Thursday, 17 Jun 2021

Kate and William took ‘charge of narrative’ after accepting burden coming with royal roles

Kate Middleton speaks to the Stockport Spider-Man

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Kate and Prince William have been hailed “masters at social media” by an expert who has analysed the Duke and Duchess of Cambridge’s online presence. Stevie Johnson, managing director at data-powered influencer and social performance agency Disrupt, told “As the future King and Queen, the couple have accepted that much of their life will be lived in the public gaze.

“But their social media channels allow them to control what that gaze sees, and take charge of the narrative around them.

“It’s much harder to control what third parties – like journalists – say about them, but social media gives them a chance to talk directly to people.”

However, Mr Johnson cautioned, Kate and Prince William aren’t presenting themselves “unfiltered” in front of the camera or on their social media posts.

He continued: “Nevertheless, no one should be fooled into thinking their social media is unfiltered.

“Just as journalists choose what they say about the royals in the news media, so William and Kate – and their team – choose how they are presented on social media.”

The Duke and Duchess of Cambridge already have a strong social media presence on Instagram, where they have racked up over the past few years almost 13 million followers, and Twitter, which counts 2.2 million followers to date.

Their decision to launch their own YouTube channel will surely win over more people, Mr Johnson said.

He explained: “William and Kate – and the team around them – are masters at social media.

“Their Instagram feed already has 13 million followers and the launch of their YouTube channel will help them reach even more people.

“Their first YouTube video gives a flavour of what we can expect from them.

“It’s polished but authentic. We see William and Kate interacting with each other, smiling and laughing – and their personalities and affection for each other shine through.

“Clearly lots of thought has gone into it, but it doesn’t feel overly staged.”

Kate and William debuted on YouTube three weeks ago with a 25-second-long video.

The clip included a relaxed and funny introduction by the Duke and Duchess and a series of snaps from various engagements, showing the royals interacting with the public and organisations.

It set the tone of their channel and stepped away from the more serious YouTube account used by other members of the Royal Family to share extracts from their engagements, behind the scenes and key royal moments including weddings.

Kate and William’s debut video has so far been watched by more than three million people and the channel has gathered more than 556,000 subscribers.

Following the first clip, Kate has dominated the channel, sharing extracts from her phone calls with finalists of her Hold Still photography contest and a minute-long video showing her meeting with five-year-old Mila.

Prince William and Kate were created the Duke and Duchess of Cambridge on their wedding day in 2011.

But they are set to become the next Prince and Princess of Wales when Prince Charles ascends to the throne.

However, one expert noted, these titles are a gift offered by the monarch to their heir, which means it will be up to King Charles to confirm Kate and William as Princess and Prince of Wales.

Constitutional expert Iain MacMarthanne previously told “The title of Prince of Wales is not assumed automatically by the heir to the throne, and remains within the gift of the monarch.

“In the case of Charles, his mother the Queen created him Prince of Wales in 1958.

“In the event of the Duke of Cambridge being made Prince of Wales, Catherine would automatically become Princess of Wales.”

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