Cassey Ho of Blogilates shares tips for success before SXSW
As the world grapples with the possibility of recession, many are seeking ways to protect themselves, including those who create content. They are coming to the conclusion that using only deals that are related to brands or sponsorships in order to generate revenues isn't sustainable..
If there is a chance of recession, brand agreements and similar do not appear to be reliable even with artists that have gained large fan bases. Include a downturn in the mix and brand deals might disappear entirely as a source of income for several musicians.
Solutions to the issues are being developed like the development of social media-based funds like TikTok's. While they're great, as they seem, they've come under critique for the small amount of pay-outs due to the number of creators who want to share of the funds. It's led to being aware that TikTok is considering methods to develop a new version of creator funds. Creator Fund that gives creators higher payouts, but it's too early to determine if this redesigned version of the fund will be successful in the same manner that the model of 2020 could have been unsuccessful in.
To better understand the fundamentals of creating sustainable businesses free of the social network limitations. To understand the basics to this process, we had a conversation with Queen of Business Mavericks Cassey Ho, better known as Blogilates.
More than 12 year ago, an small Pilates at-home YouTube clip was instrumental in elevating Cassey to the status as an influencer. Cassey has inspired over 14 million people with her YouTube videos, which were viewed over two billion times.
When the time was up for the day, Cassey can focus her attention on her passion for fashion. She now has not two brands worth multimillions of dollars: Blogilates and POPFLEX, as part of 24 Hour Fitness, where her unique format POP Pilates is currently being taught at gyms all over America. United States. The brand also has her signature POP Pilates online certification course that Cassey is running in conjunction with .
By leveraging her following and adapting to the demands of her customers by providing a variety of products Cassey is able to create a profitable company that has been in demand for over 10 years.
Take a look at the Q&As of Cassey to find out more about the ways she's diverse her sources of revenue through physical and digital merchandise in addition to a variety of other avenues.
Note: These responses are modified to improve clarity.
What can you do to make the song your own elevator music? What is the best one to use?
One could say I'm an aesthetic and fitness businessman. My first venture was YouTube to help teach pilates. On all platforms I am on the top of 14 or 15 million followers in addition to two billion views. The way I got my company started was by providing free instructional videos for users even though that wasn't my main goal. My goal has always been to be in the forefront of fashion. When I first started teaching yoga, it led to the creation of a community after I rediscovered my passion for fashion. The people I taught to were seeking yoga mats, clothes also, so I decided to outfit my students. And it's just been such wonderful journey as social media have brought me back to my initial passion for yoga. Yoga mats are available at Target under Blogilates. POPFLEX is the clothing brand I run.
We'll look deeper and discover the lessons you have learned from your social media experience. What inspired you to start your YouTube channel?
I was an instructor of pilates, as a freelancer for the university, POP Pilates specifically. Pilates is taught in the context of music however, at that time, there was no trainer for this form of Pilates. Pilates was taught due to the lack of music or to only classical music. It's the reason I worked for the 24 Hour Fitness, and I graduated from the program, at that point I was offered a position as a teacher in Boston and I knew that I needed relocate to move across the country and had no way to instruct this kind of pilates again. Then I decided to make 10 minutes of an exercise and post it on this YouTube website in 2009. The goal was to show just 40 students at the facility for training. That's it. When I posted it but I did not look at it until about a month later. It was viewed by thousands and hundreds of people left comments asking for more. This is the primary reason behind Blogilates!
What has your approach to using social media evolved to suit your needs from the time you began Blogilates early in 2009?
In 2009, YouTube as the format of video was introduced in 2009. Facebook was the place to create communities. It was an excellent platform back in the day. Through the years it's been exciting to watch various social media platforms come into use, as well, and it's been very exhausting but you have to keep current with ever-changing channels. It is essential to figure out how to stay to people who use them as well as how to develop content for each of them. You must continue making progress, but remember that social media, at the end all, is a tool. So, it's contingent on whom is following you via this tool. But, in general I consider it to be useful because it opens the door to your door and you will never meet one who will hinder you from your accomplishments. It is possible to keep looking until you discover an approach which is efficient and effective, but you won't know until you test it , and improve at it each time.
What's changed since you started in 2009? As an creator of video content on YouTube?
It's been a long time since we've seen any change! It wasn't anything that became popular. earning profits by partnering with brands wasn't something that was popular; AdSense wasn't even a concept at the time. YouTubers made videos for YouTube in order to showcase their knowledge humorous moments as well as creating their own content. That was it. The goal wasn't to become famous or being a YouTuber. Today, 2023 is the year the world is different, and in many ways, I'm convinced that there's more authenticity.
