Cassey Ho of Blogilates shares tips for success before SXSW
As the world grapples with the possibility of a recession, people are looking for an avenue to protect themselves, including the creators of content. Many are coming to realize that using sponsorship contracts and brand agreements for revenue isn't sustainable.
A possible recession aside Brand agreements, or similar arrangements aren't renowned for their reliability, not for creators that enjoy huge fan followings. Add a downturn into the mix, and deals may be eliminated as a means of earning money for many creators.
Solutions to the ongoing issue are being developed, such as Creator funds for social media comparable to the one offered by TikTok. Although the funds aren't as well-known, they've been criticized for small payouts due to the high amount of creators who want to share of the fund. In order to address this issue, TikTok is actively exploring a new version of the fund that will provide creators with higher payouts, however it's not yet clear if this new variant of the funds will be able to accomplish what the version of 2020 could not.
To get to the root of the issue of how entrepreneurs can build sustainable businesses that do not suffer from social networks We set up a meeting with the hero of entrepreneurship herselfthe business mogul Cassey Ho AKA Blogilates.
A little over 12 years ago, an insignificant home pilates YouTube video earned her the acclaim as an influencer. She's motivated over 14 million viewers with her viral videos , which were watched more than 2 billion times.
That meant Cassey could concentrate on her passion for fashion. Cassey now has not the one but two million dollars portfolio brands: Blogilates and POPFLEX, as well as an alliance together with 24 Hour Fitness, where her distinct method is POP Pilates is taught in gymnasiums throughout in the United States. In the alliance is her distinctive POP Pilates online certification course that Cassey is the host on .
Through leveraging her followers and adjusting to the needs of the audience through a range of products, Cassey has built a business that has been in the spotlight for over 10 years.
Take a look at the Q&A session with Cassey for more details about how she's diversified her earnings streams by selling digital goods, physical goods and much more.
Note: The replies are lightly edited for clearness.
How do you pitch the elevator music you play?
It is possible to say that I'm a fashion and fitness-focused business owner. I began my career with YouTube in the world of pilates instructors. All platforms have me having a steady flow of 14-15 million followers and 2 billion views. The way I got started began by offering free workout videos to the public, however it wasn't my main goal. I've always wanted to be trendy. The first time I taught classes, I built a community which, in turn, led to I was able to reconnect with my desire to be a fashionista. The people I taught to were asking me for yoga mats, clothing as well as clothing, so I was able to start dressing my students. And it's just been such an amazing journey to see how social media led me back to my first enthusiasm for yoga. Yoga mats are located in Target under Blogilates and POPFLEX is my business in clothing.
Let's look at what you've learned from your social media experience. What inspired you to create your YouTube channel? YouTube channel?
I freelanced as a teacher in college teaching pilates. POP Pilates specifically. It is an exercise that incorporates music, and at the time nobody was teaching this format. Pilates was taught to without music or at best, to the classical genre. This is the reason I was teaching the class at 24 Hour Fitness, and I was graduating from the institution. At the time I received an offer to teach in Boston and was aware that I would have to travel to another country, and no one was teaching this kind of pilates again. So, I decided to record this workout in only ten minutes, and upload it to the YouTube website in the year 2009. The purpose of the video was to reach only forty people in the gym. That's it. After I uploaded the video on YouTube, I never looked at it for another time until an entire month after. The video was viewed by thousands as well as hundreds of requests for more. That's the main reason I decided to start Blogilates!
How has the way you utilize social media evolved for you since starting Blogilates at the beginning of 2009?
As of 2009, YouTube was a type of video. Facebook was the place to create a community. It was an excellent platform at the time. Through the years, we've had many different social media platforms emerge into the present, and it's been a lot of work, yet you need to be able to stay relevant by adapting to the new platforms. You have to figure out the best way to reach your audience on each one and also how you can write articles on every. It is essential to continue doing what you're good at, but social media at the end of it all is an instrument. The whole thing is dependent on the people watching your posts on social media, but for the most part I consider it to be useful because it eliminates the barriers, and there's no person who can stop you from achieving your goals. It is possible to keep exploring until you come across the type of content that is effective but you keep working on improving it each time.
What's changed since the time you first launched in 2009? What's changed in your creation process for you on YouTube?
It's been a long time since the last update! In 2009, being an influencer wasn't something that was widely admired; making profits through deals with brands wasn't an option; AdSense was not even an idea at the time. Videos were uploaded on YouTube for the simple reason that they wanted to share their experiences and hilarious moments as well as their videos. That was it. It was not about becoming famous or becoming an YouTube celebrity. Now, fast forward to 2023 and the world is quite different and it's distinct in several ways. I'm sure there's less authenticity.
