Cassey Ho of Blogilates shares strategies for success prior to SXSW
As we face an imminent recession, people are seeking ways to protect their own businesses, which includes the creators of content. This is why some are coming to realize that the sole dependence on partnership agreements or sponsorships for revenue isn't sustainable.
An upcoming recession isn't the only thing to consider Brand deals along with similar ones aren't regarded as reliable especially among artists who have huge fan bases. Include a downturn in the mix and deals may disappear completely as a source of income for several artists.
Solutions to the issue are being developed, one of them Social media creator funds such as TikTok's. Though they're apparent, they've been criticized for the small amount of payouts they offer because of the huge amount of creators who want to share of the funds. To address this, TikTok is actively investigating a fresh version of its creator fund that will give creators more pay-outs. However, it is too early to determine if this variant of fund will be successful in the areas that it is be unable to do.
To grasp the fundamentals that determine how entrepreneurs can create sustainable businesses free of social media's limitations is a part of, we chat with the queen of entrepreneurialism herself, the business magnate Cassey Ho, aka Blogilates.
More than twelve years ago an unassuming Pilates at home YouTube clip was the catalyst for Cassey's rise to influencer status. Cassey has inspired over 14 million people through her videos which were watched more than two billion times.
This meant that Cassey was able to focus on her love for fashion. Now, she has only two but she has two million dollars portfolio brands: Blogilates and POPFLEX as well as a collaboration with 24 Hour Fitness, where her unique model POP Pilates is taught in fitness centers across the nation. It also comes with her trademark POP Pilates online certification course and a certification course that Cassey offers on .
With her influence on her followers and adapting to their needs with a wide range of products Cassey has created a company that has been in the spotlight for more than 10 years.
Check out the Q&A interview with Cassey to learn more about how she has diversified her income streams by selling physical items, digital products, as well as different sources.
Note: These replies are lightly edited for clearness.
How do you pitch the elevator song you use?
It's possible to say that I'm a fashion and fitness-related entrepreneur. My first venture began with YouTube as an instructor of pilates. All platforms have more than 14 million to 15 million users with 2 billion views, and basically was able to start my journey by offering the free videos of workouts for people but that was not my goal in the first place. I've always desired to be at the forefront of fashion. I started teaching workouts, created a community later on, thanks to this, I could revisit my original passion of doing the fashion. The people I taught to were asking me for yoga equipment and yoga clothes and I started to outfit my students. It's been a wonderful journey as social media led me back to the initial fascination with yoga. My yoga mats can be located in Target under Blogilates, and POPFLEX is my business in clothing.
We'll look deeper and learn what you've learned from your social media experiences. Why did you decide to create your YouTube channel?
I worked in a teaching position as an instructor of pilates in the college. I taught POP Pilates specifically. This can be done with music and at the time nobody taught that type of Pilates. Pilates was taught in without music or only to the classical music genre. That's why I taught this classes at 24- Hour Fitness, and I was about to complete my graduation when I was offered a job with an organization that was located in Boston and knew that I was required to relocate to another part of the country and I was not able to teach this type of pilates any longer. In this light, I made the decision to record a 10-minute exercise and upload it onto YouTube. YouTube website in the year 2009. The goal was only 40 people in the training facility. That's the end of it. Once I had uploaded to YouTube, I did not revisit it until about a month after. It received numerous visits, as well as hundreds of users asking for more, and that's the reason why I created Blogilates!
What has your approach to making use of social media altered from your perspective since you first started Blogilates in 2009?
In 2009, it was YouTube was the form of video. Facebook was where you created an online community. It was a fantastic platform when it was in its heyday. Throughout the years, we've had various social media platforms emerge the past, and it's been difficult, however you need to keep your relevance by adjusting to the new platforms. You have to determine what you can communicate to people who are on them and also the best way to develop content for each. You must continue enjoying the game but be aware that social media, at the end of all is nothing more than an instrument. Therefore, it is dependent upon who is watching the game through this tool. But for the majority of time I consider it to be an excellent thing since it can break down walls and nobody is preventing the way to achieving your objectives. Continue to experiment and test until you discover a kind of material that's effective, and then you keep striving to make improvements each time.
What's changed since the initial launch in 2009? What's changed since your journey to becoming an creator on YouTube?
It's been a long time since we've seen any change! In 2009 it was not an option; earning cash through brand partnerships was not an option; AdSense was never even an idea in the past. Videos were published on YouTube for the simple reason of wanting to share their expertise and funny moments and their videos. That was it. The goal was not to become famous or being YouTube celebrities. The year 2023 is here and all over the globe, everything is different, and it's quite different from the past in several ways. There's probably less authenticity.
