Cassey Ho of Blogilates shares tips for success before SXSW
While the world is grappling with the prospect of recession, everyone is seeking a means to safeguard themselves, not just creators of content. This is why some are coming to realize that using only branding partnerships or sponsorship agreements to generate revenue isn't sustainable..
There is a chance of a downturn Brand deals, along with similar agreements don't have the reputation of being reliable regardless of whether artists have established large follower counts. Add a downturn into the mix and deals may disappear completely as sources of revenue for a lot of creators.
Solutions to this problem have been proposed, among them the development of social media funds like TikTok's. Although they may seem, they've come under scrutiny in terms of payouts, they're not that big because of the large number of creators seeking a portion of the limited funds. As a result, TikTok is currently trying to test a new creator fund that will give creators greater payment rates, though it's not yet clear if this model can do ways that the original model from 2020 failed to accomplish.
In order to get at the root of the question of how individuals can build viable business that are free from the limitations on social networks, we have to work with the queen of business entrepreneurship herself, business maverick Cassey Ho, also known as Blogilates.
About 12 and a half years ago, a small home pilates YouTube video earned Cassey's elevation to influencer status. She's motivated over 14 million people with her videos that are watched over two billion times.
It meant Cassey could focus on her passion for fashion. She now has not two multi-million dollar portfolio brands, Blogilates and POPFLEX and the partnership with 24 Hour Fitness, where her unique method of POP Pilates is taught in fitness centers across the nation. It also includes her famous POP Pilates online certification course and certification course, which Cassey hosts .
By leveraging her audience and to adapt to the requirements of her fans through a range of services, Cassey has created a firm which has been on the radar for over a decade.
Check out the Q&A interview with Cassey to learn more about the ways she's diversified her earnings streams with digital products, physical merchandise as well as other.
Note: The responses were lightly edited to improve the clarity.
How do you pitch the elevator song you use?
One could say that I'm a fashion - and fitness-related businessman. My initial venture was on YouTube for teaching of pilates. All platforms included I have more than 14 to 15 million followers with 2 billion views. My career off to a good start by offering free training videos to the public, however it wasn't really my goal. I've always wanted to be at the forefront of fashion. I began teaching classes that created a sense of community, and then because of that I was able reconnect with my initial passion for fashion. The people I taught to began asking me for yoga mats , clothes, and I began dressing my students. And it's just been such wonderful journey that social media has led me back to my first interest. My yoga mats can be placed on Target in the category Blogilates. POPFLEX is my company for clothing.
Let's take a look and see what you've learned from your experiences on social media. What inspired you to start you YouTube channel?
My job was as a pilates instructor at the college. POP Pilates specifically. It is an fitness that is based on music. However, at that time no one was teaching that form of exercise. Pilates was taught only to the classical genre. That's why I taught the class at 24 Hour Fitness as well as finishing my degree, and when I graduated, I was given an offer in Boston and was aware I needed to move to another country and I was no longer able to continue teaching this kind of pilates anymore. In light of this, I decided to record an exercise that lasted about ten minutes. I uploaded it to the YouTube website in 2009. The exercise was just for 40 members of the gym. That's all. When the upload of it wasn't until I saw the post that I decided to not look at it again until the next month. The video received thousands of views as well as many users requesting more. This is the reason for why I created Blogilates!
Have you made any changes to your approach to making use of social media changed in your experience since you began Blogilates back in the year 2009?
In 2009, it was YouTube that was utilized to create video. Facebook was the platform to make communities. It was a fun place back then. Over the years it's been interesting to see all the social media platforms pop up in the past, and it's been an immense amount of work however, you must be able to stay relevant in the face of new technologies. It is essential to determine how to best connect with your users on each platform and how to write content on each. One of the most important things is staying on top of the game. However, social media, at final analysis, is an instrument. So, it's dependent on who's monitoring you on the platforms, however for the most part I consider it to be beneficial as it is able to be a catalyst for change and no one hinders your successful journey. Keep testing and testing until you discover a kind of content that you like, and you will continue to work hard each time.
What's changed since your first launch back in 2009 ? What's changed during the process as a creator on YouTube?
A lot has changed! In 2009 when I was an influencer, it wasn't an option; earning cash through deals with brands wasn't an option; AdSense was not even an idea back then. YouTubers posted videos to YouTube for the simple reason of wanting to share their expertise and funny moments and the videos they made. That was it. It was not about becoming famous or getting YouTube stars. The year 2023 is here, and the scene is so different and, in many ways, I'm sure there's less authenticity.
