Cassey Ho of Blogilates shares tips for success before SXSW
As the world grapples with a possible recession, everyone seeks ways to secure their business, and that includes creators of content. In the process, many have come to the conclusion that using just branding agreements and sponsorship agreements to generate revenue doesn't last long and isn't sustainable..
An upcoming recession could be a problem. deals and similar agreements aren't regarded as trustworthy, especially for creators with large follower counts. Add a downturn into the mix, and brand agreements may be eliminated in order to make income for numerous artist.
Solutions to this problem have emerged, including the development of money for social media , such as TikTok's. While the funds appear they've been scrutinized due to their insufficient payouts because of the high amount of creators seeking a portion of the funds. In the end, TikTok is actively looking at a revamped creator's fund that gives creators higher payment rates, though it's not yet clear what the future model of the fund can achieve the same results as its predecessor failed to accomplish.
To better understand the problem of how entrepreneurs can build sustainable businesses free of the limitations of social media, we arranged the stage for a discussion about the future of entrepreneurialism herself, the business maverick Cassey Ho, otherwise known as Blogilates.
In just 12 years ago an insignificant house pilates YouTube channel earned her Cassey's rise to the rank as an influencer. She's inspired over 14 million people through her YouTube videos that have been watched more than two billion times.
In the end, Cassey could concentrate on her love for fashion. She now has not two million dollar portfolio brands, Blogilates and POPFLEX and is also a part of to an alliance with 24 Hour Fitness, where her unique technique of POP Pilates is taught in gymnasiums throughout all across in the United States. In the agreement is her well-known POP Pilates online certification course and the one that Cassey is an instructor on .
By empowering her followers and adapting to their demands by offering a variety of products, Cassey has created a business that has been trending for more than 10 years.
Take a look at the Q&A interview with Cassey to get a more detailed analysis of the ways in which she's diversified her sources of income via digital and physical products along with other income sources.
HTML0 Note that the responses have been edited slightly to improve clarity and quality.
How can you make your elevator pitch?
You could say I'm a fitness-related and fashion businessman. My first venture was the YouTube world as pilates instructors. All platforms included my account has more than 14 or 15 million followers , as well as 2 billion views. The way I started was by offering free workout videos to users, however that was not my plan. There was always a need to be stylish. My first time offering classes, I built a community and later as a result, I found myself back in my wish to become a fashionable. The students were asking me for yoga mats, clothes and even yoga mats which is why I began to dress up my students. It's been an an amazing journey as social media allowed me to regain my initial passion for yoga. Yoga mats are available for purchase on Target in the category Blogilates. POPFLEX is my brand for selling clothing.
Take a look around and find out what you have learned from your experience on social media. Why did you decide to start YouTube?
I worked as an instructor part-time teaching pilates while in college. I was a teacher of POP Pilates specifically, which is a type of exercise which incorporates music. However, there was no one taught the same style of Pilates. Pilates is practiced in an absence of music, or in the context of classical music. That's why I was teaching the class at 24 Hour Fitness, and I graduated in 2009. The year I graduated, I was offered a job with one of the companies situated in Boston as I knew I would have to move to another nation, and no one was teaching the same type of pilates. This is why I chose to develop a 10 minute workout that I uploaded to the YouTube website in the year the year 2009. The workout was just for 40 people in the gym. That was the only time it's been uploaded. When I'd uploaded the file and deleted it, I stopped looking at it for about a month later. The file received thousands of views and a plethora of users requesting to know more, which is the main reason I began Blogilates!
What has changed in your approach to using social media? Has it changed your life in the time since you began Blogilates in 2009?
The year 2009 saw YouTube was the preferred format to record video was announced. Facebook was the platform to create communities. It was a fantastic location back in the day. In the last few years, we've seen various social networks emerge which is, frankly, difficult, but you need to remain relevant in the changing landscape of different platforms. Find out how you can connect with people on platforms, and also how you can create information that's pertinent to everyone. You must continue to play your part, however social media, at end of it all is tool. Therefore, it is all dependent on how many people are viewing you utilize the platform. But, in general I consider it to be a beneficial thing because it is a way to create a platform for positive change. No one can stop you from being successful. Continue to experiment and test until you discover a form of content that's effective. Keep trying to make it better each single occasion.
What's changed since you launched back in 2009? What has changed in the method used to create content on YouTube?
A lot has changed! The role of an influencer wasn't something that was popular; making money through partnerships with companies was not a trend; AdSense wasn't even a concept in the early days. YouTubers uploaded videos on YouTube for the purpose of showcasing their talents and humorous moments , along with their own material. That was it. It was not their intention to be famous or become the next YouTube celebrity. Today, 2023 has arrived and the world is very different and unique in a variety of ways. It's likely to not be quite as real.
