Cassey Ho of Blogilates shares strategies for success prior to SXSW
In the midst of the possibility of a recession, everybody is looking for an avenue to secure themselves, including creators of content. As a result, people are beginning to come to realize that the sole reliance on brand deals and sponsorships for revenue isn't sustainable.
Potential recession aside brands, deals with brands or similar arrangements aren't renowned as reliable, even for artists who have built massive followings. Throw a recession into the mix, and brand deals might disappear entirely as an income option for many creators.
Solutions to this problem have been developed, among them Social media creator funds such as TikTok's. Although these funds may appear, they've been criticized in terms of payouts, which are small due to the huge number of creators seeking a portion of the limited funds. As a result, TikTok is actively testing a revamped creator fund that will give creators more payments, however only time will tell if this revamped model of fund can achieve what its 2020 version was unable to do.
To understand the underlying principles of the question of how entrepreneurs can create sustainable businesses free of the restrictions on social networks, we set down on the runway with Queen of entrepreneurship herself -- business mogul Cassey Ho AKA Blogilates.
More than 12 years ago, a modest home pilates YouTube video led to Cassey's rise in influencer status. She's motivated over 14 million people through her viral videos which have been watched over two billion times.
This meant that Cassey could focus on her love of fashion. She now sports, not only two, but two multimillion dollar portfolio brands, Blogilates and POPFLEX, as well as an alliance with 24 Hour Fitness, where her unique format POP Pilates is taught in gymnasiums throughout the United States. In the agreement is her famous POP Pilates online certification course and certification program, which Cassey runs on .
With her ability to leverage her fans and adapting to their demands with multiple products, Cassey has built a business that has been in the spotlight for more than 10 years.
Dive into our Q&A with Cassey to learn more about the way she's diversified her income streams through physical products, digital goods 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'm a fashion and fitness-related business owner. My first venture was with YouTube as pilates instructors. All platforms included I am averaging 14 to 15 million followers as well as two billion views. And I basically started my journey with free training videos to the public, however that really wasn't my goal. I've always wanted to be at the forefront of fashion. I started teaching workouts that helped build a community and later, because of that I was able to reconnect with my first love of fashion. The people I taught to were asking me for yoga mats, clothes, and clothing, so I began to dress my audience. It's been wonderful journey to see how social media has brought me to return my first passion. My yoga mats can be purchased at Target under Blogilates, and POPFLEX is my clothing company.
Let's look at the social media aspects of your journey. Why did you decide to begin the YouTube channel?
I was employed as a part-time instructor instructing pilates in college. I taught POP Pilates specifically, which is a form of exercise that involves music however, at that time no one taught that style of Pilates. Pilates was done to only classical music. This is why I was teaching at 24 Hour Fitness, and I was finishing my degree from the school, and in that time I was offered a job to teach in Boston and I knew I had to move to another country, and nobody was going to be teaching this form of pilates again. Because of this I decided to make the workout in ten minutes, and upload it on the YouTube website in the year 2009. The workout was just for 40 people who were at the gym. That's it. Then, after the video was uploaded and deleted it, I didn't look at it again until about a month later. The site had thousands of visits as well as hundreds of users asking for more. That's the main reason for Blogilates!
How have you changed the way that you utilize social media evolved your life since you started Blogilates since 2009?
In 2009, YouTube was the form of video. Facebook was where you could create communities. It was an enjoyable place back then. Throughout the past few years, we've seen various social networks come into play as well, and frankly, it's been exhausting nevertheless, you need to keep your relevance by adapting to the new platforms. You have to figure out how to speak to your audience on each one, and how to create content on each one. The trick is to stay in your game, however social media at the end it all is an instrument. It all depends on who's watching you on that tool, but for the most part I consider it to be an excellent thing since it puts barriers to the door and no one is gatekeeping you from your success. It is possible to keep exploring and testing until find a type of content that works but you continue working to do it better every single time.
What has changed since the time you launched back in 2009 in terms the process of creating content on YouTube?
A lot has changed! In 2009, being an influencer wasn't an option; earning money via brand deals was not a trend; AdSense wasn't even a concept at the time. People put up videos on YouTube as a way to show their knowledge and funny moments and the content they created. That was it. The goal wasn't to become popular or being YouTube celebrities. In the year 2023, the landscape has changed completely, and in many ways, I honestly think it's a lot less genuine.
