Instagram’s Latest Influencers: The British Monarchy

Dear Lord(e), Will We Ever Be Royals?

Just 15 hours ago (Tuesday afternoon in the UK, the point at which this article was written), the Duke and Duchess of Sussex — Prince Harry and his wife Mehgan Markle — debuted their Instagram account, @sussexroyal. This effectively makes two of the most famous royal couples in the world, the other being the Duke and Duchess of Cambridge (@kensingtonroyal), Instagram celebrities. Despite only being around for 15 hours, the Sussex account has already garnered a 2M following.

Let’s take a look at the royal metrics.

The Duke and Duchess of Cambridge – Prince William & Kate Middleton

The audience growth on this account has been fairly stagnant for the better part of this year, except a sudden peak within the first 3 days of April.

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This coincides with the creation of the @royalsussex account, which makes sense considering both accounts were publicized on a number of platforms yesterday. The Kensington account recorded an average growth of 118.2K which is a lot for less than 24 hours.

Another interesting metric to look at is the country distribution.

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Despite the fact that they are the British Monarchy, only 8% of all their followers come from the UK. Their largest recorded following comes from the US, and other notable audiences come from Brazil, Australia, Russia, and Asian countries like Indonesia and India. Additionally, a good 60% of their followers are female — it looks like men aren’t quite interested in royal activities.

The Kensingston’s top performing post of this year is a series of pictures of the Duke and Duchess at the BAFTA awards.

Here they are seen walking down the red carpet, and chatting with famous personalities in the industry like Letitia Wright and Spike Lee. This post got a 7.8% engagement rate, higher than their usual average of 2.30%. While the engagement rate on the @royalkensington appears to be low, it is likely because of the sheer number of followers they have, as well as their post frequency. The account features an average of 1 post per day, so their average engagement rate (only slightly lower than the national average of 3.15% for accounts with more than 1M followers) is honestly impressive.

Another post that did innumerably well is from May last year.

The audience growth on this account is impossible to track because it grew by 2M in less than 24 hours. What we can track, however, is the engagement on their single post, which added up to 35.86% — a really impressive number considering their size. But unsurprising all the same, considering the account is new and people were curious to see the content.

This picture got 2.4M likes, which adds up to a massive 33% engagement rate. And for good reason! The Duke and Duchess of Sussex look beautiful, and it is a lovely shot.

The Duke and Duchess of Sussex – Prince Harry and Meghan Markle

The audience growth on this account is impossible to track because it grew by 2M in less than 24 hours. What we can track, however, is the engagement on their single post, which added up to 35.86% — a really impressive number considering their size. But unsurprising all the same, considering the account is new and people were curious to see the content.

Even Instagram left a comment on their post.

Just like the Kensington account, the Sussex royals have an audience all over the world.

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Their biggest single following also comes from the US instead of the UK, and their followers span roughly the same countries & cities. If you are interested in one royal couple, I suppose you would be interested in the other too.

Concluding Thoughts

Because the Sussex account is so new, there is little we can comment on at this stage, but we are definitely looking forward to more content from this account. We’re excited that the second royal couple has finally come on board the Instagram bandwagon — possibly in anticipation of their firstborn. Stay tuned for more information on what sort of royal influencers the Duke and Duchess of Sussex make of themselves.

Written by Deesha Menon

Influencer Marketing at Popular Chips. Interested in social issues, narratives, books, social media, and machine learning.

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