The majority of people are looking to become creators or influences in order to gain to be recognized and admired. The self-worth of these people is determined by their own metrics which makes me sad to think about that because a lot of the original creators that began in 2009 were there to connect. That's why I went to the event. I was hoping to train POP Pilates. That's why Blogilates has been around for fourteen years. The company didn't die, and you see that happening a lot for younger writers. The market for creators is differentand more competitive. However, it's also fantastic for entrepreneurs because you don't have to rely on traditional media or advertisements to get your name noticed You can begin talking to potential clients using your smartphone and creating an TikTok short, YouTube videos, or Instagram Reel.
What was your experience like when you began earning money via YouTube? Have you put a plan in place to make an income that is sustainable? If so, can we ask you about the strategy?
In truth, I'm not certain whether it was really a plan. There was always a job to earn a little extra money. The plan was not to make it a full-time career within the realm of YouTube. I was involved in something in the background, however it was, whether that was selling items or my last and first corporate job. Therefore, I didn't really have a plan. At first, I started to notice that YouTubers and bloggers were signing agreements with brands that I did not realize using an agent or manager was even possible. One of my bloggers said to me "Don't worry with it. You don't need to reach out to anyone, just continue building your following and they'll be in the future.' So that's exactly what transpired. I don't know if I think that's an appropriate strategy, however I was focused on my readers and provided them with help by putting up content I believed in and everything else grew out of this. AdSense, brand deals, and anything else make up the majority of my sources of income. However, today, they make up only a small fraction of the total revenue I earn because my product is my primary focus.
Do you notice that this has happened consistently for you? Did it start through social media?
It was greater than a split as I was constantly making yoga mats as well as yoga bags as also brand collaborations. There were always partnerships and would grow and increase, but they grew and I became unsatisfied. I'm not one of the brand deal fans since, typically, when signing to sign up for deals with brands, you're bound with one that doesn't really know or respect the ideas you have. It's easy to follow all the bullet points on the document, however you hand in your material that is a complete rewrite of all bullet points, and then they're looking to change their ways due to their displeasure with the way they've been treated. I always felt that someone was telling me which aspects I ought to or should not do with my material as well as my audience. I became so dissatisfied with brand agreements that I've made it my goal over the past couple of years to get rid of the agreements and instead focus on expressing my brand's image.
Let's discuss the algorithm. Are algorithms affecting your ability to earn money from social media?
When I started creating video tutorials for my design work a year and one hour ago, it has been the way I made them has changed. TikTok algorithm or YouTube algorithm worked, maybe but not as much the Instagram algorithm. It could determine the future of a particular product and the speed that it becomes popular. As an example, we saw an embarrassing video climb through the roof and get more than 25 million views or more and was gone in just two hours. However, sometimes the same video can go popular on one site, but isn't on another. But it's exactly the same video. It's interesting to see the result, however. I'm not convinced that this is because my viewers being different on each platform. However, I'm thinking that it's due to the fact that, for instance, TikTok is a high-risk platform of being viral because they can provide users with the same demographic, however regardless the results are interesting. The algorithm plays a big role in the effectiveness of video on the basis of their performance, thus, playing significant roles in the selling process. However, should you keep focusing on the quality of your product that's what my team is doing every day, there's no reason to view the content that go viral. These are nice videos, however my company doesn't rely on being famous. It's based on the quality of the product.
In the future, creatives will realize that they must use social media as an opportunity to build audience and traffic source, not the instrument of immediate monetization, like what you've managed to achieve. What do you think of this change?
You want to be able to offer something worthwhile for the people you serve. It's essential to offer something of value, be it education or entertainment. You can't grow your following when you only attempt to make money off of them. What ever it is for those of who are listening to this moment: What is that thing that you share with your viewers that they will be able be able to bring home and will be able to remember? Just keep trying to make your message more useful to your viewers, and then when you're ready to release the product, they'll remember those times that you have helped them. They'll want to follow your path as you announce the new product. For me, even although it wasn't my intention, that's actually what transpired.
Free YouTube videos over a time period of about a decade as well as amidst designing processes and those who are aware of the process of the product and eager to become part of the design process. At the end of the day, it's about taking their input into the design process , and in the creation of the product truly a community.
Most creators think the only way to earn money is through affiliate agreements via social media. Where are the most effective ways to help creators diversify their sources of income?
There are many ways creators can diversify their revenue streams. It's no secret that you've got brands and AdSense on YouTube and TikTok's creator fund. Creators can also create products and merchandise along with digital offerings including a service, or an online course on . At the end of every day, it is important to ask yourself what is the value you're providing. What is it that consumers are willing to pay for? You should ask yourself this question since it's possible to make content on a budget, but it is not possible to offer all your content in exchange in exchange for a fee. In the event that you attempt to do so, you'll end up getting burnt out. Additionally, the behavior of the consumer has shown that when someone buys something, they're more likely to stick to the purchase than when they are offered the product free of charge.
It's important to identify what your value is prior to packaging it as something, which could be either a product of service or an article of material.
