Cassey Ho of Blogilates shares strategies for success prior to SXSW
In the midst of a possible recession, everyone is seeking ways to safeguard their own businesses, which includes content creators. As a result, many are coming to the realization that using only sponsorship deals or brand partnerships to generate revenue is not sustainable..
Potential recession aside brands, deals with brands or similar arrangements aren't renowned as reliable, even for artists with massive followings. Add a downturn into the mix, and deals could disappear altogether as a source of income for many artists.
Solutions to the ongoing issue are being developed, such as the creation of social media funds such as TikTok's. Although these funds may appear, they have faced scrutiny for small payouts due to the large amount of creators seeking a portion of the finite funds. To address this, TikTok is actively exploring a new version of the creator fund which will offer creators greater payouts, but only time will tell if this variant of the funds can succeed in what the version of 2020 was unable to do.
In order to get at the heart of the question of how entrepreneurs can create sustainable businesses free of the limits on social networks, we sat to work to talk with the queen of entrepreneurship herself -- business mogul Cassey Ho AKA Blogilates.
About 12 and a half years ago, a modest home pilates YouTube video earned Cassey's popularity as an influencer. She's motivated over 14 million people through her viral videos which have been watched nearly 2 billion times.
This meant that Cassey could focus on her passion for fashion. She now sports, not just two million dollar portfolio brands, Blogilates and POPFLEX and an alliance that she has with 24 Hour Fitness, where her unique style of POP Pilates is taught in fitness centers across the nation. Included in the partnership is her famous POP Pilates online certification course that Cassey hosts on .
By leveraging her audience and adapting to their needs through a range of services, Cassey has built a business that has been trending for over a decade.
Dive into the Q&A with Cassey for a deeper look at the ways she's diversified her income streams through physical products, digital goods and much more.
Note: The responses were lightly edited to improve clarity.
What's your elevator pitch?
You could say that I'm a style and fitness businessman. My first venture was in the YouTube world as pilates instructors. All platforms included I am averaging 14 to 15 million followers as well as two billion views, and essentially got my career started with free workout videos to people but this was not my main goal. I always wanted to be fashionable. I began teaching yoga and built a community and then because of it I was able to return to my initial desire to be a fashionista. My audience was asking for yoga mats, clothes, and clothing which is why I decided to outfit my students. And it's just been such an amazing journey as social media has brought me to return my first interest. My yoga mats can be found in Target under Blogilates, and POPFLEX is my company for clothing.
Let's look at what you learned from your social media experience. What inspired you to start your YouTube channel?
I had a side job as a pilates instructor in college. I taught POP Pilates specifically, which is done to music, and at the time nobody was teaching that format. Pilates was taught to no music or just traditional music. So, I was teaching in 24 Hour Fitness, and I was about to graduate in the year I received an to teach in Boston and was aware that I needed to relocate across the nation and there was no way to teach this type of pilates again. Due to this, I decided to record a ten-minute workout and then upload it on the YouTube website in the year 2009. It was only for 40 participants who were at the gym. That's it. Then, after the video was uploaded and deleted it, I didn't look at it until a few months later. The site had thousands of visits and hundreds of comments asking for more, and that's what essentially started Blogilates!
What has your approach to utilize social media evolved in your experience since you began Blogilates in 2009?
In 2009, it was YouTube as a form of video, and Facebook was where you could create an online community. It was an enjoyable spot back in. Over time, we've had many different social networks come into play as well, and frankly, it's been absolutely tiring, however, you must remain relevant in the changing platforms. You have to figure out the best way to reach your target audience on every platform and also how you can create articles for each. The trick is to stay in your game, however social media at the end of the day is a tool. It all depends on who's watching you on the platform, but for the most part I consider it to be an excellent thing since it breaks down barriers and there is no one who is keeping you from your success. Keep trying and testing until you come across a kind of content that is effective And then keep working to improve it each occasion.
What has been different since your first launch back in 2009 ? What has changed in the process of being a creator on YouTube?
It's been a long time since we've seen any significant change! In 2009 the year 2009, being an influencer was not an option; earning money via brand deals wasn't an option; AdSense wasn't even a concept in the past. People put up videos on YouTube as a way to share their expertise as well as their humorous moments and the content they created. That was it. The goal wasn't to become famed or becoming an YouTube star. Fast forward to now, 2023 and the world has changed completely, and in many ways, I'm convinced that it's a lot less genuine.
