Cassey Ho of Blogilates shares strategies for success prior to SXSW
In the midst of the possibility of a recession, everyone is seeking ways to safeguard themself, even creators of content. This is why some are coming to the realization that using only 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 to be reliable even among creators who have established huge followings. Add a downturn into the mix, and deals may disappear completely as an income option for many creators.
Solutions to this ongoing challenge have been developed, among them social media creator funds, such as TikTok's. As great as the funds appear they have faced scrutiny for their small payouts because of the high number of creators seeking a portion of the finite funds. In response, TikTok is actively trying to test a new creator fund that will give creators more payments, however it is too early to tell whether this revamped model of fund is able to achieve what its 2020 version could not.
To understand the underlying principles of how creators can build viable businesses that are free from the limits on social networks, we sit down to talk with the queen of entrepreneurship herself -- business mogul Cassey Ho AKA Blogilates.
Nearly 12 and a half years ago, a modest house pilates YouTube video earned Cassey's elevation to influencer status. Cassey has inspired more than 14 million people with her videos that have been watched over 2 billion times.
In the end, Cassey could focus on her love of fashion. Now, she has only two, but two multimillion dollars portfolio brands: Blogilates and POPFLEX and a partnership that she has with 24 Hour Fitness, where her unique style of POP Pilates is taught in fitness centers across the nation. In the agreement is her signature POP Pilates online certification course and certification program, which Cassey runs on .
Through leveraging her followers and adapting to their demands with multiple products, Cassey is able to create a successful business that has been in the spotlight for more than 10 years.
Take a look at our Q&A with Cassey to go deeper into the way she's diversified her sources of income through physical products, digital goods and much more.
Note: Responses were lightly edited to improve clarity.
What's your elevator pitch?
You could say that I'm a fashion and fitness-related business owner. My first venture was with YouTube as an instructor of pilates. All platforms included, I have over 14 to 15 million followers, and two billion views, and basically started my journey by offering free home exercise videos to users, but it wasn't really my intention. I've always wanted to be at the forefront of fashion. I began teaching yoga, built a community, and then because of it I was able to return to my initial passion of doing fashion. My audience was asking for yoga mats, clothes, and clothing, so I began to outfit my students. It's been an amazing journey as social media led me to return my original interest. Yoga mats are located on Target under Blogilates, and POPFLEX is my clothing business.
Let's look at the social media aspects of your experience. What inspired you to create you own YouTube channel?
I had a side job teaching pilates while in college, POP Pilates specifically. It is done to music, however, at that time no one taught that style of Pilates. Pilates is done with the absence of music, or only to traditional music. So, I was teaching at 24 Hour Fitness, and I was finishing my degree, and at the time I was offered a job to teach in Boston and was aware that I needed to relocate to another country, and nobody was going to be teaching this kind of pilates anymore. Due to this, I decided to record the workout in ten minutes, and upload it on the YouTube website in 2009. The video was intended for just 40 participants who were at the gym. That's it. Then, after I posted it on YouTube, I never looked at it until about a month later. The site had thousands of visits and hundreds of people requesting for more. That's the reason why I started Blogilates!
How have you changed the way that you utilize social media evolved in your experience since you began Blogilates back in the year 2009?
In 2009, YouTube as a form of video. Facebook was the place to create a community. It was a great spot back in. Through time, we've had all of these different social networks come into play as well, and frankly, it's been absolutely tiring, nevertheless, you need to keep your relevance by adapting to the new platforms. It's up to you to determine how to speak to the people who are on them and also how you can create articles for each. The trick is to stay in the game, but social media, at the end of it all is an instrument. Therefore, it is dependent on who's watching you on that tool, but in general I believe it's a positive thing because it puts barriers to the door and no one is gatekeeping you from your accomplishments. You can keep exploring and testing until find a type of content that you like but you continue trying to do it and do it better every single occasion.
What has changed since you first launched in 2009? In terms as a creator on YouTube?
A lot has changed! In 2009, being an influencer wasn't something that was popular; earning money via brand deals wasn't an option; AdSense wasn't even a thing in the past. People put up videos on YouTube for the simple reason of wanting to show their knowledge as well as their humorous moments as well as their own content. That was it. The goal wasn't to become famed or becoming a YouTuber. In the year 2023, and the scene is quite different and in many ways, I honestly think it's not as authentic.
