Cassey Ho of Blogilates shares tips for success before SXSW

As the world grapples with a possible recession, people are looking for an avenue to secure their own businesses, which is a good thing for content creators. This is why some are beginning to recognize it is the sole reliance on branding agreements and sponsorship agreements for revenue isn't sustainable.

In the event of a recession, brand deals as well as similar ones aren't renowned to be consistent even among creators who have massive fan bases. Add a downturn into the mix, and deals may cease to exist as a means of earning income for some creators.

Solutions to the issue have been developed, among the solutions are Social Media Creator Funds such as TikTok's. Although they may seem to be a good idea, they've been criticised regarding the payouts which are small because of the high number of creators who want to share of the funds. In response to this, TikTok is actively investigating a redesign of the creator fund which offers creators better pay-outs. However, it is too early to tell whether this variant of the funds can do what the 2020 version could have failed to do.

To understand the underlying causes of the creative minds' ability to build viable businesses unaffected by the restrictions of social networks, we set in a conference to discuss the topic with the queen of entrepreneurialism herself, business magnate Cassey Ho, better known as Blogilates.

More than 12 years ago, a modest pilates at home YouTube video earned Cassey's popularity for her role as an influential person. She's motivated over 14 million people through her viral videos which were watched more than two billion times.

In the end, Cassey could focus on her passion for fashion. She now has two, but two multimillion dollars portfolio brands: Blogilates and POPFLEX as well as a partnership that she has with 24 Hour Fitness, where her distinctive form of POP Pilates is taught at gymnasiums all over in the United States. It also comes with her famous POP Pilates online certification course, which Cassey offers on .

Through leveraging her followers and adapting to the needs of her followers through a wide range of products Cassey is able to create a successful business that has been trending for over 10 years.

Take a look at our Q&A interview with Cassey to learn more about her strategies for diversifying the sources of her income, including physical and digital products, as well as other.

Note: answers were lightly edited to improve the clarity.

What's your favorite elevator tune? are using?

You could say that I'm the fashion and fitness business proprietor. I began my career with YouTube, where I was a pilates instructors. In all social media platforms, I have over 14 or 15 million followers and two billion views. I essentially got my career started with free training videos for the general public, but that wasn't the main goal. I've always wanted to be at the forefront of fashion. I began to teach workouts which helped to build a community and later, because of this, I was able to get back to my first love for the fashion. The people I taught to wanted yoga mats, clothing, and clothing which is why I decided dressing my clients. It's been an incredible experience as social media has allowed me back my first love of yoga. Yoga mats are purchased at Target in the category of Blogilates. POPFLEX is my clothing business.

We'll look at the lessons you have learned through your social media experience. What inspired you to create your YouTube channel?

I was a freelancer instructing pilates during college. I taught POP Pilates specifically. It is possible to do it with music but in the past, no one was teaching that format. Pilates was taught in the lack of music or at least to classical music. That's why I taught in 24 Hour Fitness, and I was just about to complete my studies at the time. I got a job with an organization that was located in Boston and knew that I needed to relocate to another nation, and no one was going to be teaching this kind of pilates again. Because of this, I decided to make a ten-minute workout that I then uploaded on this YouTube website in the year 2009. It was only for 40 participants at the gym. That's it. After the video was uploaded , and deleted it, I didn't look at it again until around a month after. It was viewed by thousands as well as hundreds of requests for information. This is the main reason for Blogilates!

What has your approach to use social media changed in your life since you started Blogilates in 2009?

In 2009, the site was YouTube as a type of video, and Facebook was the best place to build a community online. This was a good place to be back. Over time, we've also had different social media platforms join as well, and frankly it's exhausting, but, you must remain in the game by adapting to new platforms. It's up to you to decide what you will communicate to your intended viewers on all platforms as well as how you will develop content to suit each. You have to keep playing your game, however social media at the end it's all a tool. It is therefore dependent on the people who are watching you on that tool however, I generally think it's useful because it breaks up walls, and nobody can stop you from accomplishing your goals. You can keep trying and trying until you discover a kind of material that you like that you are working to improve each day.

What's changed from the time you launched back in 2009 in terms as creators YouTube? YouTube?

A lot has changed! In 2009 , it was not an option to earn profits through deals with brands was not an option. AdSense was not even an idea in the early days. videos were posted on YouTube because of the basic reason of wanting to show their knowledge in addition to their hilarious moments as well as their videos. That was it. It was not about becoming famous or being a YouTuber. The year 2023 is here, and this is a scene that's different, and, in numerous ways, I feel there's more authenticity.

