Cassey Ho of Blogilates shares strategies for success prior to SXSW
In the midst of the possibility of a recession, everybody is looking for ways to safeguard their own businesses, which includes content creators. This is why many are coming to the realization that relying solely on sponsorship deals and brand agreements to earn revenue isn't sustainable..
A possible recession aside Brand deals, as well as similar deals aren't known for consistency--even for creators with large follower counts. Add a downturn into the mix and deals may disappear completely as an option to earn income for a lot of creators.
Solutions to this problem have emerged, including the creation of social media funds similar to TikTok's. As great as the funds appear they've been criticized for small payouts due to the high variety of creators who want to share a part of these funds. In response, TikTok is actively trying to test a new creator fund which will offer creators greater payments, however it is too early to tell whether this revamped version of the fund can be able to do what the 2020 version did not.
To get to the root of how creative people can develop viable businesses that are free from the limitations that social media has, we set down to talk with the queen of entrepreneurship herself -- business mogul Cassey Ho, aka Blogilates.
Nearly 12 and a half years ago, an insignificant Pilates at home YouTube video led to Cassey's rise in influencer status. She's motivated over 14 million people with her videos that were watched more than two billion times.
As a result, Cassey could focus on her love of fashion. Cassey now has not only two, but two multimillion dollars portfolio brands: Blogilates and POPFLEX in addition to a partnership together with 24 Hour Fitness, where her unique format POP Pilates is taught in gyms across the country. In the agreement is her famous POP Pilates online certification course and certification program, which Cassey runs on .
By leveraging her audience and adjusting to the needs of her audience by offering a variety of products Cassey is able to create a successful business that has been in the spotlight for more than a decade.
Dive into our Q&A with Cassey to go deeper into how she has diversified her income streams through digital products, physical merchandise, and more.
Note: Responses were lightly edited to improve clarity.
What's the elevator song you use?
It is possible to say that I'm a fashion and fitness business owner. My first venture was with YouTube as pilates instructors. On all platforms, I have over 14 million or 15 million subscribers with two billion views, and essentially got my career started by offering free home exercise videos to users, but it wasn't really my intention. I always wanted to be fashionable. When I first started teaching classes, built a community, after which, I was able to get back to my original desire to be a fashionista. The people I taught to were asking me for yoga mats and clothes which is why I decided to outfit my students. It's been wonderful journey to see how social media led me back towards my original love of yoga. My yoga mats can be found at Target under Blogilates, and POPFLEX is my company for clothing.
Let's take a look and discover the social media aspects of your experience. Why did you decide to start the YouTube channel?
I was employed as a part-time instructor teaching pilates while in college, POP Pilates specifically. This is a form of exercise that involves music but at the time, no one taught that style of Pilates. Pilates is done with the absence of music, or only to classical music. So, I was teaching in 24 Hour Fitness, and I was graduating, and at the time I was offered a job to teach in Boston and knew that I needed to relocate to another country, and no one was going to be teaching this form of pilates any longer. In light of that, I decided to record a ten-minute workout and then put it up on this YouTube website in the year 2009. The video was intended for just 40 participants in the gym. That's it. Then, after I uploaded it, I never looked at it again until about a month later. It received thousands of views as well as hundreds of users asking for more information, which is the main reason for Blogilates!
What has your approach to make use of social media changed your life since you started Blogilates since 2009?
In 2009, it was YouTube as a form of video. Facebook was where you could create an online community. It was an enjoyable place back then. Through time, we've had various social networks come into play, and honestly, it's been absolutely tiring, but you have to keep your relevance by adapting to the new platforms. It's up to you to determine what you can say to your audience on each one as well as how to produce articles for each. It is essential to continue playing your game, however social media at the end of the day is a tool. So it really depends the people who are watching you use the platform, but for the most part I believe it's beneficial because it can break down walls and nobody is preventing you from your accomplishments. Keep exploring and testing until come across a kind of content that you like but you continue striving to improve it each time.
What has been different since your first launch back in 2009 ? What has changed in the process the process of creating content on YouTube?
It's been a long time since we've seen any significant change! In 2009 it was not an option; earning profits through brand partnerships wasn't a thing; AdSense wasn't even a feature in the past. People put up videos on YouTube because they simply wanted to showcase their talents as well as their humorous moments and the content they created. That was it. It wasn't about getting famous or becoming YouTube celebrities. In the year 2023, the landscape is so different, and it's different in many ways. I'm sure there's less authenticity.