Many people want to be influential or create due to the desire for recognition and fame. Their self-worth is dependent on the numbers which makes me unhappy to think of this because many of the original creators who first started their journey in 2009 were there to meet. This is why I went to the event. I had a desire to teach POP Pilates. That is the reason Blogilates has been around for 14 years. The company didn't die, and you see that taking place a lot in the case of younger creators. The landscape is different and a lot more competitive. However, it's great for entrepreneurs since you don't have to rely on traditional media and advertisements for getting your brand to the world; you can get started connecting with people just with a simple switch on your mobile and creating the TikTok, YouTube Short or an Instagram Reel.
What was your experience like as you began earning money through YouTube? Do you have a strategy for generating a steady income? If yes, please provide us with the details of the plan?
Honestly, I don't know whether it was really a plan. There was always a job as a side hustle. The goal was not to be a full-time contributor with YouTube. I was working at the back of my mind, whatever it was, whether that was selling merchandise or my first and last company job. That's why I didn't really have a strategy. But in the beginning, I was beginning to notice YouTubers and bloggers were receiving brand contracts, and I didn't even realize that having an agent, or even a manager, was a possibility. One of my bloggers said to me 'Don't worry about it, you don't need to reach out. Just keep growing your audience and they will arrive.' So that's exactly what transpired. I don't know if I consider that to be a good strategy, but I really focused on my readers and helped my audience by creating excellent content that I was deeply about. Then everything came from that. AdSense, brand dealsand anything else constitute a portion of my revenue stream, but today, they make up less than one percent of my entire revenue because my product is the most important aspect.
It was always that way for you? Or did it begin primarily via social media?
It was initially than a split, as I was constantly creating yoga mats or bags, and brand deals were in the pipeline and they'd increase in the beginning, however when they increased and I became dissatisfied. I was not a fan [brand deals] because oftentimes in these deals you're tied with a business which doesn't fully understand or trust your direction It's like you go through all the bullet points on the brief, but you submit the material, and it knocks off every single bullet point. Then they want to make a change due to their displeasure with it. There was a constant sense of someone was telling me which things I could or should not use my own material and my audience. I became so unsatisfied by brand deals, so it has been my goal over the past few years to get off of these agreements and concentrate on speaking about my personal brand.
Now, let's talk about the algorithm. Are algorithms affecting your ability to earn income over social platforms?
The first time I made design videos a year and two months ago, I realized that the way the TikTok algorithm or YouTube algorithm worked, maybe not so much the Instagram algorithm. It could decide the fate of an item and how fast it's going to be sold out. As an example, we saw one of our legging videos explode in popularity to gain more than 25 million or more views, and it literally sold out of the product in just a few hours. Sometimes, however, a video will go viral for one platform but not in another. It's exactly the same thing. It's intriguing to know what happens in this regard, and I'm not convinced it's because my audience is distinct on every platform however, I believe it's because, for example, TikTok has this high likelihood of becoming viral due to the fact that it can serve an audience that is similar to the one on TikTok however, whatever the reason the case, it's fascinating. The algorithm plays a big role in the performance of videos as well, which is why it plays an important role in the sales. However, if you continue to focus on creating a high-quality product which my staff and I does every single day, then you do not need the viral videos. They're nice, but my business isn't dependent on going viral, it is based on the quality of its product.
As time goes on creatives will be aware that they need to use social media more as an avenue to increase audience size and as a traffic source rather than an instrument for direct monetization like what you've done. What's your opinion on this development?
It is important to give something to the people who watch you. You have to create value whether that is for entertainment or education. You're not going to grow an audience when you only try to extract money from them. Whatever it's for those of you listening this morning: What is that aspect you communicate with others that they'll want be able to bring home and will keep in mind? Just keep trying to assist your customers And when you're ready to launch that product they're going to think of the time you help them. They'll want to be part of your journey as you launch that product. For me, even though this wasn't my strategy this is what actually ended up happening.
Free YouTube videos over a course of a decade, while also creating products and people who see the process of the product and eager to become part of the process. Then, by including them in the design process I've created this project I'm doing a true community.
A lot of creators think the only method to earn money is through brand and affiliate agreements on social media. Where would you suggest that creators diversify their internet income streams?
Let's list out all of ways that creators can diversify their sources of income. Of course, you have brands, but you also have AdSense on YouTube, and TikTok's creator fund. Creators can also branch into making products and merchandise and digital products like a service or online training course . At the end of every day, it is important to consider what value are you providing. What do people want to pay for? should ask yourself this question since you are able to make content that is free but you cannot give all of your content for free. In the event that you do, you'll get burnt out. In addition, research is a proven fact that when a person buys something they're more likely to stay with the action than if it is offered as a free gift.
I think it's important to define what your worth is, and then wrap it into something, such as a service, an item, or an article of content.
What strategies have you used to increase your social media followers to promote POPFLEX as well as your Blogilates line of products available at Target? How have you transferred the traffic generated by social media on your site?
