Cassey Ho of Blogilates shares secrets for success ahead of SXSW
While the world is grappling with a looming recession Everyone is searching for ways to safeguard their own businesses, which includes the creators of content. In the process, many are coming to the realization that using only branding agreements and sponsorship contracts for revenue generation isn't long-term and sustainable..
A possible recession aside Brand deals and similar agreements aren't known as reliable especially for creators with large follower counts. Add a downturn into the mix, and brand agreements could be wiped out as an option to earn income for many artists.
Solutions to this ongoing challenge have emerged, including the creation of funds for social media like TikTok's. While the funds appear they've been scrutinized due to their low payouts, due to the large number of creators seeking a portion of the funds. As a result, TikTok is actively exploring a revamped creator's fund that gives creators higher payments, however it is not yet clear if the new model will be able to achieve the same results as its predecessor in 2020 failed to accomplish.
To understand the root of the issue of how entrepreneurs could create sustainable businesses free of the limitations of social media, we set in a conference to discuss about the future of entrepreneurialism herself--business mogul Cassey Ho, also known as Blogilates.
A little over 12 years ago, an insignificant house pilates YouTube video earned her Cassey's rise to the status of an influencer. She's inspired over 14 million viewers with her videos, which were viewed more than 2 billion times.
As a result, Cassey was able to focus on her passion for fashion. She now has not two million dollar portfolio brands, Blogilates and POPFLEX in addition to an alliance with 24 Hour Fitness, where her signature method of POP Pilates is being taught in gymnasiums throughout all over the United States. In the agreement is her famous POP Pilates online certification course and the one that Cassey is the instructor on .
Through leveraging her followers and adapting to their demands through a range of services, Cassey has created a company that is trending for over 10 years.
Take a look at the Q&A with Cassey for a deeper look at the ways she's diversified her sources of income via digital and physical products, and other sources.
HTML0 Note the responses were slightly edited for quality and clarity.
How do you pitch your elevator pitch?
One could argue that I'm a fashion and fitness-related businessman. My first venture was in the YouTube world as pilates instructors. All platforms included, I have over 14 or 15 million followers , as well as two billion views. The way I started was with free workout videos to people but it wasn't really my plan. I've always had a desire to be fashionable. The first time I began giving classes, I created a community and later, because of that, I found myself back to my original desire to be a fashionista. My audience was asking for yoga mats and clothes and that's why I started to dress my students. It's been an an amazing journey as social media helped me return my original interest. Yoga mats are available on Target under Blogilates. POPFLEX is my brand to sell clothing.
Take a look around and discover what you gained from your social media journey. What inspired you to create the YouTube channel?
I was employed as an instructor part-time teaching pilates while in college. I taught POP Pilates specifically, which is a form of workout that incorporates music, but there was no one taught that style of Pilates. Pilates is practiced in an absence of music or only to classical music. That's why I was teaching at 24 Hour Fitness, and I was graduating in the year 2009. At that time, I was offered a job with one of the companies located in Boston and knew that I would have to move to another country, and no one was teaching the same kind of pilates. This is why I chose to make a ten-minute workout which I uploaded to the YouTube website back in 2009. The workout was just for 40 participants at the gym, that's the last time it was uploaded. Once I had uploaded the file and deleted it, I stopped looking at it until a couple of months later. It received thousands of views and scores of people requesting for more information, which is the reason why I began Blogilates!
How have you changed your way of using social media changed your life ever since you began Blogilates since the year 2009?
In 2009, YouTube as the format for video. Facebook was the place to create communities. It was an amazing place back then. In the last few years, we've seen various social platforms come in, and honestly, it's been tiring, but you have be able to stay relevant by adjusting to new platforms. You must figure out how you can speak to users on the platforms and how to produce material that is relevant to every. It's important to keep playing the game, but social media, at the end of it all is just a tool. So it really depends the people who are watching you utilize the platform. However, generally speaking, I believe it to be a beneficial thing because it can be a catalyst for change and no one hinders being successful. Continue to experiment and test until you find a type of content that's effective. And then keep striving to make it better each single occasion.
What's changed since that time you launched back in 2009? What has changed in the process the process to create content on YouTube?
So much has changed! In 2009, the role of an influencer wasn't something that was popular; earning profits through deals with brands was not a trend; AdSense wasn't even a concept at the time. YouTubers posted videos to YouTube in order to showcase their expertise and funny moments along with their own content. That was it. The goal was never to become famous or becoming a YouTube star. Now, in 2023 and the world is very different, and distinct in numerous ways. I'm certain that it's not quite as real.
