How Harry and Meghan are now breaking all the rules when it comes to Baby Sussex
The Duke and Duchess of Sussex launched their own Instagram account just weeks before the birth of their first child. This, says Caitlin McBride, was just one in a series of carefully thought out moves - like the announcement of the new baby's arrival on Monday
In some media circles, influencer can be considered a dirty word, and in royal circles celebrity is even more controversial. With Meghan Markle's career in Hollywood well-established before marrying into the royal family, she was fluent in the power of Instagram - both as a side earner and an outlet through which she could champion her causes.
It wasn't a coincidence that Meghan and Harry launched their own Instagram account, Sussex Royal, just weeks before the birth of their first child, but rather a carefully thought-out move.
It allowed them time to increase their audience and establish a relationship with them, working towards the goal of giving them exactly what they want - family pictures.
After it was announced that the Sussexes would be shunning the traditional post-birth photocall in favour of a more low-key photoshoot a few days later, which they will share on their social media accounts, it was clear they represented the next generation of royals who are not beholden to the rules of the past.
While Harry announced the birth of their baby boy to the press at Windsor on Monday, the couple also announced the news on their official Sussex Royal Instagram account, but there have been no photos nor a name as yet.
Harry reiterated they would reveal their baby to everyone "as a family, as planned" in two days' time.
Via Instagram, Meghan, who has been sequestered in silence since she married last May, finally has an outlet for her voice.
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Over the last year, while her father was selling stories and private notes she wrote to him, she had to sit quietly and allow the criticism to rain down.
In fact, because of the intensity of the sexist and racist vitriol aimed at her and, to a lesser extent her sister-in-law Kate Middleton, Kensington Palace was forced to take a stand and announce new social media guidelines.
While the Kensington Palace account is more work-focused, using exclusively professional pictures from official engagements, Sussex Royal has adopted a more approachable technique, using unseen pictures from trips to Africa and Tonga, some taken by official photographers and others simply phone pictures.
Not to mention the fact that the language used is American in spelling, prompting many to believe that if Meghan doesn't write them all, she at least edits them.
The Cambridges often share pictures of Princes George and Louis and Princess Charlotte on their social media pages, but those are supplemental to images already released through photo agencies, whereas Baby Sussex's birth announcement was done in reverse.