Some people are looking to be influencers or creators because they're chasing fame and attention. The self-worth of these people is dependent on the numbers which makes me unhappy to think of that because a lot of the original creators who began in 2009 were looking to connect. This is why I went to the event. I was looking to instruct POP Pilates. And, I believe that is the reason Blogilates has existed for fourteen years now. The company didn't die which is taking place a lot in the case of new creators. I believe the market is different, and much more competitive. It's an excellent opportunity for entrepreneurs as you don't have to rely on traditional media and advertisements for getting your brand to the world; you can get started communicating with potential customers using your smartphone and making a TikTok and YouTube short or Instagram Reel.
What were your experiences when you started earning income through YouTube? Did you have a plan that you could use to earn a sustainable earnings? If so, can you tell us about the program?
In all honesty, I'm not sure if it was a true idea or not. I had always had work on the side. It was never to go full in the world of YouTube. I did something behind the scenes, whatever it was, whether that was selling merchandise or working my first and final company job. That's why I didn't make a plan. But in the beginning, I began to see that YouTubers and bloggers had been signing brand agreements but I didn't know that, or having an agent, or even a manager, was possible. One blogger friend of mine said "Don't stress about it; you don't have to go out. Just keep growing your audience and they will be there.' So that's exactly what happened. It's hard to say if consider that to be a good strategy however, I was focused on my followers and worked to serve them with great content that I felt strongly about, and everything else resulted from that. AdSense, brand dealsand anything else are a part of my revenue stream, but today, they make up less than one percent of my total revenue since it's the primary aspect.
Was that always the case for you? Or did it begin primarily via social media?
It started out probably more than a split, as I was constantly creating yoga mats or bags, and brand deals were in the pipeline and they'd increase, but when they increased, I also became more unsatisfied. I didn't enjoy them (brand agreements) because usually in these deals you're tied together with a firm that just doesn't really understand or trust your direction; you follow the bullet points of the brief, but you turn in your content and knock off every single bullet point. Then they're looking to make a change due to their displeasure with the way it's being presented. There was a constant sense of people telling me which things I could or should not use my own material and audience. I became so dissatisfied with brand agreements and it's my goal over the past several years to fade off of these agreements and concentrate on speaking about my company.
Let's discuss the algorithm. Do you think algorithms have affected your capacity for earning money through social networks?
Since I began making video designs a year two months ago, I realized that the way that the TikTok algorithm, or the YouTube algorithm worked, maybe not so much the Instagram algorithm. It could define the future of a product , and also how fast it's going to sell out. For example, we had one of our legging videos explode in popularity to gain more than at least 25 million or more views which was sold out in just a few hours. However, sometimes a post will go viral on one platform and won't on another, and it's identical video. It's fascinating to observe what happens however, and I'm not sure that it's due to my target audience being distinct on every platform however, I believe it's because, as an example, TikTok has this high chance of virality because they are able to serve it to a look-alike audience however, whatever the reason the case, it's fascinating. The algorithm plays a big role in the way that videos perform as well, which is why it plays a big role in sales. However, if you continue to focus on a great product, that's what my team and I do every day, there's no need for to watch the videos that go viral. They're nice, but 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 have to utilize social media more as an audience builder and traffic source rather than an instrument for direct monetization - similar to what you've been able to do. Do you have a view on this development?
You want to be able provide something for your audience. It is essential to provide worth, whether it's for entertainment or education. It's not possible build a following if you're just going to try to extract money from them. That's why whatever you're doing to those who are this morning: What is that thing that you share with others that they'll want to take home and remember you for? Just keep trying to assist your customers And when you're ready to launch your product, they'll be able to recall the times you helped them. They'll be eager to become part of your journey as you launch that product. In my case, even while this wasn't the plan I had in mind, that's actually what happened.
Videos on YouTube for free over the course of a decade, as well as amidst the process of designing products and fans seeing the journey of the product, and want to be a part of it. In the end, by involving them in the design process I've created this project it's a genuine community.
Most creators out there think that the only way to make income is through brands and affiliate agreements on social media. What are the best places to suggest creators diversify their internet income streams?
We'll list all the ways creators can diversify their sources of income. Of course, you have brands, but you also have AdSense on YouTube as well as TikTok's creator fund. Creators may also consider making products and merchandise, as well as digital services like a service or an online course on . At the end of your day, you need to consider what is the value you're providing. What do people want to pay for? must ask this question since you are able to make content that is free, but you can't give all of your content at no cost. In the event that you do, you'll get burned out. In addition, research is a proven fact that when a person decides to purchase something, they're more likely to stay by doing what they say than when the item is provided at no cost.
I believe it's essential to define what your worth is before packaging the value into something, which could be a service an item, or content.
