Insta-Baby Harry & Meghan Take Back Control

It’s a savvy social media strategy they’re employing.

- Judy Kean

It’s a photo of a gorgeous baby boy, shared to mark his proud dad’s first Father’s Day.

There’s nothing unusual in that. But what has got people talking about the picture of wee Archie Mountbatten-Windsor that was posted on his parents’ Instagram account is the way Prince Harry and Meghan, Duchess of Sussex, have rapidly embraced the platform, despite Harry’s less-than-favourable views about social media.

The couple have gone from lagging behind the rest of the royals in setting up an official account, to hiring someone to work exclusively on their social media. The new staff member will be on board just in time for Meghan’s return to duties from maternity leave later this year.

“The Sussexes’ online enthusiasm has caused some surprise,” says a royal insider.

“Meghan, though, has been a long-time fan, particularly of Instagram, and was disappointed when she had to close her personal account once she became linked with the royal family.

“Now, with their official account, they have realised they can have a say about what is put into the public domain about them and their work, and have some control over the way brand Sussex is promoted.

“They’ve become masters of the art of Instagram.”

Their Instagram account, @sussexroyal, was set up on April 2 and broke the record for the fastest account to reach one million followers – achieving that number in just six hours. They are currently up to 8.6 million followers, which is not quite as many as the 9.2 million that Prince William and Catherine, Duchess of Cambridge, have gathered on their @kensingtonroyal account, but then that account, which used to cover bachelor Harry’s activities, has been around since 2015.