Some people are looking to be influencers or creators, as they strive for recognition and fame. The self-worth of these people is dependent on the numbers they're after It's a problem as a majority of early creators that started their careers in 2009 had come to make connections. This is why that I joined. I was driven to be a teacher of POP Pilates. This is why Blogilates has been around for 14 years. The company didn't die, which is taking place quite often in the cases of the younger generation of creators. I think it's a different market and more competitive, but it's a fantastic chance for entrepreneurs since there's no need to depend on traditional media or advertisements for getting your brand there; you can start connecting with your audience using just your phone and create a TikTok clip, YouTube video , or Instagram Reel.
How did you feel when you began earning money through YouTube? Did you develop a strategy for generating a steady income? If yes, could you provide a description of the method?
Sincerely I'm not entirely sure what was the real idea or it was. There was always work on the side. It was never my intention to go full in on YouTube; I always knew something was going on in the back of my mind regardless of whether I was selling products or doing my first and final job as a corporate employee. Thus, I did not make a plan. When I first started I started to notice the bloggers and YouTubers signing brand agreements, and I was not even thinking about finding an agent or manager was possible. I recall a blogger friend from my past said "Don't be concerned about it. You don't have to go out. Simply keep building your followers and eventually they'll come.' That's the exact scenario that occurred. I'm not certain if I had a thought of it as a plan or not, however I did my best to focus on my audience and served my audience with great content I believed in which led to everything that came from the fact that. AdSense, brand deals, or anything else are the majority of my sources of income. However, at present, they constitute only a small portion of my entire revenue because they're the main thing.
Was that always the case for you? Or did it first begin on social?
The first time it was divided was because I would always make yoga mats and yoga bags , as well as brand partnerships. These were present all the time and would increase initially, but when they increased in number, I was also becoming increasingly unhappy. I wasn't an advocate (brand agreements) since, typically when you sign branding agreements, you're caught by a company who doesn't understand or trust the directions you give them. The way you do it is that you read through the bullets in the brief, then include the information, and it knocks off each bullet point. Then they're looking to make modifications because they're unhappy with the manner in which it's delivered. There was a constant feeling that somebody was telling me aspects I shouldn't or shouldn't do with my own material and my audience. I became so unsatisfied by brand deals and therefore it's been my intention in the past few years to withdraw from the deals and be focused on discussing my brand.
Let's look at the algorithm. Have algorithms affected your potential in earning money via social media sites?
The very first time I created videos on design, it was in the one year ago and two months later I came to realize that the way the TikTok algorithm, or the YouTube algorithm did, possibly better that the Instagram algorithm, can make the difference in the success of a product , and also when it's likely to become a bestseller. We had one of our video clips go viral and receive at minimum 25 million views or more which was sold out within only a couple of days. However, sometimes, the same video can go popular on one platform, but isn't the same on another. this is exactly what happens. It's fascinating to learn how this plays out but I'm not certain that this is because my viewers being different on various platforms however, I believe it's because, as an example, TikTok has this high probability of being viral because they are able to serve viewers who are similar regardless of audience size, it's interesting. The algorithm plays a significant role in the way that videos work on a performance basis and thus playing important aspects in the sale of. However, if you continue to focus on creating a high-quality product that's what my team and I is doing every day, it's not necessary to see the video that go viral. These are nice, but my company doesn't rely on it becoming viral. Instead, it depends on the quality of its product.
We're predicting that going forward the creators will recognize that they need to utilize social media as an opportunity to grow their audience and traffic source instead of a direct way to make money like you've done. Do you have a view on this latest trend?
You have to be able to offer something worthwhile for your audience. You have to create value whether in the field of educational or entertaining. You can't expand your audience in the event that you just attempt to earn money out of them. So whatever it is that you're hearing here this moment: What is that element you share with your audience which they'll be able to take away to keep in mind? Just keep trying to improve your communication so that it is more useful to your viewers And when you're ready for the launch of your product, they'll think about the times you helped your customers. They'll want to be an integral part of your process when you launch your product. My experience was that, even though this wasn't my intention, it's the result that actually happened.
Videos on YouTube that are free over 10 years during the process of creating products, and the people who see the process of the product and want to be a part of the process. In addition, by involving people in the design process I've created this project I'm making a genuine community.
Most creators think their only source of income is through brand and affiliate partnership on social media. Which are your suggestions to help creators diversify their online sources of revenue?
This article will list every way that creators could diversify their earnings streams. Of course, you have agreements with brands, but you also have AdSense on YouTube and the creator fund of TikTok. Creators may also consider developing products and merchandise, as well as digital products like an online course or service that focuses on . In the end the day, you have consider what you are offering. What are the things that people are willing to spend dollars on? You should be asking yourself this one since you could create content for free, but you cannot offer the whole the world free. If you do, you'll get burnt out. In addition, research is an established fact that when someone buys something they're more likely to adhere to the things they're told to do than if it's provided for no cost.
It is crucial to establish what your worth is and package it up into something else, that can include a product or service or even a bit of data.