Many people want to be makers or influencers because of the desire for spotlight as well as acceptance. The self-worth of these people is measured by their own standards which makes me uncomfortable as a lot of those who began in 2009 had reasons to be there. This is why I attended the meeting. I wanted to teach POP Pilates. In my view, that is the reason Blogilates exists for fourteen years. Blogilates hasn't stopped being around as you can see happening often with the newest creators. It is my opinion that the marketplace is becoming more competitive and unique however, it's also a great opportunity for entrepreneurs because there is no need to rely on traditional media or ads in order to get your name noticed on the marketplace. Instead, you can start creating connections with your followers through your smartphone as well as creating a TikTok, YouTube Short and Instagram Reel.
What was your first experience earning money via YouTube? Do you have a strategy that you could employ to earn a consistent earnings? If yes, could we have a description of your strategy?
However, I'm not entirely sure which is the true meaning or in reality. The work was always behind the scenes. I never wanted to be completely involved with YouTube because I've always done something behind the scenes regardless of whether I made money or if it was my very first and final company job. That's why I didn't have a plan. When I first started, I was shocked to observe that bloggers and YouTubers signed brands agreements, but I was not even thinking about having an agent or even an administrator was possible. A blogger friend of mine stated "Don't worry about it. There's no requirement to contact any person. Keep growing your network and then eventually, they'll appear.' That's what exactly occurred. I'm not sure if I consider this to be a successful strategy or not however, I tried my best to focus on my audience and provide them with high-quality material that I believed strongly about, and everything else was the result of this. AdSense, brand agreements, and others constitute a portion of my income source, yet they only make up only a small portion of my overall revenue as the product I offer is the primary element.
It was always that way for you. Did it start primarily through social media?
There was at first an awkward split because I was constantly designing yoga mats and yoga bags as well the brand agreements were already established and were expected to grow initially. But, they grew and I became unsatisfied. I didn't enjoy them (brand agreements) because usually, in these agreements, you're dealing with an entity that doesn't understand or respect your thoughts Follow the bullet points of the documents. Then you submit your content and remove every single bullet point. After that, they're looking for adjustments because they're not satisfied with the way it's presented. It's a constant feeling of being told exactly what I'm allowed or prohibited from using my own work along with my targeted audience. I became so frustrated with these agreements that I have decided over the last several years to rid myself of such deals , and instead, discuss my personal brand.
Let's now talk about the algorithm. Are you of the opinion that algorithms impact your ability to earning cash through social media platforms?
Since I started making videos about design, I've been doing it for one year and an hour prior, what did the TikTok algorithm or YouTube algorithm do? It was a good idea, but not nearly as well as the Instagram algorithm. It can determine the future of an item as well as the speed at which it will sell out. In one instance the video we reviewed, we witnessed an ugly video go through the roof and reach at minimum 25 million or more views within a matter of hours, and went out of stock in several hours. However, sometimes articles can be successful for one website, but differ for another even though it's exactly the exact same video. It's fascinating to see the outcomes, but I'm not sure if it's because my viewers are distinct on every platform. It could be due to the particular platform. TikTok offers a higher chance of becoming viral due to the fact that it has an identical audience. But, regardless of the reason, this study is interesting. The algorithm plays a significant role when it comes to the quality of video content, which is the reason it can have an enormous impact on sale. However, should you remain committed to creating a quality product that me and my colleagues daily it is not necessary to have video clips that are viral. Although they are appealing but my business does not count on them to make it popular. Instead, the company is founded on the quality of their products.
As we go forward creatives will recognize that they need to use social media in order to expand the audience and for traffic generation instead of a tool that allows directly monetization as we've seen you achieve. What do you think about this development?
It is important to offer something for those who watch your work. It is essential to produce something valuable regardless of whether in entertainment or education. You can't create a loyal following merely through trying to earn money from them. That's why whatever you're doing which you're listening to this morning: What is that part of your communication with others that people will want be able to bring to their homes and be capable of remembering? Just keep trying to make your message more useful to the people who read it once you're ready to publish the publication. The people will be thinking about how you've helped them. They'll be eager to take part in the process as you release your products. This isn't necessarily my idea in mind it was what happened.
My YouTube channel has posted over the span of about a decade , and also created products and customers who see how the project is developing and wish to join in the development process. By involving people when designing my product, it has created a real community.
Most creators believe that the only method to make money is to contract with affiliates using social media. What suggestions do you have to help creators diversify their revenue streams?
Look at every way creators could diversify their streams of income. You're not denying that you've brands. However there is also AdSense on YouTube along with TikTok's creator fund. Creators can also choose to create a variety of other products, such as goods and digital products, such as a service, or online course that are available . When you're evaluating your offerings each day, it's crucial to be aware of the value you're offering. What is it that people would like to purchase? It is important to ask yourself this answer, because it is possible to make content at no cost but you're not capable of offering the entire world for free. If you attempt and fail, you'll burn out. Additionally, research has shown that it's the case that when someone purchases something, they're more likely to remain interested than if they got it in the form of gifts for free.
I think it's important to establish what the value of your work is. Then put it in some other context, such as a service, a product or even a piece of metal.
