As modern Royals, the Duke and Duchess of Cambridge can no longer stay as private as they might wish to. Instead they have “had to move with the times” – or risk being left behind
The monarchy is steeped in age-old tradition, but the Prince and Princess have developed a knack for modern storytelling that resonates with the public.
As the future king and queen, William and Kate have been forced to embrace social media and open up their private lives in ways that previous generations of royals never would have imagined. “The royal mantra has always been ‘never complain, never explain’, but as modern royals, William and Kate have no choice but to play the social media game, even if they don’t really want to,” says royal author Duncan Larcombe.
Brand and culture expert Nick Ede agrees that the couple have adapted with remarkable skill. “William and Kate have carved a great path; they have senior state roles, but can also show their personalities and more casual side,” brand and culture expert Nick Ede tells us. “It’s a very difficult thing to pull off, but they do it in style.”
The pair are known for sharing honest social media content, which appears light years away from the formal royal imagery of the past. “They offer us a carefully curated window into their world, which is so important as they move towards becoming eventual king and queen,” adds Nick.
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“It makes them seem more accessible and less elitist, and the brand they’ve built stands for so much more than just Great Britain. They connect with a huge audience, and the glimpses they give into their lives endear them to even the harshest of critics.”
With over 16 million followers on Instagram and more than six million YouTube views, their social content has included Kate’s Mother Nature videos, depicting the passing of the seasons, and personal clips around her cancer ordeal, with the first released last March and another six months later at the end of her treatment.
“These are not wobbly clips shot on an old iPhone,” says royal expert Katie Nicholl. “It’s all very slick and beautifully done. After previously only having restricted access into their lives, they’ve opened up with more candour than ever.”
As royal author Duncan suggests, the tactic represents a major shift for the monarchy. “The royals never normally comment on health issues – the Queen Mother had breast cancer and we didn’t know about it until after her death,” he says.
Though broadcasting certain aspects of their lives may not always sit comfortably with them, Katie agrees the strategy is essential in today’s digital world. “They’ve had to move with the times, and they’ve listened,” she says.
“On social media they can connect directly with followers, and they can dictate the narrative. When a story has threatened to spiral out of control, they’ve been able to film intimate, insightful and warm footage, release it on their terms, and dispel a lot of vicious rumours.”
One of those responsible for William and Kate’s content is London-based videographer Will Warr, who filmed Kate’s three-minute video last September.
“It’s always an honour to produce films for the Prince and Princess of Wales, but this one was particularly poignant,” he wrote on Instagram. “Thank you for trusting me to create this.”
Will also worked on Kate’s Baby Banks initiative and filmed the couple’s behind-the-scenes footage at the King’s coronation in May 2023, calling it “an honour and a privilege”.
Meanwhile, photographer Josh Shinner often captures family portraits, including one of George for his 12th birthday in July. He also took a snap of William with George, Charlotte and Louis for Father’s Day this year.
Others entrusted with family pictures include Matt Porteous, who photographed Kate in woodland last summer, and Millie Pilkington, who regularly takes official birthday shots of the children. When Louis turned five, Millie took a photo of him being pushed in a wheelbarrow by Kate.
“It not only captures Louis’ spirit and cheek but also the relationship he has with his mother, and the fun they have together,” Millie said. “You can’t but help feeling joy, love and laughter when you look at this photo.”
William has begun to share more online, too. On Kate’s 43rd birthday in January, he posted a black and white image of her in jeans, on Instagram, writing: “To the most incredible wife and mother.
“The strength you’ve shown over the last year has been remarkable. George, Charlotte, Louis and I are so proud of you.”
Showing his finger is firmly on the Gen Z pulse, William even starred in a TikTok video in January, assisting science influencer Big Manny in extracting DNA from a strawberry.
Last year, a backstage snap of William, George and Charlotte meeting Taylor Swift during her Eras tour had more than three million Insta likes.
“They are a closeknit family who are as happy going to big gigs as they are meeting dignitaries from all over their world,” says Nick. “Their power is up there with the Beckhams and the Kardashians – only with titles and royal pageantry.”
Next year, William and Kate will begin granting their first royal warrants – the first time in over 70 years that a Princess of Wales can bestow such a privilege.
Awards are given to businesses that supply the royal household, and there have been more than 800 warrants to date. It’s thought Kate may focus on fashion labels, with the likes of Alexander McQueen, Jenny Packham and Catherine Walker likely to be top of the list.
“All the brands Kate loves will be clamouring for her stamp of approval,” says Duncan. “This is someone who makes dresses or shoes sell out within hours whenever she wears them. Kate has the Midas Touch, and it’s a real throwback to the Princess Diana years.”
Dubbed the ‘Kate effect’, her impact was seen in February when a brown Petar Petrov blazer she wore to the National Portrait Gallery immediately sold out, despite a price-tag of over £1,000.
Said to be worth £1 billion to the British fashion industry, her effect extends to accessories, too, and jeweller Catherine Zoraida – whose earrings Kate loves – says, “Whenever she’s seen in a pair, it’s something like a 500 per cent lift.”
At the other end of the scale, a pair of £17 Zara earrings Kate teamed with an Alexander McQueen gown to the 2023 BAFTAs also sold out.
“The Kate effect will never cease,” says Nick. “She can put small brands on the map and sell out collections in seconds. She re-wears clothes and mixes them with affordable pieces and historic jewellery to amazing effect, building her own brand and creating awareness of others.”
On a more serious level, Kate’s early years work prompted Swedish brand IKEA to partner with local baby banks, while supermarket Co-op was so inspired by her Shaping Us framework that it launched its own parenting initiative.
“Big brands are taking a leaf out of her book,” says Katie. In fact, it may be impossible to measure her and William’s reach these days.
“It sounds a bit crass to describe them as a brand, because they’re so much more than that,” adds Katie. “But while they are incredibly influential, they recognise their power comes with responsibility, and crucially, that it’s not something to be taken lightly.”
