Cassey Ho of Blogilates shares tips for success before SXSW
As the economy grapples with the possibility of a recession, people are looking for an avenue to secure themselves, including the creators of content. In the process, some are coming to the realization that using only sponsorship deals and brand agreements to generate revenue is not sustainable..
With the possibility of a recession, brand deals or similar arrangements aren't renowned to be reliable even among creators who have established large follower counts. Throw a recession into the mix and deals may disappear completely as a source of income for many artists.
Solutions to the ongoing issue are being developed, such as social media creator funds, like TikTok's. Although they may seem, they've been criticized in terms of payouts, which are small due to the large number of creators seeking a portion of the finite funds. As a result, TikTok is actively trying to test a new creator fund that will give creators more pay-outs. However, it is too early to tell whether this revamped version of the fund can succeed in what the version of 2020 did not.
To get to the root of the question of how entrepreneurs can create viable businesses that are free from the limits that social media has, we sat up a meeting with the queen of entrepreneurship herself -- business mogul Cassey Ho, aka Blogilates.
Nearly 12 and a half years ago, a small house pilates YouTube video earned Cassey's rise in influencer status. Cassey has inspired more than 14 million people with her videos that were watched more than 2 billion times.
As a result, Cassey could focus on her love of fashion. Now, she has just two million dollar portfolio brands, Blogilates and POPFLEX and the partnership with 24 Hour Fitness, where her unique format POP Pilates is taught in gymnasiums throughout the United States. The partnership also includes her signature POP Pilates online certification course, which Cassey hosts on .
Through leveraging her followers and adjusting to the needs of her audience with multiple products, Cassey has created a company that is trending for more than 10 years.
Explore the Q&A with Cassey to learn more about how she has diversified her sources of income through physical and digital merchandise as well as other sources.
Note: Responses are lightly edited for clarity.
How do you pitch the elevator song you use?
It is possible to say that I am a fashion and fitness-related business owner. I began my career on YouTube as pilates instructors. All platforms included I have more than 14 to 15 million followers with two billion views, and basically started my journey with free workout videos to people but this was not my main goal. I've always dreamed of being at the forefront of fashion. I started teaching workouts and built a community after which I was able to reconnect with my first passion of doing fashion. The people I taught to were asking me for clothes and yoga mats, so I began to dress my audience. And it's just been such a beautiful journey how social media has brought me back to my initial love of yoga. My yoga mats can be located in Target under Blogilates. POPFLEX is my company for clothing.
Let's look at the social media aspects of your journey. What led you to ultimately start the YouTube channel?
I was employed as a part-time instructor teaching pilates while in college. I taught POP Pilates specifically. This can be done with music and at the time nobody taught that style of Pilates. Pilates was done to no music or just classical music. That's why I taught the class at 24 Hour Fitness, and I was about to graduate from the school, and in that time I received an with a company in Boston and was aware that I would have to travel across the country and that nobody was going to be teaching this kind of pilates any longer. Because of this I decided to film a ten-minute workout and then uploaded it to this YouTube website in the year 2009. The video was intended for just 40 people at the gym, that's it. Then, after I posted it on YouTube the video, I did not look at it again until a few months later. There were thousands of views and hundreds of people requesting for more. That's what essentially started Blogilates!
What has your approach to utilize social media evolved your life since you started Blogilates since 2009?
In 2009, it was YouTube was the form of video. Facebook was where you created an online community. It was a great place back then. Through the past few years, we've seen all of these different social platforms come in the past, and it's been a lot of work, however, you must 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 how to create content on each one. It is essential to continue playing the game, but remember that social media at the end of the day is a tool. Therefore, it is dependent on who's watching you on that tool, but for the most part, I think it's an excellent thing since it puts barriers to the door and nobody is preventing you from your success. It is possible to keep trying and testing until you find a type of content that works And then keep working to do it better every single time.
What's been different since your first launch in 2009? In terms as 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 something that was popular; earning cash through deals with brands was not a trend; AdSense wasn't even a concept in the past. Videos were uploaded on YouTube as a way to showcase their talents and funny moments and the content they created. That was it. The goal wasn't to become famous or becoming YouTube celebrities. Fast forward to now, 2023 and the world is so different, and it's different in many ways. I'm sure there's less authenticity.
