Summary List Placement
When Meghan Markle and Prince Harry introduced their eldest child, Archie, to the world in 2019, they received messages of congratulations from the royal family.
“The Duke and Duchess of Cambridge are delighted with the news of the birth of The Duke and Duchess of Sussex’s son today, and look forward to meeting the latest addition to the family,” a spokesperson for Prince William and Kate Middleton wrote on Instagram at the time.
Two years later, they have congratulated the couple again.
But this time around, they took a less formal approach, writing on Instagram: “We are all delighted by the happy news of the arrival of baby Lili. Congratulations to Harry, Meghan, and Archie.”
There are two major differences to the second post: It was written in the first person, and it refers to the Duke and Duchess of Sussex by their first names instead of by their titles.
Insider spoke to royal commentator Kinsey Schofield, who broke down why the post may be part of a wider plan to change their image.
Royal press teams could be trying to repair their reputation after backlash from the Oprah interview and ‘The Crown’
Prince Charles and Camilla’s social media post about baby Lili also referred to the couple by their first names, a tactic which may have been used to “add a depth of warmth” to their message, according to Schofield.
Whereas The Royal Family account — which officially represents Buckingham Palace and the Queen — referred to them as the Duke and Duchess of Sussex.
Schofield told Insider that Clarence House and Kensington Palace PR teams may have “teamed up to weather this storm” caused by Harry and Markle’s interview with Oprah in March.
Markle and Harry made a number of accusations about the royal family during the sit-down interview. The duchess said that Middleton made her cry during a bridesmaid dress fitting, while Harry said that his father stopped taking his calls before they stepped back from royal duties.
The couple also said they received no support from the institution of the royal family when Markle began experiencing suicidal thoughts, and that some royals had expressed “concerns” over Archie’s skin color.
“Things have been rocky for the entire family since the Oprah interview online but Prince Charles and the Duchess of Cornwall have been dodging negative feedback on social media since November thanks to ‘The Crown’ Netflix series,” Schofield, founder of To Di For Daily, told Insider.
Charles and Camilla disabled their Twitter replies in November after they were trolled by Princess Diana fans watching “The Crown.” The show’s fourth season showed the love triangle between the three royals.
“The real crown and the Queen are a testament to tradition, sophistication, and rich history … the Queen has lived her entire life within a strict set of rules and she’s not about to break those for an Instagram post,” Schofield added.
This caption is just one aspect of a wider rebrand for the Cambridge family. As Insider’s Annetta Konstantinides previously reported, William and Middleton recently launched a YouTube channel and had an affectionate photo-op for their anniversary, a possible attempt to appear more relatable and down-to-earth to the public.
Schofield added that these changes would have come from the royal press teams, rather than the royals themselves — however, “they likely approved these captions since there would be so much public interest in them.”
Kensington Palace and Clarence House did not respond to Insider’s request for comment.
NOW WATCH: What cocktails look like around the world