How have you leveraged your social media audience for POPFLEX and your Blogilates line of products available at Target? What is the best way you have directed visitors from social media onto your site?
I will show the audience how I came up with the idea. If I am showing off an awesome sweater, I'm not just telling them 'Ooh, here's a cool sweater. You should buy it. Also, we don't sell to our audience. We are educating them. I design in order to resolve challenges. I involve them in the design process that helps involve them into the process, and to involve in the process. Their design requests are passed on to the development team, and then we help make it happen, and through that we create trust with my audience. They're not treated as customers, we treat them like co-designers. This helps make the experience enjoyable for everybody.
When it comes to getting my viewers to move from my social media accounts to my site, I focus on the simple things like putting an Instagram link. For example, using tags to promote your items. I use links to move my audience from social apps 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 dimensions and shapes. Our content will draw my customers towards my site. I also utilize a newsletter to generate a lot of sales.
Where did you begin on ? What inspired you to develop the Pop Pilates courses on ?
I was desperately searching for a site that would provide my instructor-training program , so near the beginning of this show, I discussed about teaching POP Pilates at 24 Hour Fitness. In the next few years, POP Pilates becomes the official pilates of the 24 Hour Fitness centers across the US. This is why I wanted to find an online software or portal that would house all instructors as well as share the choreography. But I didn't come across anything. It was while listening to Chalene Johnson's podcast. She was just casually talking about something, and she brought up . That's when I learned about it ! It was really the sole platform to permit me to accomplish the things I had to do at the size required to accomplish and I am always grateful for that.
Looking at the creator landscape in general. What are some of the most common mistakes that creators commit in this environment today?
There are creators who make many mistakes in the present however the most common problem I'm seeing is that sometimes creators are able to gain traction and a large audience. But then the moment comes that they sign brand agreements and their content begins becoming extremely unnatural. Sure that they require a pay check, and they need to pay bills and pay for their bills, but at the exact that they're losing trust [with their audience]. I've seen it [this style of content] degrade the brands of creators. In addition, I'm interested to know how the career of a creator based upon other careers plays out. For example, a teacher is now an influencer. Their entire rise to fame comes from being a teacher, but what happens when they quit teaching because they've become so famous as a creator?
What do we suggest? Begin a class on .
What's one thing that the creators don't seem to be doing enough?
Everybody tells me all the time 'Everyone wants the same thing you offer. People would like to create a brand in order to not need to be talking about other brands constantly. But here's the truth, I think you have to be interested in that. You need to be motivated to manage a product business. It's my opinion that every artist that has built a following should possess a item or service. It's definitely where creators should be and you should be a believer and actually live the product, because if you don't, your product is going to be very difficult to make sales.
What's a piece of advice that you would give to someone just starting out to this path who is looking to get started with their digital tools?
It seems to go to the point I made earlier about figuring out what the value is you provide to your audience before figuring out a way to present it in a way that people can purchase it. You have to be strong in what that is. If you're still not sure, that is fine. You can test out what that thing is with the free content. The key is to feel out the people who are watching you. It is important to note that you should be cautious in not let your audience steer you into a direction isn't something you feel confident into. If you don't pay attention to the statistics too closely and the comments too much and you lose 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 that creators become burned out. Creators who do this are unhappy as they can no longer live for themselves. They're living and creating for someone else. So pay attention to all the signals, including your heart. In the end, you must be creating content that is enjoyable for you or else this is likely to end in failure.
Make your own destiny digital items
The future of creator success relies upon diversifying the income stream in order to establish sustainable businesses, much the way Cassey did.
Through digital offerings, such as online courses, in addition to physical merchandise and brand deals, Cassey has been able to make an impact on the world, and, ultimately, control her future.
If creators are beginning following suit, the way they use social media is likely to evolve. They'll use it more as a means of the purpose of monetization, and instead as an avenue to direct the audience towards other trustworthy sources of income, such as digital merchandise.
"The biggest role has played is in helping me foster a vibrant instructor community for Pop Pilates." - Cassey Ho
has already supported over 55,000 creative entrepreneurs to earn an estimated $4.9 billion. This number is growing each minute.
We're ditching the middleman so you can keep all of your profit and also own your customers, model of business as well as your name.
To learn more about how you can own your destiny and succeed as a creator and entrepreneur Catch Cassey, along with Matt Steffanina, 's President/CPO Sean Kim, and Jim Louderback as they perform on the sponsor stage of SXSW in the coming month..
If you're interested in diversifying your income with digital services, check them out your options with the free trial of 14 days.