People want to be popular or innovative, because of the need for fame and recognition. People are motivated by numbers, and it is a bit depressing to think of this because some of the founders that started in 2009 were searching for connections. This is why I joined them. I wanted to teach POP Pilates. This is why Blogilates was founded for fourteen years. It didn't go out of business as you can see occurring frequently when it comes to new creators. The market is shifting and more than fiercely competitive. This is also great for entrepreneurs since it doesn't depend on traditional advertising and media to get your name out and out there. Instead, you can begin communicating with your target audience through your mobile and create the TikTok short, YouTube videos or an Instagram Reel.
What was your experience the first time you started making money through YouTube? Do you have a method that you could use to generate a consistent earnings? If so, provide us with details of the system you are using?
To be honest, I'm not sure that it really was or it wasn't. I always had a job as a part-time job. It was never my intention to be a full-time contributor participant on YouTube. I was in the background, whether it was that I was selling products , or even my first job as a corporate employee. So, I didn't develop a plan. Then, I began to realize that YouTubers and bloggers were receiving brand agreements but I wasn't aware that having an agent, or a manager, was likely. One of my bloggers said to me me "Don't worry about it, you don't need to go out. Build your audience and eventually they'll be there.' It's what I did. It's hard to say whether I thought that was the right strategy. However I made an effort to concentrate on my readers and supported them in publishing amazing content I was deeply passionate about. The rest was born out of this. AdSense, brand agreements as well as all of them are my main source of revenue, however, today, it's only a tiny part of my total earnings because the product is my main focus.
Do you notice that this has happened repeatedly to you? Could it have been due to social media?
The initial period was more than divided, as I used to make yoga mats or bags that had brands. Brands were everywhere and would increase in the beginning. However, when they increased and I became unhappy. I was not a big fan of brand agreements because they are usually not a good idea. signing in for brand deals they require you to sign a contract with some company that does not know or value your opinions. It's how it works is that you read through every detail of the brief. You then send the information that's an entire rewrite of every bullet point. They then are looking to adjust your content because they're satisfied with the way it's presented. The feeling was constantly I was being told what I should or shouldn't do with my material, along with my viewers. I became so unhappy doing brand deals and it's my goal over the past several years to break free from the contracts and concentrate more on speaking about my personal branding.
Let's discuss the algorithm. Are you of the opinion that algorithms impact your ability to earn cash through social media?
Since I started making videos a year and a half ago, it has been the same manner in which was the TikTok algorithm, or YouTube algorithm used, but perhaps not the Instagram algorithm. But, it could decide the fate of an item and as well, how quickly it's likely to sell out. One example is that we've watched some of our leggings-related videos get over 25 million views or more within a few minutes. Also, we've sold out of the item in just a couple of hours. However, sometimes a post will go in the news on one website and not another, and it's exactly the identical. It's intriguing to look at how this works. It's unclear whether the reason is because my users being different across each platform However, I suspect it's because, as an example, TikTok has a higher likelihood of becoming viral due to of the fact that it's an online platform which serves all users regardless of the users. it's interesting. It is an essential element of how video content performs effectively and this is why it's an important factor when it comes to selling. However, when you remain determined to create a top-quality product, like what my team and I do each day, you do not have to be looking at videos which go to high on the charts. They're nice, but my business doesn't rely on the possibility of being popular. It is dependent on a high-quality product.
As time goes on the makers will realize that they need to use social media as more of an opportunity to build an audience as well as traffic source rather than an instrument for direct monetization as you've previously been able to achieve. What do you think of this new trend?
You should be able to offer something worthwhile to the people who are watching you. It's essential to provide something worth giving, whether it to educate or entertain. It's difficult to create an audience if you're only looking to earn a profit from them. So, whatever you're doing for the people who listen right now: What is that concept you can communicate to your audience that they'll take home to remember? Just keep trying to aid your target people. Eventually, when you're launching your product, they'll be able to recall the instances when you've been successful in helping them. They'll want to take part in the journey you take when you release your product. The way I saw it was, although this was not my goal, that was what happened.
Videos on YouTube that are free and span an entire decade as I create merchandise, and making fans aware of the process of developing the product and are eager to be part of the design process. By involving people involved in designing and developing the products, I've created really a community.
Many creators believe the only way to make money is to sign affiliate agreements on social networks. Where are the most effective places to suggest creators diversify their income streams?
There are many ways creators could diversify their revenue streams. There are of course companies and it is possible to take advantage of AdSense on YouTube as well as the creator fund of TikTok. Creators could also contemplate the creation of products and products in addition to online services such as an online course or service on . What's important is that it's your responsibility to assess your value proposition. What are the things people are willing to spend money on? It is a good issue since you can create free content however, you should not be offering every single piece of content in the world for free. If you do, you'll get exhausted. In addition, research is an established fact that once someone decides to buy something, they're more likely to do what they've decided as opposed to if it's provided for free.
HTML0 It's essential to identify its value prior to putting it in a form like an item, service, or as an article of contents.
How did you use strategies to increase your reach through social media that helped POPFLEX along with the Blogilates line of products on sale at Target? What strategies have you employed to funnel visitors via social media to your site?