People want to become creators or influencers because of the need for attention and the recognition. Their self-worth is driven by the numbers they're after, and it's unhappy to think of this because the majority of first creators who started in 2009 were there to connect. It's the reason I was at the event. I was looking to instruct POP Pilates. This is among the primary reasons Blogilates has existed for 14 years. The blog hasn't stopped being around, which is happening a lot and with new authors. The landscape seems new and more fiercely competitive. It's great for entrepreneurs since you don't have to rely on traditional media and advertisements to make your name known on the internet. Instead, you can begin connecting with your followers by turning on your phone and creating videos on TikTok and YouTube short and the Instagram Reel.
What were your experiences as you first started making money from YouTube? Do you have a strategy that will allow you to generate a steady stream of earnings? If so, can you provide us with the details of that program?
Sincerely, I'm not sure whether this was really a plan. There was always a job as a background worker. It was never to get totally involved on YouTube; I always did things in the background, whether it was selling stuff or at my very first company job. This is why I didn't have a strategy. However, in the beginning I began to see that YouTubers as well as bloggers were being offered brand contracts. I didn't even think that having an agent or manager was even possible. One of my bloggers said to me , 'Don't be worried about it. There's no need to reach out. Keep growing your fan base and you'll have them.' That's the exact scenario that occurred. I'm not sure whether I thought about it as was a good idea or otherwise, but I made my best to focus on my audience and provide my readers with incredible content that I felt passionately interested in. Then everything was born from that. AdSense, brand dealsand anything else are a part of my revenue stream, however, today they are just a tiny fraction of my revenue total because they are the core aspect.
Do you notice that this has been happening consistently for you? Did it start on social?
It was initially than an uneasy split because I was constantly making yoga mats as well as yoga bags, and there were brand deals on the horizon and were expected to grow, however, when they got bigger, I also became more unsatisfied. I'm not a fan [brand deals] as often, in these types of deals you're tied up with companies that don't truly believe or accept your vision It's like you go through the entire list of bullet points of the short. You then submit your material which is then smashed to pieces all bullet points, after which they're trying to adjust the content since they aren't happy with it. There was a constant sense of someone was telling me what I can or should not create using my material and my target audience. I became so frustrated with the brand agreements and my goal in the past couple of years to fizzle from such agreements in order to focus more on talking about my branding.
Let's talk about the algorithm. How do algorithms impact your chances to earn money from social media platforms?
Since I began making design videos a year and just two months back, it dawned on me that it was the way was the TikTok algorithm or YouTube algorithm worked, maybe more than Instagram algorithm. This could determine the long-term viability of a product as well as the speed at which it's sold out. We had an unflattering video go through the roof and receive over 25 million views or more. It practically sold out in only a couple of days. In some cases, a video can go popular in one location and not the other. The same is true for TikTok. It's fascinating to observe how it performs, and I'm not convinced that the reason is because my target users being different across different platform however, I believe that it's due to the fact that, like TikTok is a high-risk of going viral because of its ability in a position to provide it to a look-alike audience regardless of audience size which is fascinating. The algorithm plays a significant role in how the videos do as well, which is why it plays an important role in the sales. However, should you keep focusing on producing a top-quality product which is the work that my staff and I daily, it's not necessary to watch the videos that become viral. The videos are great, however, my business doesn't depend on being viral, it is based on a great product.
As time goes on, creators will realize they must use social media more for an opportunity to grow their audiences and sources of traffic, and less as an instrument to directly monetize their content, as we've been able to do. What are your thoughts on this trend?
You want to provide something worth mentioning to your audience. It is your goal to give them worth, whether it's for entertainment or education. It's not possible to build an audience if you're just hoping to make profits from them. Whatever it's for those of who are listening at this point: What is that something you're sharing to others, that people will want to take home and remember? Just keep trying to aid your target audience. Then, once you're in the process of launching your product, your customers will be able to remember how you helped them. They'll be eager to take part in your journey as you launch your product. Although this wasn't my plan it was the way it ended up.
YouTube videos YouTube are free to watch over 10 years in the design process and fans seeing the journey of the product, and wanting to become a part of it. Then, by including people involved in designing I've created this project that has created a true community.
Most creators believe the only way to earn cash is through affiliate agreements with social networks. What are the best places to suggest creators diversify their internet sources of income?
Let's look at all ways creators are able to diversify their sources of revenue. Of course, you have brands and you can also use AdSense on YouTube as well as TikTok's creator fund. Creators can also create merchandise and goods and online services such as an online service or a training course . In the end the day one must ask yourself what you are offering. What do people want to pay for? must ask the question, as you could create for gratis content, but you should not be offering the entirety of your content free. In the event that you do, you'll get burnt out. Furthermore, the actions of consumers has proven that when somebody purchases an item, they're more likely to keep their word in the manner they state rather than if it's offered for free.
I think it's important to establish what the value of your work is before wrapping it into something that can be a product of service or piece of content.
How have you managed to increase your audience on social media to promote POPFLEX and the Blogilates range of products at Target? How have you directed people from social media on your website?