Some people are looking to be creators or influences as they seek recognition and fame. Their self-worth is driven by the metrics, and it makes me unhappy to think of that because a lot of the first creators who began in 2009 were looking to make connections. That's why I was there. I had a desire to teach POP Pilates. This is the reason Blogilates has existed since 14 years. The company didn't die as you can see occurring a lot among young creators. The landscape is different and a lot more competitive. However, it's an excellent opportunity for entrepreneurs as you don't have to rely on traditional media and advertising to make your name known and out there. You can begin making connections with your audience by turning on your phone and creating the TikTok and YouTube short or an Instagram Reel.
What were your experiences the first time you earned money through YouTube? Do you have a strategy for generating a steady earnings? If so, can you provide us with the details of your program?
Truthfully, I'm not sure whether it was really a idea or not. I always had a job as a side hustle. The goal was not to be a full-time contributor the world of YouTube. I did something in the background whatever it was, whether that was selling merchandise or working my first and final work as a corporate employee. So no, I didn't make a plan. However, in the beginning I was beginning to notice YouTubers and bloggers were signing brand agreements that I didn't know that, or having an agent or manager, was possible. One of my bloggers said to me 'Don't worry about it, you don't have to go to anyone, just build your audience and they will be there.' So that's exactly the situation that happened. It's hard to say if considered that a plan or not, but I was focused on my readers and helped my audience by creating great content that I felt deeply about. Then everything resulted from that. AdSense, brand dealsand anything else constitute a portion of my income stream, however these days it makes up only a fraction of my revenue total because it's the primary aspect.
Was that always the case with you? Or did it start out primarily with social media?
The beginning was probably more than a split, as I was constantly designing yoga bags or mats with brand names. Brand deals were there and they would increase, but the more they grew, I also became more unsatisfied. I wasn't a fan of them brand deals because typically in these deals you're tied together with a firm which doesn't fully understand or trust your direction It's like you go through the bullet points of the brief but then you add your content and knock off every single bullet point. Then they want to make an adjustment since they aren't happy with it. The constant feeling was of people telling me what I can or cannot do with my own content and my audience. I became so dissatisfied with brand agreements that it's been my intention over the past several years to fade out of such deals and focus on talking about my branding.
Let's discuss the algorithms. Do you think algorithms have affected your capacity to earn income over social media platforms?
Since I began making design videos a year and two months ago, I realized that the way that the TikTok algorithm or YouTube algorithm performed, perhaps but not as much the Instagram algorithm. But it could define the future of a product and how quickly it's likely to sell out. As an example, we saw one of our legging videos explode in popularity to gain more than over 25 million views or more, and it literally sold out of the product in a couple of hours. However, sometimes a post can go viral in one place but not be on the other, even though it's identical video. It's fascinating to observe what happens in this regard, and I'm not convinced it's because my audience is distinct on every platform, but I think it's because, as an example, TikTok has this high chance of virality because they can provide an audience that is similar to the one on TikTok regardless of the audience, it's interesting. The algorithm plays an important role in the performance of videos, and therefore, plays an important role in the sales. However, when you remain focused on creating a high-quality product which my staff and I do every day, there's no need for these viral videos. They're nice, but my business doesn't depend on making it viral. Instead, it is based on the quality of its product.
We're predicting that going forward the creators will recognize that they must use social media as an opportunity to build audience and traffic source rather than an instrument for direct monetization as you've been able to do. What do you think of this trend?
It is important to offer something worthwhile to your viewers. It is essential to provide worth, whether it's for entertainment or education. There is no way to grow an audience if you're just going to attempt to make money off of them. That's why whatever you're doing to those who are this morning: What is that aspect you communicate with people that they're going to take home and remember you for? Just keep trying to help your audience, and then when you're ready to release the product, they'll remember those times that you help them. They're going to want to become part of the process as you release that product. For me, even while this wasn't the plan I had in mind, that's actually what transpired.
Videos on YouTube for free over the time period of about a decade while also creating products as well as fans who are seeing the evolution of the product, and wanting to become a part of the process. In the end, by involving their input in the design process I've created this project I'm doing a true community.
Most creators believe that the only way to make money is through brand and affiliate agreements on social media. Which are your suggestions for creators diversify their online revenue streams?
Let's list out all of ways that creators can diversify their revenue streams. Of course, you have brand deals as well as AdSense on YouTube and TikTok's Creator fund. Creators may also consider the creation of products and items and digital services like a service or an online course on . The end of every day, it is important be able to determine what value are you providing. What is it that people are willing to pay for? should ask yourself this question since you are able to make content that is free however, you shouldn't be giving away everything at no cost. Otherwise, you'll become extremely burnt out. In addition, research has proven that when somebody purchases something, they are more likely to follow through with the action than if the item is provided as a free gift.
It's crucial to identify what your value is, and then wrap it into something, such as a service, an item, or material.