Many people want to be creators or influences because they're chasing recognition and fame. Their self-worth is dependent on the numbers, and it makes me unhappy to think of this because many of the original creators who began in 2009 were looking to connect. That's why I was there. I was looking to instruct POP Pilates. And, I believe that is the reason Blogilates has been around for fourteen years now. The company didn't die, and you see that taking place a lot in the case of young creators. The landscape is different, and much more competitive. However, it's an excellent opportunity for entrepreneurs as you don't have to rely on traditional media and advertisements for getting your brand there; you can start making connections with your audience with a simple switch on your mobile and creating the TikTok, YouTube Short or Instagram Reel.
How was it when you started earning income on YouTube? Did you have a system that you could use to earn a sustainable income? If so, can you describe the program?
Truthfully, I'm not sure what was the real plan. There was always a job in the background. There was no plan to be a full-time contributor with YouTube. I did something behind the scenes, whether it was selling stuff or working my first and final corporate job. So no, I didn't make a plan. But in the beginning, I started to realize that YouTubers and bloggers had been signing brand agreements but I didn't think that getting an agent or a manager, was possible. I remember one blogger friend of mine said "Don't stress about it; there's no need to reach to anyone, just build your audience and they will be there.' So that's exactly the situation that happened. I don't know if I consider that to be a good strategy or not, but I was focused on my readers and helped my audience by creating great content that I felt strongly about, and everything else resulted from that. AdSense, brand agreements, and all constitute a portion of my source of income, but these days it makes up only a fraction of my total revenue since my product is the most important factor.
Was that always the case for you, or did it start out primarily on social?
It was initially divided because I was always designing yoga bags or mats with brand names. Brand deals were in the pipeline and they'd increase in the beginning, however when they increased and I became unhappy. I wasn't a fan of them [brand deals] because oftentimes in these deals you're tied together with a firm which doesn't fully understand or trust your direction; you follow the bullet points of the brief, but you add your content and knock off every single bullet point, and then they're looking to make an adjustment because they don't like it. The constant feeling was of being told the things I should or shouldn't do with my own content and audience. I became so dissatisfied with brand agreements, so it has been my aim over the last couple of years to fizzle off of these agreements and concentrate on speaking about my brand.
We'll now discuss the algorithms. Are algorithms affecting your ability for earning money through social platforms?
When I started making design videos a year and a half ago, how the TikTok algorithm or YouTube algorithm worked, maybe not so much the Instagram algorithm, could truly define the future of a product , and also how fast it's going to sell out. As an example, we saw a legging video skyrocket and gain at least 25 million or more views which sold out the product in just a few hours. But sometimes something is popular in one place but not be on the other, even though it's exactly the same thing. It's intriguing to know what happens however, and I'm not sure it's because my audience is distinct on every platform However, I do think that it's due to the fact that, for instance, TikTok has this high probability of being viral because it can serve it to a look-alike audience regardless of the audience the case, it's fascinating. The algorithm is a major factor in the performance of videos in terms of performance, thus, playing a big role in sales. However, should you keep focusing on your product's quality, that's what my team and I is doing every day, there's no need for the viral videos. The videos are great, however, my business doesn't depend on making it viral. Instead, it relies on an excellent product.
As time goes on the creators will recognize that they need to use social media to be more of an avenue to increase audience size and as a traffic source, and less as directly monetization tools as you've done. Do you have a view on this trend?
It is important to give something to the people who watch you. You have to create something of value, be it for entertainment or education. You're not going increase your audience's number by merely try to extract money from them. So whatever it is that you're hearing to this moment: What is that aspect you communicate with your audience that they'll be able to take home and be able to remember? Just keep trying to assist your customers, and then when you are ready to launch that product they're going to be able to recall the times you helped them. They're going to want to join your journey as you launch your product. For me, even while this wasn't the plan I had in mind it was what happened.
Free YouTube videos over a period of 10 years, and meanwhile designing products, and people who see the process of the product and want to be a part of it. Then, by including people in the process of designing and making this product I'm doing a true community.
Many creators believe that their only option to earn income is through brands and affiliate agreements on social media. Where would you suggest that creators diversify their sources of income?
Let's look at all the ways creators can diversify their sources of income. Of course, you have branding deals as well as AdSense on YouTube, and TikTok's creator fund. Creators are also able to expand into making products and merchandise, as well as digital goods like services or an online course on . In the end the day, you have be able to determine what you are offering. What is it that people are willing to pay for? You must ask this question because yes, you are able to make content that is free, but you can't give away everything in exchange for free. In the event that you do, you'll get exhausted. Plus, consumer behavior is a proven fact that when a person purchases something, they are more likely to stick by doing what they say than when it is offered for free.
I think it's important to define what your worth is, and then wrap it up into something which could be a service a product, or even content.