I'll share with the crowd what I thought of in the process of coming up with an idea. When I show off a cool sweater, I'm not just talking about 'Ooh! Here's an awesome garment. You should buy it. Also, we aren't selling the product to the public. We're trying to educate them. I design to solve challenges. I incorporate them into the designing process, and help to include them all through the process, and participate in the process. Their design requests are passed on to the development team, and we then help to make it come to fruition, and in doing that it builds trust with my clients. We do not treat them like clients, but we're treating as co-designers. This makes the experience enjoyable for everyone.
In the sense of transferring my followers to my website from my social media profiles to my website, I focus on what is obvious, such as using an Instagram hyperlink. For example, making use of tags to advertise your items. Links are a way to direct my followers away from my social media accounts to my site. Furthermore, I use different content creators to display my items and show how the clothing can be worn by women of different sizes and shapes. The material we write is what makes my website popular and why people get to the site. In addition, I make use of a newsletter to generate a lot of sales.
What was the initial idea you set out to work on? What was the inspiration behind you developing your Pop Pilates courses on ?
I had been searching tirelessly for an online platform that could offer my instructor training program , so near the beginning of this podcast I talked about the possibility of giving POP Pilates at 24 Hour Fitness. Fast forward several years and POP Pilates becomes the official pilates of the 24 Hour Fitness centers throughout the US. This is why I wanted to find an online software or portal that could house all instructors and to also show the movements, and didn't come across anything. I happened to be listening to Chalene Johnson's podcast. She was talking casually about something and she mentioned . Then I found out about it ! It really was the only platform that allow me to accomplish what I wanted to do in the amount I wanted to achieve it so always so thankful of it.
Examining the landscape of creators overall. What are the biggest mistakes that creators make in the present?
Creators make a lot of mistakes in the present however one of the biggest issues I've seen is when creators get a lot of notice and have a huge fan base. When suddenly, they're offered brand contracts and their content appears to be a bit forced. Naturally, they'll need money, and must pay for their costs, but simultaneously they're destroying the confidence of their followers. I've seen it happen to me. of content] decimate the brands of the creators. Furthermore, I'm keen in learning how the career of a creator based on other careers plays out. For instance, a teacher, turns into an influencer. The whole reason they've become famous is due to their role as an educator. But what does it mean when they quit instructing since they've become famous as a creator?
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What's one thing that the creators aren't doing enough?
Everyday I get told that people are interested in the same thing you offer. Many would prefer to be able to offer a range of products for convenience and not having to talk about different brands constantly.' But here's the problem that I would suggest you to be interested in that. You should be able to think of running an enterprise that is based on items. Every artist who has built a following should be able to sell an item or service. I think it's definitely the place where people who are creative should concentrate their efforts, but you need to be a believer and truly believe in the product. If you're not, it's going to be hard to generate sales.
Do you have any advice you can offer someone who is new to this path who is looking to get started with their digital products?
I think it's reference to the points I mentioned earlier about finding out what value you are able to provide to your customers at the beginning before deciding how to package it so that people are able to purchase this product. You have to remain focused on what that is. If you're still not sure you're okay. You're able to determine the exact nature of that issue through cost-free content. One of the most important things is to sense out the people you're speaking to. However, I would like to add, it is crucial to be careful about not following your followers in the direction that you're not comfortable going into. If you follow the numbers and are influenced by the opinions of others , you could be prone to losing your identity. In the end, you're no longer motivated and you don't know the person you really are. It is one of the main reasons why creators are exhausted. The people who make this kind of work feel unhappy since they do not feel the need to be living in their own way. They're creating, living and having a life of their own. Take note of every signal that you receive, not just your heart. At the end of the day, you need to produce content that is enjoyable for you or else it won't be a success.
You can take charge of your future using digital products
It's evident that the future of the creator's success relies on diversifying the revenue stream in order to build sustainable businesses, just like Cassey did.
With digital products, like online classes, in addition to tangible items as well as brand partnerships Cassey has been able to grow her influence around the globeand, ultimately take control of her future.
The way that creators follow how they make use of social media is set to change. They'll use it not as a method of monetization and will use it more for an avenue to direct the user toward other source of income, like digital merchandise.
"The biggest role has played has been in helping me to create an active group of instructors for Pop Pilates." - Cassey Ho
It has helped nearly 55,000 of the most creative entrepreneurs make a total of $4.9 billion. It is increasing each day passes.
We're removing the middleman, let you keep all of your profits. You also control your customers, models of operation, and possibly even your own brand.
To learn more about how you can master your destiny and be successful as a creator and entrepreneur, catch Cassey as well as Matt Steffanina, 's President/CPO Sean Kim, and Jim Louderback, on the -sponsored stage at SXSW later this months..
If you're looking to begin diversifying your income with digital offerings, you can check and see what possibilities are available with a 14-day trial for free.
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