Meghan Markle's evolving social media strategy is drawing renewed scrutiny as the Duchess of Sussex increasingly features Princess Lilibet in public-facing content, prompting debate over the intersection of family privacy, personal branding and commercial promotion.
The discussion comes just days before Lilibet's fifth birthday on June 4 and follows a series of Instagram posts and promotional videos tied to Meghan's lifestyle brand, As Ever. Branding experts and royal commentators have noted a significant shift from the Sussexes' earlier approach, when Prince Harry and Meghan Markle fiercely guarded their children's privacy after stepping back from royal duties in 2020 and relocating to California.
According to figures cited by the Daily Mail, Meghan has featured or referenced Princess Lilibet at least 13 times on her personal Instagram account since her daughter's fourth birthday in 2024. The increase marks a notable departure from previous years, when photographs and details about Archie and Lilibet were released only sparingly.
The latest example appeared ahead of Meghan's trip to Geneva, Switzerland, for an event focused on online child safety. In a mirror selfie shared on social media, Lilibet appeared near her mother's feet. Meghan described her daughter as "mama's little helper," presenting a brief family moment alongside content tied to a public engagement.
Days earlier, Meghan referenced both of her children while promoting products from As Ever, the lifestyle venture she launched earlier this year. In a promotional video discussing the brand's jam collection, she described family members having their own jars, blending domestic storytelling with product marketing.
For some observers, the increased visibility reflects a calculated effort to reshape public perceptions of the duchess as she builds a business beyond royal life.
Megan Dooley, head of the London-based branding consultancy TAL Agency, told the Daily Mail there has been "a noticeable shift in Meghan's approach to featuring her children on public social media, especially when we compare it to hers and Harry's earlier dedication to privacy."
Dooley argued that the content appears deliberate rather than spontaneous.
"The posts are very selective and intentional rather than casual and unplanned," she said.
The branding expert suggested the strategy could help Meghan address one of the persistent challenges she has faced since leaving royal duties: relatability. While the Sussexes have shared personal stories through interviews, documentaries and public appearances, critics have often argued that the couple remain distant from ordinary audiences.
"By allowing the public to see glimpses of her family," Dooley said, Meghan becomes "more humanised" and can "soften the distance between her and her customers."
That approach mirrors a broader trend across social media and lifestyle branding, where founders increasingly weave family narratives into their public identities. Such content can help create emotional connections with consumers, particularly in sectors focused on home, wellness and parenting.
At the same time, Dooley warned that audiences have become more skeptical of family-centered branding.
"Modern audiences are increasingly sharp at spotting family content that serves the brand first," she said.
The expert added that "Meghan's challenge is keeping it feeling effortless rather than engineered."