Many people want to be influencers or creators as they seek the spotlight and recognition. The self-worth of these people is dependent on the numbers, and it makes me regret that because a lot of the original creators who first started their journey in 2009 were there to connect. This is why I went to the event. I had a desire to teach POP Pilates. And, I believe that is one of the reasons Blogilates has been around for fourteen years now. It didn't fizzle out as you can see happening a lot with younger creators. I think the landscape is different, and much more competitive, but it's an excellent opportunity for entrepreneurs as there's no need to depend on traditional media and advertising to make your name known there; you can start communicating with potential customers using your smartphone and making an TikTok and YouTube short or Instagram Reel.
What was your experience like as you began earning money via YouTube? Did you have a system in place to make sustainable income? If so, can you provide us with the details of that plan?
In all honesty, I'm not sure what was the real plan. I had always had work as a side hustle. It was never to be a full-time contributor the world of YouTube. I did something in the background whatever it was, whether that was selling merchandise or at my very first corporate job. So no, I didn't make a plan. But in the beginning, I began to see that bloggers and YouTubers were receiving brand contracts, and I didn't even realize that having an agent, or even a manager was even possible. I remember one blogger friend of mine said "Don't stress about it; you don't have to go out, just keep building your fan base and they'll be there. This is exactly what happened. I don't know if I consider that to be a good strategy however, I did my best to focus on my readers and helped them by putting out amazing content I was strongly about, and everything else resulted from that. AdSense, brand dealsand anything else are a part of my source of income, but today, they make up just a tiny fraction of my total revenue since the product is the main factor.
It was always that way for you? Or did it begin primarily via social media?
It started out probably more divided because I was always making yoga mats and yoga bags as well as brand partnerships. They were always there and they would increase however, the more they grew in number, I was also becoming more unhappy. I didn't enjoy them [brand deals] because oftentimes 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 in the brief but then you turn in your content and knock off each bullet point. Then they're looking to make an adjustment due to their displeasure with the way it's being presented. It constantly felt like people telling me what I can or cannot create with my content and audience. I became so unsatisfied by brand deals, so it has been my intention over the past couple of years to fizzle out of such agreements and concentrate on speaking about my branding.
We'll now discuss the algorithms. Are algorithms affecting your ability for earning money through social platforms?
The first time I made videos for design a year and two months ago, I realized that how the TikTok algorithm, or the YouTube algorithm functioned, and maybe not so much the Instagram algorithm, could truly define the future of a product , and also how quickly it's likely to be sold out. For example, we had an unflattering video go through the roof and get at least 25 million or more views in a matter of minutes, and sold out the product in just a few hours. But sometimes something can go viral in one place but not in another. It's identical video. It's intriguing to know the results however, and I'm not sure that it's due to my target audience being diverse on different platforms However, I do think it's because, as an example, TikTok has this high probability of being viral because they are able to serve an audience that is similar to the one on TikTok, but whatever it is the case, it's fascinating. The algorithm plays a big role in how the videos do, and therefore, plays significant roles in selling. However, if you continue to focus on your product's quality, which I and my team is doing every day, there's no need for the viral videos. These are nice, but my business doesn't depend on making it viral. Instead, it is based on the quality of its product.
In the coming years creatives will be aware that they must use social media to be more of an audience builder and traffic source and less of directly monetization tools - similar to what you've been able to do. Do you have a view on this trend?
It is important to offer something worthwhile to your viewers. It is essential to provide something of value, be it for entertainment or education. There is no way build a following when you only try to extract money from them. Whatever it's that you're hearing here today: What is that something you can share with your audience that they'll be able take home to remember you for? Just keep trying to make your message more useful to your viewers And when you're ready to release the product, they'll remember those times that you help them. They'll want to be part of the journey you embark on as you launch your product. For me, even though this wasn't my strategy this is what actually happened.
Free YouTube videos over a period of 10 years, while also creating products and people who see the process of the product, and eager to become part of the process. By involving people in the process of designing 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 partnerships on social networks. Where would you suggest that creators diversify their revenue streams?
Let's list out all of the ways creators can diversify their sources of income. Of course, you have brand deals and you can also use AdSense on YouTube, and TikTok's creator fund. Creators are also able to expand into creating merchandise and products, as well as digital goods like services or an online course on . At the end of every day, it is important to consider what value are you providing. What do people want to pay for? You should ask yourself this question since you can make free content however, you shouldn't be giving all of your content in exchange for free. If you don't, you'll be burnt out. Plus, consumer behavior has shown that when someone buys something they're more likely to stick in their purchase than if they receive it for free.
I believe it's essential to define what your worth is, and then wrap it into something, such as a service, an item, or material.
What strategies have you used to increase your social media audience to benefit POPFLEX and the Blogilates product line at Target? What is the best way you have funneled traffic from social media to your site?