How have you leveraged your social media followers to promote POPFLEX and your Blogilates range of products at Target? How have you funneled the traffic generated by social media on your site?
I will show the audience the way I came up with something. When I show off the coolest garment, I'm not saying 'oh I've got a great sweater. You should buy it. We aren't selling to the audience. They are being educated. I create products to address issues. I involve them in the process of designing and help to include them into the process, and to involve in the process. Their design requests will be considered for product development then we turn it into a reality. happen, and through that we create confidence with my customers. We're not just treating them like customers; we're treating them as collaborators in the design process. It helps make the experience enjoyable for everyone.
In terms of moving my audience from my social media accounts to my site, I focus on what is obvious, such as putting a link on my Instagram. For example, using tags to promote your items. Links are a way to direct my followers from social media to my site. Additionally, I use other content creators to show off my products, as well as represent how my clothing can fit women of all different shapes and sizes. Yeah, our content will draw my customers towards my site. I also utilize a newsletter for generating a large number of sales.
What was the first thing you decided to work with your Pilates ? What inspired you to develop the Pop Pilates courses on ?
I had been desperately searching for a site that would host my instructor certification program so at the top of this show, I discussed about teaching POP Pilates at 24 Hour Fitness. In the next few years and POP Pilates becomes the official pilates of the 24 Hour Fitness centers across the US. So I was looking for an online software or portal to house all of the instructors , and also to show the choreography. I couldn't find anything. I happened to be watching Chalene Johnson's podcast. She was talking in a casual manner about something and she mentioned . That's when I learned about it ! It truly was the only one that could permit me to accomplish what I needed to do at the size that I needed to do it so always so thankful for that.
Looking at the creator landscape in general. What are some of the most costly mistakes creators commit in this world today?
Creators make many mistakes in the present, but the main problem I'm seeing is that sometimes creators get a great deal of traction and a large audience. And then, the moment comes that they get brand deals and the content they create starts to appear very pressured. Of course there is a need for a salary as well as pay bills, but at the same time, they're ruining the trust of their fans. I've seen it [this style of content] degrade creators' brands. Additionally, I'm curious to see how building an artist career that is based on an other career develops. For example, a teacher turns into an influencer. Their whole rise to fame is based on teaching, but what happens after they stop being a teacher because they've become successful [as a creator]?
What do we suggest? Start a course on .
What's one thing that isn't being done by creators enough of?
I hear it every day that people want what you have. They want to be able to have a product line so that they don't have to talk about different brands all of the time. But here's the truth I'm of the opinion that to desire that. You must be able to envision running a product business. I think every creator that has built a following should be able to offer a item or service. This is definitely the place people [creators] should go, but you need to be a believer and actually live the product. If you don't, it's going to be very difficult to sell.
Do you have any advice you can offer someone who is new on this journey who wants to get started with their digital offerings?
It seems to go to what I mentioned earlier, determining the worth the product offers to its audience, and then figuring out how to present it in a way that it is available for purchase. You have to remain focused on what that is. In case you're not sure, that is acceptable. You can test out the concept through the free content. This is about assessing your audience. I do want to say that you should be cautious in not following your audience in a direction that isn't something you feel confident in. If you don't pay attention to the statistics too closely and make too many comments and you lose your own identity. Then you lose your motivation and don't really know the values you hold to This is a major reason that creators become burned out. Creators who do this become unhappy because they no anymore live their lives for themselves. They're living and creating for somebody else. Be aware of every signal, even 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 items
It's evident that the future of the creator's success depends on diversifying income streams in order to create sustainable enterprises, exactly as Cassey has done.
With digital products, like online courses, along with brands and physical products, Cassey has been able to increase her influence around the world and ultimately, own her destiny.
When creators begin to follow suit how they make use of social media is likely to shift. They'll use it more as a means of revenue generation and will instead be a traffic source to funnel the audience towards other trustworthy sources of income, such as digital goods.
"The greatest role I have had to help me build a vibrant community of instructors for Pop Pilates." - Cassey Ho
Already, it has supported more than 55,000 creative entrepreneurs to earn a collective $4.9 billion. This number is growing each minute.
We're going to eliminate the middleman so you can keep all of your profits, as well as own your business model, audience, and brand.
If you want to know more about how to own your destiny and succeed as an entrepreneur or creator, catch Cassey, along with Matt Steffanina, 's President/CPO Sean Kim, and Jim Louderback as they perform on the sponsor stage at SXSW next month.
If you're looking to begin increasing your revenue through digital services, check them for yourself with a free 14-day trial.