Meghan Markle and Prince Harry are competing in a ‘petty transatlantic popularity contest’ with Kate Middleton and Prince William who are now ‘on a charm offensive’ to sell themselves, royal expert claims
- Royal expert said Harry, 36, and Meghan, 39, are in a ‘petty popularity contest’
- Duncan Larcombe said the Duke and Duchess are ‘playing into cult of celebrity’
- Called it a ‘complete change’ from Prince Philip’s era where focus was ‘on causes’
- Said Prince William, 38, and Kate Middleton, 38, are now on ‘charm offensive’
The Duke and Duchess of Sussex are competing in a ‘petty transatlantic popularity contest’ with the Duke and Duchess of Cambridge, a royal expert has claimed.
Duncan Larcombe, author of Prince Harry: The Inside Story, said Prince Harry, 36, and Meghan Markle, 39, who are currently living in their $14 million mansion in California, are ‘playing into the cult of celebrity’ after stepping back from royal duty last year.
He said it was a ‘complete change’ from the era of Prince Philip who maintained the focus should be ‘on the causes’ and ‘not on the royals.’
Speaking to The Sun, Duncan said: ‘William and Kate are quite clear they need to do more to sell themselves as a couple, family and personalities.
The Duke, 36, and Duchess of Sussex, 39, are competing in a ‘petty transatlantic popularity contest’ with the Duke, 38, and Duchess of Cambridge, 39, a royal expert has claimed
He continued to say there had been a noticeable change in the way the couple interact on recent appearances.
He added: ‘Things like their anniversary video, that is a deliberate charm offensive to sell them as personalities as well as people who are going to be the king and queen.’
It comes after brand experts said the Duke and Duchess of Cambridge had ‘refreshed’ their digital approach by revamping their Instagram and launching a YouTube channel to create a ‘warm and inviting’ image.
Last week, Prince William and Kate changed their username from ‘Kensington Royal’ to the more informal ‘Duke and Duchess of Cambridge’ and updated their profile picture to a candid snap taken on a visit to Ireland last year.
Duncan said Prince Harry and Meghan Markle’s decision to ‘play into the cult of celebrity’ had prompted Kate Middleton and Prince William to start a ‘charm offensive’ (pictured together0
The couple also launched a YouTube channel just days after they treated royal fans to an intimate family video showing them enjoying time at the beach with their children Prince George, seven, Princess Charlotte, six, and Prince Louis, three.
It’s all part of a strategy by the Cambridges to modernise how the royal family connects with a tech-savvy audience, while sharing just enough of their lives to satisfy fans, without sacrificing their children’s privacy.
It comes in sharp contrast to Prince Harry and Meghan Markle’s approach, who have ditched all their social media channels in favour of sharing content on paid-for platforms like Netflix and Spotify.
Brand expert Nick Ede told FEMAIL the change in the digital output for the Duke and Duchess of Cambridge gave ‘a really lovely glimpse into the lives of our future King and Queen’, while he said the Duke and Duchess of Sussex are ‘very brand heavy and personality light’ with content that feels like ‘advertising’.
It comes after brand experts said the Duke and Duchess of Cambridge had ‘refreshed’ their digital approach by revamping their Instagram and launching a YouTube channel to create a ‘warm and inviting’ image
Kate and William’s new profile picture on Instagram and Twitter shows a candid photo shows the Duke and Duchess of Cambridge with their arms around each other on a walk along Howth Cliff, near Dublin, in March 2020.
And yesterday the couple launched their own YouTube channel – also using the Duke and Duchess of Cambridge username – by sharing a slick promotional video.
The 25-second clip starts with the couple sitting on a sofa in Anmer Hall, Norfolk, with William turning to Kate to say: ‘By the way you need to be careful what you say now because these guys are filming everything.
The flashy video went on to show various clips from engagements over the years, including Kate launching her Early Years survey last February and the couple visiting Pakistan in October 2019.
Meanwhile Nick Ede said the Duke and Duchess of Sussex are ‘very brand heavy and personality light’ with content
Nick said Prince Harry and Meghan have focused on a digital output which was ‘like an advert’ and opted to work with big paid-for content brands like Netflix and Spotify
It also reveals candid moments from the couple, including a behind-the-scenes outtakes from this year’s St Patrick’s Day video in which Kate tells William: ‘You don’t need to roll your Rs.’
The Cambridges’ YouTube channel has more than 1.1million subscribers less than 24 hours after being announced. They have 12.8million Instagram followers.
Nick explained: ‘I think that its really refreshing to see the new digital approach that the Duke and Duchess of Cambridge have made.
‘They know they the need to keep up with the relentless developments and use of social media.
Last week, the Duke and Duchess of Cambridge gave their Instagram account a revamp. Pictured, their Instagram profile today (top) and recently (bottom), featuring their old details
‘Their use of imagery and YouTube and all social channels is warm and inviting and gives us a really lovely glimpse into their lives.
‘It allows us to see how our future king and queen interact with each other, their children, their dog and so on.’
He continued: ‘They are still revealing the traditional sides of the royal family which is something we all love to see but by stepping up their game in talking to the public via Twitter, Instagram and Youtube.’
‘They are allowing us to know they care about us and the things that matter to those around us, as well as themselves and their own family.’
The branding expert said Prince William and Kate were ‘stepping up their game in talking to the public’ with their new YouTube channel and revamped Instagram
Nick said there were huge differences between the Duke and Duchess of Cambridge and the Duke and Duchess of Sussex.
Prince Harry and Meghan ditched their social media channels Instagram and Twitter after stepping down from royal duty last year.
Unlike the Cambridges, who have regularly shared photographs of their children on birthdays and other occasions, the couple haven’t allowed royal fans a glimpse of Archie since last year.
Earlier this month, the couple shared a video as they played in the garden with their children Prince George, Princess Charlotte and Prince Louis, which Nick said ‘allowed the public to know they care about us’
The couple, who said they wanted to become financially independent from the royal family, have since gone on to sign big multimillion pound contracts with paid for services like Netflix and Spotify.
Nick explained: ‘Kate and Will’s channels are in stark contrast to those created by the team behind the Sussex brand.
‘The Sussexes have gone for commercial partnerships which are very brand heavy and personality light.
‘They are more about using the huge platforms of Netflix, Apple + and Spotify to get their messages across to millions of people but in a far more slick way, that often feel like adverts rather than from the heart.’
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