, YouTube employed to produce video as well as Facebook was the place for forming communities. It was a nice spot for a while back. Over time, we've had many different social networks come into play the past and that's been quite a bit of work however, you must stay relevant and adapt to the new platforms. You have to determine what you can say to people who are on them and how you make content that is appropriate for each. Keep playing the game and remember that social media at its core is a tool. It all depends on who's following you via that tool however, generally speaking, I consider it to be an advantage since it can break down walls and there is no barrier that prevents you from your achievements. You can keep testing and testing until you discover a form of content that is effective which is why you continue working to improve it each time.
What's changed since the time you launched in 2009? As a creator on YouTube?
It's been some time since we've witnessed any major changes! In 2009 it was not an option; earning money via brand deals wasn't a thing; AdSense wasn't even a feature back in the day. YouTubers posted videos to YouTube to fulfill the purpose of wanting to share their knowledge, their funny momentsand the content they posted. That was it. The goal wasn't to be famous or becoming YouTube stars. Fast forward to now, 2023, and the scene is so different, and in many ways, I'm certain it's not quite as true as the original.
A few people seek to become influential or even create due to the desire to be recognized and admired. The self-esteem of these people is based on these metrics, and it makes me feel sad when I think of this because many of the original creators who were first beginning their journey in 2009 were there to get to know each other. It was the reason I attended. I was looking to instruct POP Pilates. And, I believe that is why Blogilates exists for over 14 years at present. It hasn't ceased to exist as you can see taking place a lot in the younger bloggers. The market I see is becoming more competitive and distinct. This is a great business opportunity as it doesn't require relying on traditional media and advertisements to make your business known. Start making connections to your target audience by making a simple switch to your phone and then creating your own TikTok brief, YouTube video as well as an Instagram Reel.
How was it the first time you earned money via YouTube? Are you able to suggest a method that you can use to generate a consistent income? If so, could you give us the specifics of the plan?
Truthfully, I'm not sure that it was a real notion or not. I had always had work as a side hustle. The goal was never to become fully-time contributor to the world of YouTube. I worked behind the scenes regardless of whether I was selling things or working my last and most important job as a company employee. Therefore, I didn't have a plan. In the beginning, I started to realize the fact that bloggers and YouTubers received brand contracts, however I wasn't sure if finding an agent or even a manager was at all likely. I recall one blogger told me "Don't worry about it, there's no reason to reach out, just continue to build your followers and eventually they'll come.' So that's exactly the situation that occurred. I'm not sure if I considered that a plan however, I concentrated on my audience and helped them by putting out amazing content I was strongly about, and everything else grew out of it. AdSense, brand deals, as well as other things make up my revenue stream however, it only makes up a tiny portion of my total revenue since it's my primary source of income.
Did that happen consistently for you? Did it begin primarily through social media?
It started out probably more than a division because I was constantly designing yoga mats and yoga bags and brand partnerships. They were always there and they would increase in the beginning, however as they grew in number, I was also becoming more unhappy. I wasn't a fan of them [brand deals] as often, when you sign up for brand deals, you're bound up with a business that does not fully believe in the vision you have. This is like going through the bullet points of the brief, and then submit your content and knock off every bullet point. Then they want to make an adjustment since they aren't happy with it. There was a constant feeling that people were telling me which I should or shouldn't use my own material and also my readers. I became so unsatisfied by brand agreements that I've made it my intention over the last few years to get rid of such agreements and instead focus on promoting my brand.
Let's now talk about the algorithm. Are algorithms affecting your chances of earnings from social networks?
Since I began making videos about a year and half ago, I was able to see how the TikTok algorithm or YouTube algorithm performed, and maybe but less so the Instagram algorithm. It could decide the fate of an item and determine how quickly it's likely to become a successful bestseller. As an example, we saw an embarrassing video climb the roof and gain over 25 million views in a matter of minutes. We also sold out of the product within about two hours. Sometimes, an article can be viral on one platform however not in another which is the same post. It's interesting to learn the results in this regard, and I'm not convinced this is due to the fact that my users are distinct on different platforms I'm convinced that this is due to the fact that like TikTok offers a higher chance of virality because they are in a position to reach the same viewers regardless of the audience this is the situation, and it's interesting. The algorithm plays a significant role in the performance of videos in terms of performance, which is why it plays a significant role in selling. However, when you remain in the pursuit of a top-quality product that I and my team does daily, you don't need these viral videos. These videos are fantastic, however, my business doesn't depend on making it popular. Instead, it relies on the quality of its product.
It is our expectation that in the future, creatives will be aware of the need to utilize social media as an opportunity to grow their audience and to increase traffic sources rather than as direct monetization tools like what we've seen you get. Are you able to comment on this trend?
You want to be able provide something valuable to the people you serve. It's essential to give them worth, whether it's in the form of entertainment or educational. There's no way to create an audience if you're only going to attempt to make profits from them. That's why whatever you're doing for those of you listening right now: What is that element you convey to the people you're talking to that they'll be able to carry home and remember? Just keep trying to aid your customers and then when you're ready to launch your product, they'll think of the time you help them. They'll want to be part of the process as you release your product. For me, even while it wasn't what I had in mind it was what happened.
YouTube free videos for the course of a decade in addition to during the process of designing products and those who are aware of the process of the product and are eager to be a an integral part of it. Then, by including their suggestions in the design process , and making this product I'm doing an authentic community.
Most creators think the only method to earn money is through affiliation agreements with social media. What are the best places to suggest creators diversify their income sources?
