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 fresh revenue streams.
However, this move is being viewed by many as an attempt to bounce back from a string of setbacks that have plagued her and Prince Harry's brand in recent months.
The past two years have proved to be challenging for the Sussexes, marked by notable missteps that included the cancellation of Meghan's much-hyped Spotify podcast Archetypes, 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 buzz expected from their multimillion-dollar deal.
Perhaps most glaring was the failure of their Netflix project Polo, a docuseries chronicling Harry's polo escapades, where they inexplicably only appeared toward the end, leaving audiences disappointed.
And on top of that Meghan's American Riviera Orchard lifestyle brand, once envisioned as a cornerstone of her post-royal ventures, has been mired in trademark disputes and a lack of tangible progress.
These hurdles have left their future in Hollywood uncertain, particularly as their Netflix contract approaches its expiration in 2025.
Royal commentator Richard Fitzwilliams frames Meghan's Instagram comeback as a pivotal part of her broader strategy to reclaim control of her narrative while reigniting interest in the Sussexes: 'She and Harry were forced to stop using their @sussexroyal account.
'They had launched it in 2019 and received a million followers in record time. She shut her personal Instagram account and closed her successful lifestyle blog The Tig before their wedding.'
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Fitzwilliams also links her re-emergence on social media to an ambitious slate of branding efforts, including an upcoming Netflix cookery series and further ventures under the American Riviera Orchard brand: 'Meghan's intention in the video is to look relaxed, confident and, above all, symbolise the freedom they claim they have found,' he observes.
'At the moment, interest in the Sussex brand remains enormous.'
However, Fitzwilliams cautions that Meghan and Harry are entering a make-or-break period as their current media deals near expiration.
'If their multimillion-dollar Netflix deal is not extended this year, it would be a disaster for them,' he notes.
This makes Meghan's digital relaunch an even higher-stakes endeavor, as the couple seeks to demonstrate their enduring relevance in the competitive Hollywood landscape.
Whereas brand and culture expert Nick Ede sees Meghan's Instagram revival as a chance for her to reestablish credibility and connection with fans: 'Meghan has returned to social media, and this is a great way of authoring her truth.
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'She will be looking at 2025 as the year she reinvents herself and owns who she 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 reportedly filmed by Prince Harry—projects an image of ease and confidence.
Set against the scenic backdrop of a Montecito beach, Meghan playfully frolics in the sand before carving '2025' into it with a dramatic flourish.
But Fitzwilliams remains sceptical: 'When Meghan carves 2025 on the sand, she knows high noon is coming as their contract with Netflix runs out this year and if it were not extended, it would be a disaster for them.'
Whereas Ede asserts 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's one of many who have a platform and can create content and make money.'
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Now, with no official ties to the Royal Family, Meghan appears ready to reclaim the space she once dominated.
Ede believes that Meghan's return to Instagram offers her a chance to foster authenticity, a quality she will need to restore trust with both fans and critics.
'She's not hiding behind PR spin or brand narrative. She's being herself, and this can be a great way for her to build her profile and trust from consumers and fans—and even people who don't really care about her,' he said.
Yet, doubts linger. Fitzwilliams emphasises that the Sussexes' track record of polarising 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.'