Which strategies have you employed to boost your followers on social media sites to promote POPFLEX as well as the Blogilates collection of items at Target? Which strategies did you employ to redirect the traffic generated by social media onto your website?
I will show the audience what I thought of the idea I came up with. If I'm showing an awesome garment it's not like I'm telling them 'Ooh I've got great clothes. It's worth buying.' This isn't a way for us to sell the product to the general public. We're educating them. I design in order to overcome challenges. I integrate them into the design process that helps involve them in the process and get involved in the procedure. Their design requests are passed on to the development of products, after which we assist in making them come into existence In doing so we establish trust with my customers. We don't treat them as clients; instead, we treat them as part of the process of design. This is what makes this journey enjoyable for everyone.
In terms of moving my customers from my social media accounts to my website I concentrate on what is obvious, for example, putting in on an Instagram link. For example, making use of tags to advertise your items. Links are used to direct my followers from my social platforms to my website. Furthermore, I utilize other content creators to present my merchandise, as well as exaggerating how my clothes be suitable for women of all shapes and sizes. Our content will draw people towards my site. Additionally, I utilize an email newsletter to make a lot of sales.
Where did you begin from the beginning ? Why did you decide to develop the Pop Pilates courses on ?
I'd been searching for a site that would offer my instructor training course, so in the beginning of the podcast, I spoke about possibilities of instructing POP Pilates at 24 Hour Fitness. In the following years, POP Pilates becomes the official pilates program that is offered to all 24 Hour Fitness facilities throughout the US. So I was looking for an online application or website to host all of the instructors and to share the choreography, and I didn't come across any. I was watching Chalene Johnson's podcast; she was speaking in a casual way over something, and then she mentioned . That's when I found out about ! This was, in fact, the sole one to let me accomplish the task I had to complete on the scale required to achieve it and I'm always thankful for it.
The creator landscape as a whole. What are the most common mistakes that creators are making in the present?
Creators make many mistakes in the present, but my most frequent issue that I've observed is when the creators receive a lot of media attention and enjoy an enormous following. Then the moment comes that they get brand deals and their content starts to feel like it's been made. Naturally, they need to receive a paycheck and to pay their bills however, at the same that they're losing faith in their followers. It's been my experience that this type of content] lessen the value of brand names of the creators. Additionally, I'm curious to see how the life of a creator based upon different careers develops. As an example the teacher has become an influencer. Their entire rise to fame is based on being the teacher. What does it mean when they no longer a teacher because they've become famous as a creator?
The answer is simple: Get a new course started .
What's one thing you don't see creators doing enough?
It's a common theme all the every day: "Everyone is looking for the exact item you have. It is important to offer an assortment of products so that they don't have to talk about various brands all the time. However that I believe you must to desire this. You must be able to envision running a product business. Any creator who is able to reach an audience must possess a item or service. It's where people [creators] should go however, you must have faith in and believe in the product, because if you don't, the product will become extremely difficult to sell.
What advice do you can give someone not familiar with this area and is looking to get started making use of their digital tools?
It seems to go back to the point I made earlier, determining what the worth of the product is to its audience before figuring out the most effective way to present it so to convince them to buy this. You have to remain focused on what that is. In case you're not certain, that's fine. You're able to determine what the idea is by watching the free content. The key is to feel that your intended group of people. It is important to note that you must be prudent when you follow your target audience's lead with a focus that's not something you're confident about. If you follow the statistics too closely and leave too many messages that you don't like, you'll lose your own identity. It is possible to lose the reason you exist, and you don't know who you are anymore which is the primary reason why creators are exhausted. Creators who do this feel unhappy because they do be free to live for them. They're living and working for someone who is not their own. So, be attentive to every signal, even your heart. In the end, at the end of the day, you must be creating contents that make you happy, otherwise, it's likely to end in failing.
Take charge of your destiny with digital items
The future of creator success is dependent on diversifying the revenue stream to allow you to build sustainable businesses, just the way Cassey has done.
Through digital offerings, including online classes and also tangible goods and brand partnerships, Cassey is able to increase her influence on the planet, and then be in control of her own future.
When creators begin to adopt the same model how they make use of social media is likely to evolve. It will be less of an instrument for the purposes of monetization, and instead as a source for traffic to guide users to other trustworthy income sources for example, digital goods.
"The most rewarding role I've been able to play in helping me develop an active group of instructors in Pop Pilates." - Cassey Ho
In the past, it has helped more than 55,000 entrepreneurs that have earned the equivalent of $4.9 billion. The number of entrepreneurs supported is increasing as each day passes.
We're removing the middleman, allow you to take back all of your profit in addition to owning your company's model, your audience as well as your own name.
If you want to know more about how to take charge of your life and succeed as a business owner and creator, you can see Cassey and Matt Steffanina, 's President/CPO Sean Kim, and Jim Louderback, on the -sponsored stage at SXSW in the coming month..
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