It's my duty to show precisely how I came up with an idea. If I show you the most stylish garment it's not a way to say "oh, that's an excellent sweater. You should buy it. We're not selling our product to customers. They're learning about. I create products to address issues. I incorporate them into the process of design as well as assist with the design process. They are involve in the process. The design ideas they submit to product development, after the design is transformed into reality. This happens and I build confidence with my clients. We don't treat them as customers, but making them partners. The result is a pleasant experience to everyone.
In the sense of moving my users away from my social media profiles on my website, I attempt to stick to what's evident, such as placing links on my account on Instagram. For example, tag your product. Linking can be a method to attempt to direct my fans away from my social media accounts to my website. Additionally, I use different content creators to showcase my products in a manner which demonstrates how my clothes can be worn by women of all dimensions and shapes. The articles we write will bring people to my website. Additionally, I utilize newsletters to drive a substantial quantity of revenue.
Where did you begin on ? Why did you decide to develop Your Pop Pilates courses on ?
I was looking for a web site that could provide me with a teacher education program. At the top of this show, I discussed with the possibility of offering POP Pilates at 24 Hour Fitness. In the next few months, POP Pilates becomes the officially recognized Pilates program at every 24hour Fitness across the US. This is why I was trying to find an application online or a portal that could host the entire instructor list, as well as share the choreography. I could not find any. It happened while I was listening Chalene Johnson's chat show in her talk show. The host was speaking casually about some topic, and she then made a mention of . That's when I found out about it! It was really the only platform that allowed me do the tasks I needed to complete on the magnitude required to accomplish that's why I'm so grateful to it.
Studying the creation world of creators all over the world. What are the top errors creators make to avoid this?
Many creators fail , but my biggest issue with this is when creators receive lots of attention as well as a large number of followers. Then, the day arrives when they have to enter into agreements with companies, their content begins to appear quite inauthentic. Naturally, they'll have to earn a living for their payments and cover their expenses, but that's when they're losing confidence in their readers. I've experienced this myself. Content is a way to diminish the reputation of creators. In addition, I'm interested to know how creating the career of a creator based upon an other career develops. As an example teacher, today a teacher can be an influencer. The entire achievement of a teacher as a teacher is based upon being a teacher but what happens when they cease being a teacher because they've been successful (as creator or creator?
It is easy to start a class around .
What's one thing that the designers of this game don't do enough?
Everyone tells me every day that people want the same service you provide. People want to create their brand to ensure that they do not have to look at different brands frequently. In reality, I'm of the opinion that anyone who wants to build a brand should want to manage an enterprise which is built around the items. I think every creator that has gained a fan base must be able to sell products or services. That's definitely what creative people should focus on, however, you must believe in your product and be confident in it. If you don't, your product is going to be a struggle to market.
What suggestions can you offer someone who is not knowledgeable about this subject and who wants to begin in the digital realm?
I believe it's an allusion to the points I mentioned earlier in figuring out the value you offer your customers in the first place before figuring out the best way to make it available to people who want it. You have to be aware of its value. If you're not convinced this is ok. Explore the notion using the content that is free. The most important thing is to figure out whom you'd like to get in touch with. It is important to note that you should be cautious in not let your audience guide you into a direction you're not confident within. If you're not paying close focus on the numbers regularly and are too dependent upon the views of others and you become less unique. It is possible to lose the purpose you have when you lose focus of the values you hold dear. That's the main reason that creators and artists become exhausted. People who create this way feel unhappy as they do not ever live their lives for their own sake. They're for the benefit of someone else. Be aware of each signal that you receive, not just your heart. At the end of your day, it's crucial to make content that makes you happy because if it doesn't, it's unlikely to last long.
HTML0 Make a decision about your destiny and purchase digital products
The growth of the success of the creator depends on diversifying income streams in order that they can build viable enterprises that are sustainable, similar to what Cassey did.
With the help of online tools like on-line courses, along with brand names and physical products, Cassey has been able to create a ripple effect all over the world, which eventually, she took charge of her life.
If creators decide following suit how they use social media could change. They'll be using social media not for making money, but instead to direct viewers to more secure, alternative sources of income , for example, digital goods.
"The most important role that HTML0 had was helping me in building an instructor community that's active to Pop Pilates." Cassey Ho Cassey Ho
It has helped more than 55,000 entrepreneurs who are creative to earn a total of $4.9 billion. The number of entrepreneurs is increasing every second.
We're getting rid of the middleman and let you keep 100% of your profit as well as owning your company's model, your customers, and your brand.
If you're keen to know more about how to master your capabilities and succeed as an entrepreneur or a creative, take a look at Cassey along with Matt Steffanina, 's President/CPO Sean Kim, and Jim Louderback on the stage of sponsors of SXSW later this month..
If you're looking to begin making money through selling digital goods, give the possibilities using the no-cost trial period for fourteen days.
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