Celebrity Social Media Experts On How To Build a Creative Agency For The Stars And How To Go Viral

In this episode of Hot Smart Rich, Maggie Sellers sits down with Chloe Sappern and Lydia Berry, the powerhouse duo behind Darlington, the social-first agency trusted by Sofia Richie Grainge, Miranda Kerr, Megan Roup, Serena Kerrigan, Kate Love, Emily DiDonato, Cameron Rogers, Liv Perez, and more.

Darlington isn’t just another digital agency—it’s the industry’s best-kept secret, crafting the social presence of some of the most recognizable faces in fashion, beauty, and pop culture. Founded less than a year ago, they’ve grown entirely through inbound demand and referrals. Their work has led to over 1,000% increases in views, 2,000% growth in likes and shares, and double-digit follower growth for A-list clients in just a few months.

Key Takeaways:

• Social is a non-negotiable. If you’re not on Instagram or TikTok, you’re missing the moment. Whether you’re building a personal brand or a business, consistent content — not perfection — is what drives growth and visibility.
• White space is an invitation. Chloe and Lydia saw a gap in how celebrities and creators were being supported online and built a talent business that met the moment. The biggest brands often start where no one else is looking.
• Start scrappy, not silent. Your first TikTok might flop. Your second might go viral. But you won’t know unless you post. Trial reels, cross-platform testing, and messy momentum are how personal brands gain traction.
• Your strategy should reflect your life — not just the algorithm. Instagram Stories, TikTok trends, and behind-the-scenes content can all work if they align with your energy and goals. There’s more than one way to win online.
• “Date” your co-founder before you commit. Starting a business together is a bigger deal than signing a lease. Chloe and Lydia tested their dynamic first — and found out their complementary strengths made them stronger.
• Complementary skill sets matter more than matching aesthetics. The best co-founder relationships (especially in fast-moving industries like social and creator marketing) are built on different perspectives, not just shared vibes.
• The future of talent is hybrid: part agency, part social strategist. Chloe and Lydia aren’t just managing creators — they’re helping talent show up strategically on TikTok, Instagram, and beyond.

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Follow Darlington, Lydia, and Chloe here:

Instagram: @atdarlington

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