The mothers find her first. They come to meet-and-greets and send handwritten letters, and they leave comments explaining that their five-year-olds are allowed to watch only one creator’s account. It belongs to Chloe Holladay Hubbard. That convergence of family trust and platform loyalty is not accidental. It is the architecture of a creator business built on values that were never designed to be a strategy.

Chloe, 24, is a Nashville-based content creator, former University of Alabama Crimsonette, and the first majorette to perform in the NFL in over two decades, now heading into her second season as the Tennessee Titans’ only majorette. Her platform spans TikTok, Instagram, Facebook, Snapchat, and YouTube. She operates a merchandise line, Exxtra by Chloe, with storefronts on Amazon and LTK, holds brand deals including Tylenol and Color Street, and is represented by Link Management. Her content touches faith, beauty, fitness, home, fashion, and lifestyle.

“I feel like what I’m doing is kind of a ministry in itself,” Chloe says.

The Crimsonette Who Chose to Be Herself

Chloe began posting on TikTok while finishing a nursing degree at the University of Alabama, where she spent five seasons on the Crimsonettes, the school’s elite majorette corps. The first season was swallowed by COVID-19, a loss she still counts. The rest produced what she describes as some of her best memories, and an early creator audience that came with a structural problem.

As her following grew, she recognized that the audience was attaching to her institutional identity rather than to her as a person. She decided to change what she was sharing.

“I started to gain an audience, and then I was like, you know what, I want people to know me as me and not just associated as a [Crimsonette] or just with Alabama,” she says.

That pivot from performance credential to personal brand introduced an audience that would prove durable through every transition that followed. Those followers needed no new context to stay invested. They were already following Chloe.

The Year She Started Sharing Her Faith and Her Platform Changed

The turning point that best explains Chloe’s commercial trajectory was not a viral moment. It was a private decision about what her platform was actually for.

Photo credit: Dylan’s Photos

In her early years, faith was central to her life and absent from her content: beauty, transitions, and college moments. The integration happened after a period of reflection that she describes in explicitly spiritual terms. She prayed about the platform, she says, and decided to let it become what she believed it was meant to be.

“Within a year, my social media blew up on another level,” she says. “I truly believe it was God waiting for me to make that shift, to be like, hey, I’m your vessel, and this platform is going to be mine.”

What distinguishes this from a simple faith-creator relaunch is how the faith actually appears. It is not a content category or a scheduled posting series. It filters her decisions about brand partnerships, her tone in ordinary beauty videos, and the standard she holds for everything published under her name. The five-year-olds whose parents trust her account are not arriving because she is producing devotional content. They are arriving because of the quality of presence that her values produce.

“A lot of times people can see my joy in a normal video, me just doing my makeup,” she says. “But it’s the joy of the Lord, but I may not even be talking about the Lord.”

A Merch Brand Built for Everyone 

Exxtra by Chloe launched during a period when Chloe was also navigating the mechanics of a full-time creator career, and the business learning curve was steep. She had a nursing degree. Her husband Kulyn, who has been deeply involved in the business since they married in May 2026, holds an engineering degree. Neither came in with a background in commerce or logistics.

“There’s just so much behind the scenes that, going into this, I didn’t know because they don’t teach you stuff like this,” she says. “They don’t teach you how to start a business.”

One of her earliest decisions was about pricing. She made it a rule that Exxtra would sell at prices she herself would pay, a departure from what she sees as inflated creator merchandise. “I am not gonna go out and spend $150 on a sweatshirt,” she says. “I’m gonna make it what I also would spend on something.”

The line has leaned into loungewear. The upcoming fall collection will shift the brand toward what Chloe describes as glam-forward pieces aligned with her core aesthetic identity. Women’s sports jerseys are also on the roadmap, representing a merging of her two professional worlds.

The NFL Role That Validated What Was Already Built

When Chloe joined the Tennessee Titans as the organization’s first majorette and one of the few active in the NFL since 2002, the announcement made news. Inside her business, the impact was more measured.

She had already built the platform. Her audience had been following her daily life in Nashville for months before the NFL affiliation was announced publicly. There was no reset, no repositioning, no audience acquisition strategy tied to the hire.

Photo credit: Kaitlyn Hungerford Photography

“A lot of people just have followed along, honestly, like on a day-to-day basis, even before I announced I was doing the NFL position,” she says.

What the role did add was institutional scrutiny. As a paid employee wearing the Titans’ uniform, she now operates under a content approval layer that did not exist at Alabama. The constraint sits, she says, entirely within the range of what she would have done anyway. The Titans, she notes, are a family-friendly organization. Their institutional values and hers were already aligned before the hire.

“There are some things that, even if I could, I won’t,” she says. “Because it’s more professional when you get to the NFL level.”

Every Platform Has a Different Audience, and She Shows Up for All of Them

Chloe maintains active presences across TikTok, Instagram, YouTube Shorts, Snapchat, and Facebook, and she describes each as carrying a distinct audience. The grandmothers are on Facebook. The children whose parents restrict TikTok access are waiting on YouTube Shorts.

Managing all of them daily is time-consuming in a way that does not appear in her content. “When I get on my phone, I feel like I’m wasting time if I’m not working,” she says. “The scrolling is not a thing for me.”

Burnout, she acknowledges, is a genuine occupational feature. What keeps it manageable is a combination of faith, genuine love for the work, and the handwritten letters she receives from followers she has never met in person. When the work feels heavy, she says, she reads them.

“I know that the Lord gave me this platform for a reason,” she says. “And so knowing that he’s touching people, even whenever I don’t feel like I am, even if I’m burned out in a day, I know that he’s doing work through me.”

Authenticity Is Not the Alternative to Strategy, It Is the Strategy

The Creator Economy frames authenticity and strategy as forces creators must carefully balance. Chloe describes a different relationship between the two: the strategy flows from the authenticity rather than alongside it.

“Whenever I’m authentic to myself, all the ideas start coming in, and it just comes easy to me,” she says. “I never really have to sit down and think about, okay, this is a strategy I need to do this week.”

What comes next is an expansion of what already exists. Exxtra grows toward sports and glam. The platforms continue wherever her various audiences live.

Her advice for young creators reflects the architecture of everything she has built: resist the pull toward replication.

“If you stay true to what works for you,” she says, “that’s what’s going to help you grow.”

Cover photo credit: Kaitlyn Hungerford Photography

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