What strategies have you used to increase your social media followers for POPFLEX as well as your Blogilates product line at Target? Or, how have you funneled the traffic generated by social media on your website?
I show my audience exactly what I thought of when I created something. If I'm showing a cool garment, I'm not telling them 'Ooh this is a nice sweater. You should buy it. We aren't trying to sell the product to the public. They are being educated. I create products to address problems. I involve them in the process of designing and help to include them in the process and engage in the process. Their design requests go to product development, then we turn it into a reality. happen, and through that we establish trust with my clients. We're not just treating them as clients, but we're treating them as collaborators in the design process. This helps make the experience enjoyable for everyone.
When it comes to shifting my followers from my social media accounts to my site, I focus on the obvious like including an Instagram link. For example, using tags to promote your items. Links are a way to direct my audience from social apps to my site. I also utilize other creators of content to showcase my merchandise and show the way that my clothes will suit women of all dimensions and shapes. Our content is the reason my visitors are directed toward the website. Also, I use a newsletter for generating a large number of sales.
Where did you begin on ? What inspired you to develop Your Pop Pilates courses on ?
I was so desperately looking for a site that would offer my instructor training program so at the top of the podcast, I spoke about teaching POP Pilates at 24 Hour Fitness. In the next few years later, POP Pilates becomes the official pilates program for every 24 Hour Fitness in the US. So I was looking for an online platform or software to house all of the instructors and to share the choreography. I could not find any. It was while watching Chalene Johnson's podcast. She was just casually talking about something and she mentioned . That's when I discovered it ! It truly was the only platform that would allow me to do the things I had to do on the scale that I needed to do and I am always grateful for it.
Looking at the creator landscape as a whole. What are some of the biggest mistakes you see creators making in today's situation?
Creators make a lot of mistakes today, but the main problem I'm seeing is that sometimes creators are able to gain popularity and an enormous audience. Then the moment comes that they are offered brand contracts and their content starts becoming like it's been forced. Sure, they need a paycheck as well as make ends meet however, at the same the same time, they're destroying confidence with their followers. It's happened to me. of content] decimate the brands of creators. Additionally, I'm curious to know how an artist career that is based on an other career develops. For example, a teacher becomes an influencer. Their entire rise to fame is based on being a teacher, but what happens when they quit being a teacher because they've become famous as a creator?
Our answer? Start a course on .
What's one thing that the creators don't seem to be doing enough of?
Everyone tells me that everyone wants your product or service. People want to offer a line of products so that they don't have to be talking about other brand names all the time. The thing is that I believe you must to be interested in that. You have to want to run a product business. Every creator with an audience must have some type of item or service. I think it's definitely where people [creators] should go, but you need to be a believer and actually live the product because if you don't, it's going to be very difficult to make sales.
Do you have any advice that you would give to someone just starting out on this journey who wants to start using digital offerings?
It seems to go back to what I said earlier regarding determining the worth that you can provide your customers in the first place, then finding a way to package it up so that they can buy it. You have to be strong in what that is. If you're still not certain, that's fine. You can test out the concept through free content. This is about assessing your audience. I do want to say that you should be cautious in not let your audience steer you into a direction isn't something you feel confident into. If you are following the numbers and make too many comments and you lose your own identity. You can lose your purpose and don't really know the values you hold to, and this is one reason creators get burned out. Creators who do this become unhappy because they no longer live for themselves. They're creating, living and being someone else. So pay attention to all the signals, including your heart. At the end of the day, you have to be creating content that makes you happy otherwise it's likely to end in failure.
Take control of your future with digital products
It's evident that the future of the creator's success depends in diversifying revenue streams to build sustainable businesses, just the way Cassey has done.
Through digital offerings, such as online courses, along with physical merchandise and brand deals, Cassey has been able to increase her influence around the world and ultimately, own her future.
As creators start to adopt the same model how they make use of social media is set to shift. It will be used less as a tool for the purpose of monetization, and instead as an avenue to direct the audience towards other reliable sources of revenue like digital merchandise.
"The greatest role I have been to help me build a vibrant community of instructors for Pop Pilates." - Cassey Ho
Already, it has supported more than 55,000 entrepreneurs who have earned an estimated $4.9 billion. And, that number grows each minute.
We're going to eliminate the middleman so you can keep all of your earnings, as well as own your customers, model of business and even your brand.
To learn more about how you can master your destiny and excel in your career as an entrepreneur and creator, catch Cassey as well as Matt Steffanina, 's President/CPO Sean Kim, and Jim Louderback at the sponsored stage at SXSW next month.
If you're looking to begin expanding your earnings through digital products, test your luck the possibilities with fourteen-day free trial.