A few people seek to be influential or develop due to their desire for the spotlight and recognition. Their worth is determined by the numbers, and it causes me to regret that as the majority of artists who started their careers in 2009 wanted to connect. So that's the reason I went to. I had a desire to instruct POP Pilates. And, I believe that is one of the reasons Blogilates has been around for 14 years now. The blog hasn't stopped being around as you can see taking place a lot in the case of new authors. It's a different landscape and aggressive. It's a fantastic chance for entrepreneurs since you don't have to rely on traditional media or advertising to get your brand out to the world; you are able to connect with your audience by using your mobile device and create a TikTok short, YouTube video , or an Instagram Reel.

How was it as you first started earning money from YouTube? Did you have a plan which you could implement to make a steady income? If yes, please describe the particulars of your plan?

Honestly, I don't know what was the real strategy. It was always an opportunity on the side. My goal was never to go full in the world of YouTube. I was working in the background, regardless of whether I was selling products or working my first and final company job. So, I didn't necessarily have a plan. But in the beginning, I started to realize that YouTubers and bloggers were sign agreements for brands but I didn't know that, or the possibility of having an agent or manager could be a possibility. One of my bloggers said to me "Don't worry about it, you don't need to be out. Keep building your audience and they will arrive.' So that's exactly what happened. I'm not certain if I consider that to be a good strategy however, I really focused on my audience and served my audience by creating great content that I felt deeply about. Everything else came out of it. AdSense, brand agreements, or anything else comprise the majority of my income stream. But, nowadays I only make a small part of my total income since it's the main reason.

It was always that method for you? Or did it first begin through social media?

It started out probably more split because I was constantly designing yoga bags or mats as well as brand partnerships. These were constantly on the horizon and would rise in the beginning however as they increased in number, I was also becoming more unhappy. I wasn't a fan of brand deals because typically in these deals you're tied to a firm that isn't a complete understanding or believes in your thoughts. Follow the bullet points in the brief. After that, you submit your content and knock off each bullet point. They then want to change the design as they're unhappy with it. It was a constant sense of someone was telling me what I can or cannot use my own material as well as the readers of my blog. I became so unhappy doing brand deals that I've made it my goal over the past several years to fade off of those deals and focus on talking about my personal branding.

Let's discuss the algorithm. Are you of the opinion that algorithms have affected your capacity to earn money from social media?

The first time I made video designs a year and one-half ago, it was it was the same way that it was done, the TikTok algorithm or YouTube algorithm functioned, and perhaps not as much as the Instagram algorithm. This algorithm can determine the future of a product and determine how quickly it's likely to become sold out. Our legging videos explode in popularity and reach at least 25 million views or more in a matter of minutes, and we sold out of the item in a matter of hours. But sometimes something is very popular on one platform, but won't be on the other one, even though it's similar to what you're seeing. It's fascinating to observe what happens however, and I'm not sure that's because of my audience's preferences being different for each platform. I'm thinking it's because of the fact that for instance, TikTok has this high chance of being viral because they offer an audience identical to that on TikTok regardless of the audience you're looking at It's fascinating. The algorithm plays an important role in the way that videos perform as well, which is why it plays an important role in the sales. However, when you're focused on creating high-quality products like me and my team do each day, it's not necessary to have to be able to make these videos viral. The videos are great but my company isn't dependent on them becoming popular. Instead, it depends on a great product.

As time goes on, creators will realize that they need to use social media more as an opportunity to grow their the size of their audience and also as a source of traffic than directly monetization tools - as you've achieved. What's your opinion on this new trend?

It's crucial to give something worth watching to your audience. Your goal is to add worth, whether it's for entertainment or education. It's difficult to create your following when you're going to attempt to make money off of them. That's why whatever you're doing to those who are listening at the moment: What is that part of your communication with the people which they will take home to remember you for? Just keep trying to help your audience while you're preparing to launch that product they're likely to remember how you helped them. They're going to want to be part of your journey when you introduce your product. My experience was that, though this wasn't my intention, it's how it turned out.

Free YouTube videos over the course of 10 years as well in the course of designing products and fans experiencing the evolution of the product and eager to be a part of it. Then, by including people who are involved in design The project I've developed is an authentic community.

A lot of creators believe that the only method to earn income is through affiliation agreements and brands via social networks. What suggestions do you have for creators to diversify their revenue streams?

We'll look at all the methods creators have to diversify their revenue streams. Naturally, there are brands as well as AdSense on YouTube and the creator fund of TikTok. Creators can also think about creating products and merchandise and digital items such as services or online training course . When you are done with your work it is important to ask yourself what value are you providing. What do people want to pay for? You need to ask yourself the question, because it is possible to create content for free However, you should not give the world in exchange for free. In the event that you do, you'll end up being exhausted. Additionally, studies have demonstrated that when a person buys something, they're more likely to stick with the action than if they receive it for free.

   It's essential to figure out the significance of the information in the first place, then wrap the value into something, which could be a product, an item, or an item of information.  

