Meghan Markle’s return to Instagram has sparked international intrigue and debate as the Duchess of Sussex embarks on a calculated effort to revive her public image and unlock new sources of income.
Under the new name @meghan, she has already attracted more than 100,000 followers in a single day.
However, many see this move as an attempt to recover from a series of setbacks that have affected her and Prince Harry’s brand in recent months.
The past two years have proven to be challenging for the Sussexes, marked by notable blunders that included the cancellation of Meghan’s much-hyped Spotify Archetypes podcast, reportedly due to a lack of impactful content.
Their joint Netflix documentary, Heart of Invictus, focused on Prince Harry’s beloved Invictus Games, but failed to generate the hype expected for their multimillion-dollar deal.
Perhaps most evident was the failure of his Netflix project Polo, a documentary series chronicling Harry’s adventures in polo, where they inexplicably only appeared towards the end, leaving audiences disappointed.
And on top of that, Meghan’s American Riviera Orchard lifestyle brand, once conceived as the cornerstone of her post-royal projects, has been mired in trademark disputes and a lack of tangible progress.
These obstacles have left his future in Hollywood uncertain, particularly as his contract with Netflix approaches its expiration in 2025.
In March 2021, the Sussexes appeared on Oprah after ‘Megxit’ and alleged that some members of the royal family questioned ‘how dark’ their son’s skin might be when he was born.
Prince Harry and his wife Meghan, the Duke and Duchess of Sussex, in 2018, before leaving Britain and the royal family to move to California.
Royal commentator Richard Fitzwilliams frames Meghan’s return to Instagram as a key part of her broader strategy to regain control of her narrative while reigniting interest in the Sussexes: “She and Harry were forced to stop using his account @sussexroyal.
‘They launched it in 2019 and gained a million followers in record time. She closed her personal Instagram account and shut down her successful lifestyle blog The Tig before her wedding.
Fitzwilliams also ties her social media resurgence to an ambitious series of branding efforts, including an upcoming Netflix cooking series and other initiatives under the American Riviera Orchard brand: “Meghan’s intention in the video is to appear relaxed, confident and “Above all, they symbolize the freedom they claim to have found,” he observes.
“At the moment, interest in the Sussex brand remains huge.”
However, Fitzwilliams warns that Meghan and Harry are entering a decisive period as their current media deals are set to expire.
“If their multimillion-dollar deal with Netflix is not extended this year, it would be a disaster for them,” he says.
‘Polo’ is the third Prince Harry and Meghan documentary that disappoints both viewers and critics
Prince Harry is shown playing polo at the event in Florida in April 2024.
Meghan has asked US authorities for more time to get her lifestyle brand off the ground
This makes Meghan’s digital relaunch an even greater endeavor as the couple seeks to demonstrate their enduring relevance in the competitive Hollywood landscape.
While brand and culture expert Nick Ede sees Meghan’s resurgence on Instagram as an opportunity for her to reestablish credibility and connection with her fans: “Meghan is back on social media, and this is a great way to write your truth.
‘He will consider 2025 as the year in which he will reinvent himself and assume who he is. Using social media as a platform to express her personality and own her narrative is a positive step for her.”
Meghan’s Instagram debut, a video supposedly filmed by Prince Harry, projects an image of calm and confidence.
Set against the picturesque backdrop of a Montecito beach, Meghan playfully frolics in the sand before etching “2025” into it with a dramatic twist.
But Fitzwilliams remains skeptical: “When Meghan carves 2025 in the sand, she knows it’s approaching noon because her contract with Netflix expires this year and if it wasn’t extended, it would be a disaster for them.”
While Ede claims that Meghan is simply positioning herself more as a Hollywood celebrity than a former royal.
‘She’s using her platform like a social media star would, and this is where she belongs. “She is one of the many who have a platform and can create content and make money.”
The Duke of Sussex laughed off rumors about his and Meghan’s split while on stage during the New York Times Dealbook 2024 Summit, New York, on December 4.
Many of her famous friends, including Kris Jenner, have tried the jam.
For Meghan, the stakes couldn’t be higher, but the rewards could be immense. Experts suggest that her Instagram presence could open doors to lucrative sponsorship deals and partnerships with global brands.
Hollywood stars like Serena Williams, Chrissy Teigen and Mindy Kaling have already followed her account, underscoring the potential for high-profile collaborations.
Meghan’s Instagram journey reflects her evolution from actress and blogger to duchess and now media personality.
Prior to her royal marriage, she maintained a thriving social media presence and authored the lifestyle blog The Tig, which focused on food, fashion, and travel. Its closure before her wedding to Prince Harry symbolized her transition to royal life, where she gave up personal projects in favor of palace duties.
Now, with no official ties to the Royal Family, Meghan appears ready to reclaim the space she once dominated.
Ede believes Meghan’s return to Instagram offers her the opportunity to foster authenticity, a quality she will need to restore the trust of fans and critics alike.
‘She doesn’t hide behind PR or brand narrative. “She’s being herself and this can be a great way to build her profile and the trust of consumers and fans, and even people who don’t really care about her,” he said.
However, doubts persist. Fitzwilliams emphasizes that the Sussexes’ history of polarizing decisions continues to haunt them: “It is impossible to erase memories of the ruthless way they launched a series of brutal attacks on the Royal Family, shamelessly exploiting their royal connections to be where they are today.” .’