I show my audience exactly what I thought of when I created something. When I show off the coolest garment, I'm not going to say 'Oh I've got a great sweater. You should buy it. We aren't selling to the audience. We're educating them. I design in order to resolve challenges. I incorporate them into the process of designing and help to include them throughout the process and involve with the final product. Their design requests go to product development, and we make the thing come to fruition, and in doing that we create confidence with my customers. They're not treated as clients, but we're treating them as collaborators in the design process. I think this makes the journey fun for everybody.
When it comes to getting my viewers to move from my social media accounts to my website, I focus on the simple things like putting an Instagram link. For example, tagging your products. I use links to move my followers from social media to my site. I also utilize other creators of content to showcase my merchandise, as well as represent how the clothing will fit women of all different dimensions and shapes. Our content is what funnels my audience to my website. Additionally, I utilize newsletters to generate a lot of sales.
How did you ultimately start on ? What led you to create Your Pop Pilates courses on ?
I had been desperately searching for a website to offer my instructor training program , so near the beginning of the podcast, I spoke about the possibility of teaching POP Pilates at 24 Hour Fitness. In the next few years and POP Pilates becomes the official pilates program for every 24 Hour Fitness in the US. Therefore, I searched for an online portal or program to host all of the instructors , and also to show the choreography, and I didn't come across anything. It was while listening to Chalene Johnson's show on her podcast. She was talking in a casual manner about something and she mentioned . That's when I found out about ! It truly was the only platform that would permit me to accomplish what I needed to accomplish on the level that I needed to do that's why I'm always thankful for it.
Examining the landscape of creators overall. What are some of the most common mistakes that creators make in the current environment today?
There are creators who make many mistakes in the present and the biggest one I see is sometimes creators get a great deal of popularity and an enormous audience. But then the moment comes that they are offered brand contracts and their content starts becoming very forced. Naturally, they need a paycheck as well as pay their bills, but at the same the same time, they're destroying the trust of their fans. I've seen it [this style of content] decimate the brands of creators. Also, I'm intrigued to learn how creating an artist career that is based on another career plays out. A teacher, for instance, turns into an influencer. Their entire rise to fame is due to being a teacher, but what happens after they stop teaching because they've become so famous as a creator?
What do we suggest? Get a new course started .
What is one thing you don't see creators doing enough of?
Everybody tells me that everyone wants what you have. People want to have a product line to ensure that they do not have to be talking about other brands constantly. The thing is that I believe you must to want that, you must be able to envision running any kind of business that's based around products. I think every creator that has built a following should possess a item or service. I think it's definitely where people [creators] should go however, you must trust and believe in your product, because if you don't believe in it, it's likely to be a challenge to market.
Do you have any advice that you would give to someone just starting out in this field who would like to start using digital products?
It seems to go to what I mentioned earlier about figuring out what value that you can provide your customers in the first place, then finding a way to package it so that it is available for purchase. You have to be strong in what that is. If you're still not certain, that's acceptable. It is possible to test your idea with the free content. It's about feeling out your target audience. However, I would like to add that you must be cautious in not following your audience towards a direction you aren't comfortable in. If you follow the statistics too closely and you are too influenced by the opinions of others it can lead to losing your own identity. It is possible to lose the purpose you have, and you don't know the values you hold to, and this is one reason why creators are burned out. People who create this way feel unhappy since they can't have the freedom to live for them. They're creating, living and being someone else. So pay attention to all signals, not just your heart. The bottom line is that you must be creating contents that make you feel happy otherwise it's not going to last.
Make your own destiny digital products
The future of the creator's success depends on diversifying income streams in order to establish sustainable businesses, much as Cassey has done.
Through digital offerings, such as online courses, in addition to brands and physical products, Cassey has been able to scale her impact around the world and eventually, take control of her own destiny.
If creators are beginning to follow suit how they make use of social media is set to change. They will use it not as a method of monetization and more as for a source of traffic to guide users to other trustworthy sources of income, such as digital goods.
"The biggest role has had in helping me foster the development of a vibrant community of instructors for Pop Pilates." - Cassey Ho
has already supported over 55,000 creative entrepreneurs to earn the sum of $4.9 billion dollars. And, that number grows as each day passes.
We're going to eliminate the middleman and allowing you to retain all of your profit in addition to owning your business model, audience as well as your name.
For more on how to take control of your destiny and be successful as an entrepreneur or creator, catch Cassey as well as Matt Steffanina, 's President/CPO Sean Kim, and Jim Louderback as they perform on the sponsor stage of SXSW next month.
If you're looking to begin expanding your earnings through digital goods, try them out with the free trial of 14 days.