Let's list out all of ways for creators to diversify their sources of income. There are obviously brand-name deals, as well as AdSense on YouTube as well as TikTok's creator fund. Creators could also look into creating merchandise and products and digital goods like services or online courses for training . At the end of the day, you need be able to evaluate the worth of what you offering. What do people want to buy? must ask this question since it is possible to create content at no cost, but you cannot give away everything without cost. If you try, you'll be exhausted. In addition, research is confirmed that when someone purchases something, they're more likely to stick with the purchase, even if they receive it for free.
I think it's important to identify what your value is before putting it into something else, which could be a service an item, or data.
How have you managed to increase the number of people who follow you on social media to help promote POPFLEX as well as your Blogilates line of products that are available at Target? How have you directed visitors from social media onto your website?
I will show the audience how I came to the concept. If I am showing off an awesome sweater, I'm not just telling them 'Ooh I've an awesome piece of clothing. I suggest you buy it.' We don't even market to our readers. We're teaching them. I design to solve issues. I include them in the design process that helps in bringing them in the design process and also to include them in the end result. Their design requests are passed on to the team working on development, after which we aid in making it occur, and by creating trust with my clients. We don't just treat them as customers, we're treating them as co-designers. This makes the experience enjoyable for everyone.
In the sense of transferring my followers away from my accounts on social media to my website I concentrate on the obvious like putting a hyperlink on my Instagram. For example, the use of tags for promoting your items. Links can be used to lead my clients away to my site. I also use other content creators to show off my products and demonstrate how my clothing can fit women of all dimensions and shapes. Yes, the material we write will direct my customers towards my site. Also, I use a newsletter to drive tons of sales.
What was the process you took to start from the beginning ? The reason why did you choose to develop Pop Pilates? Pop Pilates courses on ?
I had been searching tirelessly for an online platform that could provide my instructor-training program so at the top of this podcast I discussed about the possibility of teaching POP Pilates at 24 Hour Fitness. Within the next couple of months, POP Pilates becomes the officially recognized Pilates course at each 24 Hour Fitness in the US. Therefore, I wanted an online portal or program which would contain all of the instructors , and also to show the dance routine. I could not find any. The incident occurred while I was watching Chalene Johnson's talk show, which she hosts on her podcast. She was talking in a casual way over something and she then made references to . This is how I found out about ! It was really the only option that would let me do what I was looking to accomplish on the scale that I required and I have always been grateful to that.
The creator landscape overall. What are the most common errors creators commit in today's environment today?
Some creators commit many mistakes in the present and the biggest problem I've observed is that creators can manage to gain traction and a huge following. It is then that they get brand deals and the content they produce begins to appear strange. Sure there is a need for a paycheck and the need to cover their expenses, but in the process, they're losing confidence with the people they follow. It's been my experience that this type of content] degrade brand names of the creators. Additionally, I'm curious in knowing how an artist's profession that's based on another career plays out. Teachers, for example can become an influencer. Their entire rise to fame comes from being the teacher. But what happens after they stop being a teacher because they've become successful [as an artist]?
The answer is simple: Begin a class on .
What is one thing people don't hear creators do enough of?
It seems that everybody would like to have what you've got. People would like to have unobstructed access to a range of products to avoid having to be thinking about rival brands all of every day. However, I believe that in order to have that desire you must be enthusiastic about managing any kind of business that's built around products. Every creator who's built an audience should have something of a product or service. That's where the creators] should go and you must believe in and promote the product you've created, since if you don't believe in your product, it's likely to become very difficult to promote.
What's a piece of advice that you would offer to someone new to this path who is looking to start using digital devices?
I think it goes to the point I made in the past about determining what value that you can provide your customers at the beginning and then finding out how to present the value in a manner that it's available for purchasing. You have to be aware of the value. If you're still uncertain, you're free to ask. You're able to determine your thoughts using free material. You must feel at the eyes of those looking at your. In addition, I'd suggest that you must be cautious in not let your audience direct you to a path which you're uncomfortable with. If you follow the numbers too much and engage in too many discussions, this could lead to the loss of your identity. Then you'll lose your identity and don't really recognize who you really are. This is the primary reason creators get tired. The people who make this kind of work become unhappy because they no are able to create with them. They're creating and living their lives for someone else. So, be aware of each signal, including your heart. In the end, it is essential to create things that make you feel happy because otherwise the content will not be sustainable.
Take the reins of your destiny with digital products
It's clear--the future of success for the creator is dependent on diversifying income streams in order to build sustainable enterprises, much like Cassey did.
Through digital offerings, such as online courses, in addition to physical merchandise and brand deals, Cassey has been able to impact the globe, and then own her destiny.
When creators begin to imitate their peer and using social media in a different way, their approach to social media will develop. They will use it not as a method of monetization as much as a way to direct their audience to alternative, trustworthy sources of income, such as digital products.
"The greatest role HTML0 has had is making it easier for me to build a strong instructor community in Pop Pilates." -- Cassey Ho
Already, the foundation has supported more than 55,000 entrepreneurs who have earned the sum of $4.9 billion dollars. This number is growing with each passing day.
We're going to eliminate the middleman , so that you retain all the profits as well as own your target audience and business model and even your brand name.
To learn more about the ways you can be in control of your destiny and be prosperous in your profession 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 in the coming month..
If you're interested in increasing your revenue via digital offerings, test your luck with a the 14-day trial trial.
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