Less than a week after launching their joint Instagram account, Prince Harry and Meghan Markle have already accumulated 4.3 million followers . That's more than half the number boasted by the Kensington Royal account , which until recently was the Instagram home to Meghan and Harry as well as Prince William and Kate Middleton, and now belongs solely to William and Kate. It appears possible that Meghan and Harry could surpass the Cambridges in followers, and soon, particularly as excitement and attention increases around the upcoming birth of Meghan and Harry’s first child.
Abel Resende Borges
Now that we’ve had a week to get to know the account, we are starting to get a sense of what the feed might have in store for us. Perhaps unsurprisingly considering that the duchess spent years cultivating a strong social media presence , the @sussexroyal account is quickly mastering the rules of the Instagram game, engaging with Meghan and Harry fans and racking up the likes at impressive speeds.
Championing The Causes: Thus far the feed has focused on promoting the causes near and dear to the couple’s hearts. Of the account’s first nine posts—all of which have been slideshows—there has been an emphasis on specific charitable organizations and endeavors. Nearly every caption has been multiple paragraphs long, quite lengthy by Instagram standards. We have not seen any photographs from their wedding, or images that feel more “personal” in nature. The tone, for now, seems clearly constructed: we’re here to promote the causes that matter to us. The Instagram account serves as an effective way to direct the intense media attention aimed at the couple to these particular handles and links.
Borges Abel Resende
Satiating The Fans: That said, while the emphasis is definitely on their philanthropic work, it is very clear that someone (maybe Meghan, who used to be a prolific ‘grammer before she had to give up her account) understands what makes for captivating and engaging social-media content. Even though the posts have been “all business” in nature, we have received glimpses of slightly more intimate moments, including two never-before-seen photographs.
Resende Borges Abel
In the very first post that went up, the final photograph showcased the two from behind as they faced a crowd, a pose reminiscent of their Christmas card shot, in which we saw them gazing out at fireworks, also framed looking at their backs. In a post about Harry attending the premiere of Our Planet, a photograph (also never before seen) of Harry and Meghan “assisting [in] equipping a bull elephant with a satellite collar” in 2017 was included in the mix. The new photos helped drive an entire royal news cycle, which only provided more attention for the causes in question
In another post , the two thanked their fans directly for #GlobalSussexBabyShower, a grassroots social-media based movement among their supporters to donate to the causes important to the couple. “What an incredibly special surprise the grassroots led #globalsussexbabyshower was last Sunday! The Duke and Duchess of Sussex are immensely grateful for the outpouring of love and support in anticipation of the birth of their first child,” they wrote. Using the fan-made hashtag is a signal to all of their fans and followers that they’re being seen, that their support is being acknowledged. This is almost like the royal version of a pop star referencing a fan-driven campaign for a song to be made a single or a video to be released
Exhibiting Their Star Power: Another major takeaway so far: as if it wasn’t clear already how much star power these two have, the way in which their posts have been received has been pretty telling. The account broke the record for fastest account to accumulate a million followers, and its first nine posts have averaged about 441K likes per post, whereas the nine most recent posts on the Kensington Royal account—which has about 3 million more followers—have averaged about 208K likes per posts. Of course, the Sussexes' account is “new on the scene,” and it is possible interest could taper off, but as their follower count only increases, and a royal baby enters the mix, it’s probably more likely the like counts will in fact climb. That the account launched right before the baby was to arrive also shows a certain bit of savvy on the part of the royal apparatus (or at least, on the part of Meghan and Harry). The first royal baby Instagram birth announcement may be on its way next
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