If Harry wasn’t aware of the power social media would play in his new career outside the Royal Family, Meghan certainly has been for some time.
Before she met him she ran a lifestyle site, The Tig, promoting all things brand Meghan.
That had to close when they began dating, but Sussex Royal, their Instagram page, wasn’t too far behind last year, followed by the appointment of a ‘“social media guru”. It was one of the first signs they wanted to strike out independently and control their own brand and message.
Now they must earn a living for themselves, social media will be all the more important in building that brand and allow them to reach not only their fans, but key influencers who may help them commercially.
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Expert Stefan Drew – know as the Marketing Magician – says: “Social media is a powerful medium and instrumental to the Sussexes’ future. It’s a platform for Harry and Meghan to get their brand out to the world.”
They already have 10.9 million Instagram followers, but that’s dwarfed by Kim Kardashian ,
with 157 million and Michelle Obama with 36 million – so there’s still some work to do.
Stefan adds: “They need to get their numbers up to truly harness social media, and they do that by putting the right information out there.
“If you use it correctly you can make millions, but you have to really target the audience you want to influence, and engage them, subtly.”
He explains there are big plus points for using social media.
“They can use it to say what they want to say, to put across their story without the influence of others. To start with, they can use it to put rumours to bed and get control of the narrative, which they’ll like.”
But he says there are risks, too: “Social media allows you to act quickly, but you’ve got to avoid anything knee-jerk.”
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