People want to become creators or influences due to the desire for spotlight and the recognition. The self-worth of these people is defined by their own standards which makes me uncomfortable as a lot of the people that started in 2009 had a reason to meet. This is why I went to the event. I wanted to teach POP Pilates. And, I believe that is the reason Blogilates is around for fourteen years. Blogilates didn't cease to exist as you can see happening a lot with young creators. I believe that the market is more competitive and different however, it's also a great opportunity for entrepreneurs because you don't have to rely on traditional media or advertisements to make your name known in the market. Instead, you can start making connections with your audience by using your phone and creating a TikTok, YouTube Short and Instagram Reel.
How was it your first time earning money via YouTube? Do you have a strategy that you could employ to generate a steady income? If so, can you provide us with specifics of your plan?
Actually, I'm not sure what the real concept or actually. There was always work in the background. I never wanted to be fully involved on YouTube as I had always done something behind the scenes, regardless of whether I sold things or my first and last company job. So no, I did not have a strategy. At first, I began to see that bloggers and YouTubers signed brand agreements and I didn't even think that getting an agent, and even an administrator, was even possible. A blogger friend of mine stated "Don't be concerned over it. There's not a requirement to contact anyone. Just keep growing your following and eventually they'll show up.' That's what exactly happened. I'm not sure if I think that's an effective strategy or not however, I tried my best to focus on my audience and provided them with excellent material that I believed strongly about, and everything else resulted from this. AdSense, brand agreements and other are a part of my income stream, yet they only make up just a tiny fraction of my overall revenue as it is my product that's the primary element.
It was always that way for you, or did it begin primarily on social networks?
There was at first an uneasy split as I was constantly designing yoga mats and yoga bags as well as brand agreements were in place and would grow in the beginning. However, as they increased and I became unsatisfied. I didn't enjoy them (brand agreements) as usually in brand agreements you're dealing with an organization that doesn't know or respect your thoughts You follow the bullet points in the document. Then you submit your content and knock off every single bullet point. Then they're seeking to make changes since they aren't happy with the way it's presented. The constant sensation of being told exactly what I can or cannot use my own material as well as my target audience. I became so frustrated with these agreements that this is my plan in the past few years to get rid of such deals , and to instead talk about my personal branding.
Let's now talk about the algorithm. Do you think algorithms affect your ability to earning money through social platforms?
Since I began making videos about design, it's been one year and an hour before, what did the TikTok algorithm or YouTube algorithm functioned, but not as much is the Instagram algorithm. It could decide the fate of an item and the speed at which it will sell out. As an example, we saw an unflattering video go through the roof and reach at minimum 25 million or more views in just a few hours, and went out of stock in several hours. However, sometimes an article can become popular on one site but will not be the same on another one, even though it's the same video. It's intriguing to know the results but I'm not convinced that it's due to my audience being different on each platform I think it's due to the platform, like TikTok has this high probability of becoming viral due to the fact that they are able to serve an identical audience. However, whatever it is the case this is fascinating. The algorithm is an important factor when it comes to the quality of videos which is why it has a significant impact on the selling. However, should you remain focused on creating a high-quality product that my team and I are doing each day, you will not require viral videos. Although they are appealing, my company does not rely on them to make it popular. Instead, it is based on the excellence of their product.
As we go forward, creators will realize they have to utilize social media in order to increase audience size and as a traffic source as opposed to a tool that allows direct monetization, as you've already been able to achieve. What do you think about this trend?
It's important to provide something to the people that watch your work. You have to create something valuable regardless of whether in entertainment or education. You can't create a loyal following merely by trying to attempt to earn money from them. That's why whatever you're doing that you're hearing this morning: What is that part of your communication with other people that they'll want be able to bring home and will be able to remember? Just keep trying to be more valuable to the people who read it once you're ready to release the product. People will think about the times you helped them. They'll want to participate in the process as you release your product. While this isn't exactly the idea I had in mind it was what happened.
My YouTube channel has published over the span of about a decade while also creating products and customers who see the progress of the product, and want to be a part of the process. Through involving the public in the process of designing my project, to create a real community.
A lot of creators believe that the only way to make money is to sign affiliate contracts through social media. Which are your suggestions to help creators diversify their revenue streams?
Let's look at all ways that creators can diversify their streams of income. There is no doubt that you have brands however, you also have AdSense on YouTube as well as TikTok's creator fund. Creators also have the ability to expand into the creation of goods and other items, as well as digital goods including a service, or online course that are available . When you're evaluating your offerings every single day, it's crucial to think about the worth you're offering. What do people want to pay for? You should ask yourself the question, since it's possible to create content for nothing, however you are not able to offer the entire world for free. If you try, you'll be burned out. Furthermore, studies have shown that it's an established fact that when a person purchases something, they are more likely to remain engaged than if they received it in the form of a free present.
I think it's important to establish what the value of your work is. Then put it in something else, be it a service, a product or even a piece of material.