How have you managed to increase your social media followers to benefit POPFLEX and your Blogilates range of products that are which are sold at Target? How did you direct the traffic from social media on your website?

It's my responsibility to show them exactly what I was thinking of when I created an idea. When I showcase an awesome sweater I'm not saying 'Ooh, this is an excellent sweater'. Buy it. Additionally, we do not sell to our audience. They are being educated. I design in order to address problems. I include them in the design process, and to involve them in the design process, and also in the product in the end. Their design requests will be passed to the team working on development, then we turn it into real-world reality. This happens, and in doing this, we gain confidence with my customers. We don't treat them as customers, rather we're taking them on as collaborators in design. It makes the journey fun to everybody.

For moving my audience from my social media accounts to my site, I focus on what is obvious, such as putting an Instagram link. For example, making use of tags to advertise your items. Links are a way to get my followers from social media to my website. I also use other content creators to show my items in addition to showing how my clothes can fit women of all different shapes and sizes. Our content is what funnels my audience toward the website. Additionally, I utilize newsletters to drive a significant amount of sales.

How did you get started ? What led you to create Pop Pilates? Pop Pilates courses on ?

I had been desperately searching for a website that could host my instructor certification program , so near the start of the podcast, I spoke regarding the possibilities of offering POP Pilates in the 24 Hour Fitness. In the next few months, POP Pilates becomes the official pilates of every hour of 24 Hour Fitness in the US. This is why I wanted an online website or program that would house the entire set of the instructors, as well as share the choreography. However, I couldn't find something. The incident occurred at the end of Chalene Johnson's podcast. She was talking casually way about something, and she made reference to . That's when I found it! It was really the only platform that would allow me to do what I wanted to achieve on the level that I wanted to accomplish and I am always grateful for it.

The overall landscape for creators. What are the most common mistakes that creators making these days?

Some creators commit many mistakes in the present however the most common problem I've encountered is when creators get a great deal of media attention and enjoy an enormous following. But then the day is when they're offered contract terms for their brand and the content starts to look unnatural. Of course, they need a paycheck as well as pay bills, but it's at the same time, they're losing faith in their fans. My experience has been that these types of posts] degrade the brands of creators. Additionally, I'm interested to observe how the career of a creator on the basis of other jobs unfolds. As an example an educator transforms into an influencer. The whole reason for their fame comes from teaching, but what happens once they stop being the teacher since they've become an entrepreneur?

Our answer? Get a new course started .

What's one thing you don't see creators doing enough of?

Every day I hear that customers want your product or service. They would love to have an assortment of products so that they do not have to consider different brand names every time. In reality, however, I'm of the opinion that to want that it is necessary to be driven to run every type of business based around items. Any creator who's built an audience should offer some kind of product or service. This is where creatorsmust go. However, you need to trust and trust your product, because if it doesn't, it's likely to be difficult to market.

Is there any piece of advice that you'd give anyone who is just beginning on this path who is looking to start using digital offerings?

I think it's an ode to the things I mentioned earlier about determining the worth that you can provide your customers, and then coming up with a way to pack it so that it is accessible for purchase. You have to determine the amount of value. In case you're still not sure, it's okay. You are able to test your concept with free online video content. You have to feel the people who are looking at you. I do want to say that you need to be cautious about let the people around you steer you in an area you're not confident in. If you follow the statistics too closely and make too many comments it can be a loss for yourself. You could lose the purpose you have and not understand what your values are in the future, which is one of the reasons why creators become burned out. Creators who do this feel unsatisfied because they're unable to do what they want to. They're creating and living their lives to serve someone else. Therefore, pay attention to any signal that comes through, not just your heart. When you are done with your day, you should create content that is fun for you otherwise it will end in failure.

Make your own destiny digital products

There is no doubt that the future of success for creators is in diversifying their revenue streams in order to establish sustainable companies, exactly the way Cassey did.

With digital services, such as online courses, along with physical merchandise as well as brand partnerships, Cassey has been able to increase her influence across the world, and eventually, own her future.

If creators start following suit, the way they utilize social media is likely to change. It will be used not as a method of revenue generation and will instead be for a source of visitors to direct their users to other, reliable ways to earn money, such as digital products.

"The biggest role has played has helped me create an active group of instructors for Pop Pilates." Cassey Ho Cassey Ho

It has assisted more than 55,000 creative entrepreneurs to achieve $4.9 billion. This number is growing as each day passes.

We've cut out the middleman and you'll be able to retain all your profit, as well as own your company's model, your audience as well as your brand name.

For more information on how you can master your destiny and excel as entrepreneurs and creators, can catch Cassey along with Matt Steffanina, 's President/CPO Sean Kim, and Jim Louderback, on the -sponsored stage of SXSW in the coming month..

If you're ready to start expanding your earnings through digital products, test your luck your options with 14-day trial for free.

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