I will show the audience what I thought of when I created something. When I show off an awesome piece of clothing, I'm certainly not saying 'oh I've got a great sweater. Buy it. We aren't selling to the audience. They are being educated. I create products to address challenges. I involve them in the design process 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. come to fruition, and in doing that we establish confidence with my customers. We don't treat them as clients, but we're treating them like co-designers. This is what makes this journey enjoyable for everyone.
When it comes to moving my audience from social media to my site, I focus on the simple things like putting a link on my Instagram. For example, using tags to promote your items. The use of links is to shift my customers from my social platforms to my site. Additionally, I use other content creators who show off my products in addition to demonstrating how the clothing will fit women of all shapes and sizes. Yes, the content we create is what funnels my audience towards my site. Also, I use a newsletter for generating a large number of sales.
Where did you begin on ? Why did you decide to design Your Pop Pilates courses on ?
I had been desperately searching for a website to host my instructor certification 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 later, POP Pilates becomes the official pilates of all 24 Hour Fitnesses in the US. This is why I wanted to find an online platform or software to host all of instructors as well as share the choreography. I couldn't find anything. I happened to be in the middle of Chalene Johnson's show on her podcast. She was talking in a casual manner about something and she mentioned . This is how I found out about ! It was really the only one that could allow me to do what I wanted to accomplish on the level required to accomplish that's why I'm always thankful for it.
Examining the landscape of creators in general. What are the most common mistakes that creators make in the current environment today?
I see creators making a lot of mistakes today and the biggest issue I've seen is when creators are able to gain popularity and an enormous audience. But then suddenly they get brand deals and the content they create starts becoming like it's been pressured. Sure there is a need for a salary as well as pay their bills and pay for their bills, but at the exact time, they're ruining the trust of their fans. I've seen it [this style of content] decimate the brands of creators. Additionally, I'm curious to see how building the career of a creator based upon other careers plays out. As an example, a teacher turns into an influencer. The entire success of a teacher comes from being a teacher. But what happens when they cease teaching since they've been so famous as a creator?
The answer is simple: Start a course on .
What's the one thing you don't see creators doing enough of?
Everybody tells me all the time 'Everyone wants the same thing you offer. They want to be able to offer a line of products so that they don't have to talk about different brand names all the time. But here's the truth, I think you have to be interested in that. You must be able to envision running an enterprise that is based on products. I think every creator with an audience must have some type of item or service. It's definitely where creators should be however, you must be a believer and actually live the product, because if you don't believe in it, it's going to be really hard to make sales.
Do you have any advice you have for someone new on this journey who wants to start using digital products?
I think it goes to what I mentioned earlier regarding determining what value you provide to your audience in the first place, then finding how to package it up so that it is available for purchase. You have to be strong in what that is. If you're still uncertain, it's fine. You're able to determine the concept by consuming the free content. This is about assessing your audience. I do want to say that you should be cautious in not letting your audience guide you into a direction isn't something you feel confident in. If you don't pay attention to the numbers and make too many comments it can lead to losing your own identity. You can lose your purpose as you lose sight of what you stand for anymore This is a major reason that creators become burnt out. People who create this way are unhappy as they can no anymore live their lives for themselves. They're living and creating for another person. Therefore, pay attention to all signals, not just your heart. The bottom line is that you have to be creating content that makes you happy otherwise it's not going to last.
Own your destiny with digital goods
It's clear--the future of success for creators depends in diversifying revenue streams in order to establish sustainable businesses, much like Cassey has done.
Through digital offerings, such as online courses, along with tangible products and brand partnerships, Cassey has been able to increase her influence across the globe, and ultimately, own her destiny.
As creators start following suit their peers, the ways they utilize social media will begin to evolve. It will be used not as a method of the purpose of monetization, and instead as for a source of traffic to guide their audience to other, stable sources of revenue, like digital goods.
"The greatest role I have been in helping me foster an active group of instructors in Pop Pilates." - Cassey Ho
Already, it has supported more than 55,000 creative entrepreneurs to earn a collective $4.9 billion dollars. The number of people supported is increasing with every passing minute.
We're ditching the middleman and allowing you to retain all of your profits and also own your audience, business model, and brand.
For more on how to master your destiny and excel as a creator and entrepreneur You can catch Cassey together with Matt Steffanina, 's President/CPO Sean Kim, and Jim Louderback, on the -sponsored stage of SXSW next month.
If you're interested in expanding your earnings through digital products, test for yourself the possibilities with fourteen-day free trial.