What strategies did you employ to increase your reach on Facebook and Twitter followers to improve POPFLEX as well as your range of Blogilates items at Target? What is the best way you have brought people from the social networks to your website?
I show my audience exactly how I came up with this idea. If I am showing off my most stylish garment that I own, I'm not likely be able to boast that I have a great sweater. Go buy it. We don't sell to our customers. They are educated. I design products that address issues. I integrate these into the process of design which allows them to be part of the design process and be involved in the creation of the final products. Their design requests will be taken into consideration for the development of products and we help make it come into being, and in doing that, we build confidence with my customers. They are not treated as consumers, we consider as collaborators within the process of design. It makes the journey fun for all.
In terms of moving my audience from social media to my website , I focus on the obvious like including an Instagram hyperlink. For example, using tags to promote your products. Links are a way to direct my customers from my social platforms to my site. Additionally, I use other creators of content in order to show off my clothing and showcase the way my clothes can be worn by women of different sizes and shapes. The content we create is the reason that draws my audience towards my site. Also, I use newsletters to generate a lot of sales.
How did you get started in the beginning ? What led you to create Pop Pilates? Pop Pilates courses on ?
I was desperately searching for an online platform that could host my instructor certification program , so in the beginning of this podcast , I discussed about possibilities of teaching POP Pilates at 24 Hour Fitness. Then, a few years later and POP Pilates becomes the official pilates of the 24 Hour Fitness centres across the US. This is why I wanted an online platform or software that could host all the instructors , and also to show the choreography. Then I did not find any. The incident occurred while listening to Chalene Johnson's podcast; she was talking in a casual manner on something and she mentioned something she was making references to . That's when I found out about it ! This was actually the only platform that allowed me to complete the work I had to do with the scale I required and I'm always thankful to it.
The creator landscape in general. What are the most common mistakes that you observe creators making today?
I see creators making many mistakes in the present and the most significant issue I've observed is that at times creators have the ability to get traction and a large audience. But then suddenly they get agreements with brand names and their content begins to appear extremely pressured. Sure that they require a pay check, and must pay the bills, however, in the meantime they're losing confidence among their followers. I've seen it [this style of content] degrade the reputations of the creators. In addition, I'm curious to learn how an artist's job that's built upon a career in another field develops. As an example, a teacher is now an influencer. Their whole rise to fame is based on being a teacher. But what happens when they stop as a teacher since they've become popular as a creator?
It's simple to get a fresh course started .
What's not being accomplished by creators in a sufficient manner?
Everyone would like to have your product or service. Customers want to provide a range of products in order to not have to think about numerous brands on a regular basis. But, the thing is that I think you have to desire that. It is essential to have the motivation to manage a product business. Anyone who has developed an audience ought to be able to offer a product or service. This is definitely the place creative people should focus on their work. You must believe and live your product because if you don't believe in it, it's likely to be a challenge to make it sell.
What's a piece of guidance you could offer to an individual who's brand new to this area and wants to start with digital offerings?
I think it goes back to what I said earlier about figuring out what value you could offer your clients in the process of coming up with the best method to package it up so that people can purchase this product. You have to keep your eyes on what the value is. If you're unsure it's okay. You can test out the concept with the no-cost content. It is important to check at ease with the people watching your video. However, I would suggest that you need to be careful about not letting the people watching you steer you in an area you aren't comfortable going into. If you are a follower of the numbers too much and you are too influenced by other people's opinions, this could lead to the loss of your own identity. It is possible to lose your purpose and don't really know who you are anymore. That's a big reason for creators to be burned out. Creators who do this become unhappy because they no anymore live their lives for themselves. They're creating and living in the service of the sake of someone else. Thus, you must pay attention to the various signals that are coming from your heart. The bottom line is that you should be producing content that is satisfying for you, without it, your content won't last long.
HTML0Make sure you are in charge of your destiny using digital goods
It's evident that the future of success for creators depends upon diversifying the income stream to build sustainable businesses like Cassey did.
With digital products, like online courses, as well as to brands and physical products, Cassey has been able to increase her influence across the globe, and, ultimately, control her fate.
As creators start following suit their methods of using social media will change. The social media platform will no longer be utilized as a tool to earn money and more as for the purpose of generating traffic and help users find more reliable revenue sources like digital products.
"The greatest role I have had aiding me in fostering the growth of a lively group of instructors to teach Pop Pilates." -- Cassey Ho
Already, it has supported more than 55,000 ingenuous entrepreneurs and has earned $4.9 billion. The amount of individuals supported increases with every day that passes.
We've cut out the middleman, so you'll be able to retain all the profits and own your model of business, customer base as well as your brand.
If you want to know more about how to own your own destiny and be successful as entrepreneurs and creators, catch Cassey together with Matt Steffanina, 's President/CPO Sean Kim, and Jim Louderback when they take to the stage for sponsors at SXSW later this month..
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