What strategies did you employ to increase the reach of your social media audience to promote POPFLEX and the Blogilates range of products at Target? How have you brought the traffic generated by social media to your site?
I will show the audience the way I came up with an idea. If I present the most amazing garment, I'm not just saying 'oh this is a nice garment. You should buy it.' Again, we aren't selling to our audience. We are educating them. I design products that address issues. I include participants in the design process that helps in bringing participants in the process and also to get them involved participants in the process. Their design requests will be considered for product development and then we help make it happen, and through that we increase the confidence of my customers. They're not treated as customers but considering them as co-designers. This helps make an experience that is enjoyable for all.
In terms of the transfer of my customers away from my social media profiles to my website, I focus on what is obvious, such as including the Instagram URL. For example, using tags to promote your products. Linking is a way for me to redirect my audience from my social platforms to my site. Furthermore, I employ different content creators to display my clothing and showcase how my clothes fit women of all sizes and shapes. Yes, the content we create will draw my clients to my site. Furthermore, I use newsletters to make a great deal of sales.
What was the first place you started your Pilates ? The reason why did you choose to create Your Pop Pilates courses on ?
I was desperately searching for a website that could offer my instructor training program in the early part of this program I talked about the possibility of the possibility of teaching POP Pilates at 24 Hour Fitness. The next few decades, POP Pilates becomes the officially recognized pilates program of 24 Hour Fitness locations all over the US. That's why I tried to find an online portal or program to house all of the instructors , as well as to demonstrate the dance routine. I could not find any. I was watching Chalene Johnson's podcast on the show. It was a casual conversation about something that she brought up . That's how I came across that it was there ! It really was the only thing that could permit me to accomplish my goals that I needed to accomplish on the level that I needed to do that is why I'm always thankful for it.
Looking at the world of creators generally. What are the biggest mistakes creators commit nowadays?
Creators make many mistakes in the present however my most frequent issue that I've seen is when creators get a great deal of notice and have an immense following. And then, the moment arrives when they receive contracts with brands and their work begins to appear unnatural. It's true that they need a pay check and need to cover their expenses, but at the time, they're also destroying the confidence of their readers. It's happened to me. Of content] can harm creators' brands. Furthermore, I'm eager to learn how creating an artist career that is inspired by another profession plays out. As an example, a teacher is now an influencer. A teacher's entire success as an educator is due to their ability to teach however, what happens when they stop being a teacher because they've become an entrepreneur?
Simple start a class about .
What is the thing that people don't hear creators do enough of?
Every day I hear that customers want the exact item you sell. They would like to provide a range of goods so they don't have to talk about different brands constantly. But here's the truth I'm of the opinion that to desire that, you must be able to envision running any kind of business that's based around products. It's my opinion that every artist who has built up an audience should offer some sort of service or product. This is where the creators must be. You must consider and promote your products, because if you don't then your product will likely to be difficult to market.
Do you have any advice that you would offer to someone just starting out on this journey who wants to start using digital devices?
I believe it is an allusion to something I wrote earlier on about working out what benefits the item provides to the user before figuring out a way to pack it so that it's available to purchasing. You have to make sure that you know what the value is. If you're still uncertain, it's appropriate. You can test the idea you want to convey through free content. It's about feeling out the people who will be watching you. But, I'd like to add, you have to be cautious in not let your audience steer you into the direction you do not trust. If you're following statistics and you make too many comments it can result in losing your identity. In the end, you're not motivated and you don't know what values you hold to this is one of the main reasons that creators become burnt out. Creators who do this feel unhappy since they cannot ever live their lives to serve them. They're creating, living and being another individual. Thus, you must pay attention to the signals that come through, and not just your heart. At the end of the day, you must be creating material that is enjoyable to you or else it will end with a failing.
Make your own destiny digital items
The success of creators is dependent on diversifying their income stream in order to create sustainable businesses, just like Cassey did.
Through online offerings including online classes along with tangible items as well as brand partnerships Cassey has been able to increase her influence on the planet, and then be in control of her destiny.
When creators begin to be a part of the trend, the manner in which they utilize social media could shift. They'll use it not as a method of revenue generation and will instead serve as a way to guide users to other stable sources of revenue, like digital goods.
"The most significant role that Pop Pilates has played is aiding me in fostering the creation of a vibrant community of instructors for Pop Pilates." Cassey Ho Cassey Ho
has already supported over 55,000 innovative entrepreneurs, earning the sum of $4.9 billion. This number is growing with every passing minute.
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If you're interested in learning more about how you can control your goals and succeed in your profession as an entrepreneur and creator, you can see Cassey alongside Matt Steffanina, 's President/CPO Sean Kim, and Jim Louderback at the sponsored stage at SXSW later this month..
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