What strategies have you employed to extend the audience reach of your Facebook followers to spread the word about POPFLEX and the Blogilates range of goods at Target? How did you bring traffic generated by social media back to your site?
I'll share with the viewers how I came up with the idea. If I show the best garment I've ever seen I'm not just telling you that it's an excellent piece of clothing. You should buy it.' We aren't trying to sell to our audience. They are being educated. I develop products to address the issues. I incorporate participants into the process of design, which helps by involving them into the design process, and for them to be involved within the design procedure. Their design requests are considered when it comes to product development and then we will help in bringing it to life by helping improve the trust of my customers. They're not treated as customers but considering them as co-designers. This helps make an experience which is fun for everyone.
In terms of transfer of my customers away from my social media profiles to my website I focus on things that are obvious, such as including the Instagram address. For example, making use of tags to advertise your services. Linking is a way for me to redirect my audience from my social platforms to my website. Furthermore, I employ various content creators who display my clothing , and demonstrate how my clothes fit women of different dimensions and shapes. Indeed, the articles we write will attract my clients to my site. In addition, I make use of newsletters to bring in a large deal of sales.
Was the initial place you started the journey to Pilates ? The reason why did you decide to design Your Pop Pilates courses on ?
I was desperately searching for a website that could offer my teacher training course at the start of this program I talked about the possibility of the possibility of teaching POP Pilates in 24 Hour Fitness. Over the course of time, POP Pilates becomes the official pilates class offered by 24- Hour Fitness locations all over the US. That's why I tried to find an online portal or program to house all instructors in addition to demonstrate the dance routine. I could not find any. I was watching Chalene Johnson's show on the show. It was a casual conversation about something that she brought up . This is how I discovered the possibility of it being there ! It was really the only thing that could help me achieve my goals that I needed to achieve at the speed required by me which is the reason I'm happy of it.
Looking at the creation world generally. What are the biggest mistakes that creators make today?
Creatives have a lot of mistakes to make at present, but my biggest issue I've observed is when artists are given a significant amount of attention and enjoy an immense following. But then the time is when they are offered contracts from brands, and the work they do begins to seem strange. It's true that they need an income and want to cover their expenses however, at the same time they're also ruining the trust of their customers. This has happened to me. The content of content can damage brands of the creators. Furthermore, I'm eager to understand how an artistic career an inspiration for another field can play out. In this case, for instance teachers are now an influencer. A teacher's entire success as an educator is due to their ability to teach however, what happens when they cease to be a teacher since they've turned into an entrepreneur?
Start a simple class on .
What is the thing that people don't hear creators do often enough?
Every day I hear that people want exactly the same item that you offer. They would like to provide an array of products so that they don't need to be talking about various brands all the time. In reality, however, I believe to want to do thatyou should be able to envision running any kind of enterprise that's built around the concept of products. I believe that each artist with an audience must provide some kind of product or service. The creators should be. Consider and advertise your items, since if you don't then your product is likely to be difficult to promote.
Do you have any suggestions that you can offer those who are just beginning this path who is looking to start with digital devices?
I believe it is the reference to something that I wrote earlier on about working to determine what value the product provides to the user before figuring out a way to package it in a way that it is available for purchase. You have to be sure to know what the value is. If you're still uncertain, it's appropriate. Test the message you want to convey with free material. It's about feeling out those who are watching your content. In addition, I'd like say that you must take care not to let your audience steer you into the direction you do not trust. If you're following stats and you make excessive comments, it could lead to losing your personal identity. In the end, you're unmotivated and aren't sure what beliefs you hold to this is one of the main reason why artists burn out. Creatives who are burned out are unhappy because they can't never live their lives in a way that will benefit themselves. They're creating, living and becoming a person. Thus, you must be aware of the signals that come through, and not just your heart. At the end of your day, you should be creating material that is satisfying to you otherwise the end result will be failure.
Make your own destiny digital items
The success of creators is dependent upon diversifying their revenue streams for viable businesses. This is the same as Cassey did.
Through the internet, including virtual classes as well as tangible goods along with brand partnership Cassey has managed to enhance her impact around the globe while remaining the one in charge of her destiny.
As creators become a part of the trend, the manner in which they engage with social media may alter. It will not be used for income generation but instead be used for users to find more stable revenue sources, like digital goods.
"The greatest role Pop Pilates has played is aiding me in fostering the formation of a vibrant instructor community for Pop Pilates." Cassey Ho Cassey Ho
has already supported over 55,000 entrepreneurs who are innovative, earning the sum of $4.9 billion. The number of entrepreneurs supported is increasing with each passing second.
We're taking out the middleman, and allowing you to retain all of your earnings and have your own customers, model of business, and brand.
If you're looking to learn more about the ways you can achieve your goals and excel in your profession as an entrepreneur and creator, look out for Cassey together with Matt Steffanina, 's President/CPO Sean Kim, and Jim Louderback on the stage sponsored by Cassey at SXSW in the coming months..
If you're interested in diversifying your income with digital services You can try them for yourself with the free trial of 14 days.
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