Yahoo Lifestyle How Meghan is using social media to usher in her new influencer era
While everyone else was nursing their hangovers, looking up cheap gym packages and researching the most effective detoxes post-Christmas, Meghan Markle was gearing up towards a social media relaunch after a five-year hiatus.
Ringing in the New Year with more than empty promises, her first post, on 1 January, was a brief clip of her trotting barefoot across a Californian beach – her relaxed, oversized white shirt and loosely tousled hair flowing behind her as she bent down to scrawl "2025" in the sand.
Now, to many, this may seem like a relatively low-key way to ease herself back into the public eye and the world of Instagram, but according to Cat Warner, digital and social content lead at global talent management agency YMU, there is much more to it.
"It would have been carefully curated," she says. "Launching on the first day of a new year feels significant in terms of positioning, symbolising a fresh start and a time for new beginnings."
Warner adds: "Securing a mononymic handle [@meghan] is huge; it reinforces Meghan’s identity as a standalone brand rather than being tied to a surname or family. It also conveys a level of confidence – an approach utilised by the likes of Adele and Oprah."
A new era
Since then, Meghan has posted on three separate occasions – including the trailer for her upcoming Netflix show, With Love, Meghan, a tribute to her dog Guy, who passed away in January, and, most recently, a face-to-camera clip discussing how she managed to get signed Billie Eilish merchandise for a family who lost their home to the LA wildfires.
For Warner, the format of Markle's posts is just as important as their contents. She explains: "The Instagram algorithm heavily favours video content right now, so a strategy built around Reels would have been planned deliberately to ensure her posts reach the widest possible audience.
"By using a combination of creative formats, Meghan can shape her messaging in different ways. Every move here will be intentional, with one overarching theme; Meghan is in full control of her own narrative."
Even the aesthetic of her new grid emphasises this shift, according to Warner. "The new content feels soft, personal and engaging. There are elevated moments, like the trailer for her upcoming Netflix show, which in itself feels warm and inviting, balanced with deeply personal pieces, such as the heartfelt video dedicated to her late dog, Guy.
"Her regular sign-off – 'as ever, Meghan' – also feels very significant. It suggests a real permanence and truth to Meghan’s character. She’s telling us that, despite outside narratives, she has always been – and will continue to be – her true self."
Tapping into trends
Sally Biddall, founder of Dandelion Social, also says that Meghan's new content embraces trends popularised on TikTok.
"Her current aesthetic aligns with the broader trends of 'soft living' and the appeal of understated luxury," she explains. "Meghan’s brand leans into that space in a way that feels very deliberate but also in tune with cultural shifts. It’s that effortless, luxurious yet cosy vibe that feels aspirational but also 'real'. I think she's got a good team of social media experts working with her who are ensuring her content appeals to Gen Z."
Just as Meghan says in the trailer for her new show, "I've always loved taking something pretty ordinary and elevating it."
Biddall believes that Markle's decision to remove comments from her posts also speaks to this movement. Not only does is reflect a desire to safeguard her personal wellbeing after facing significant negativity over the years, she's setting boundaries to protect her peace.
"She likely aims to maintain the freedom to express her creativity and share aspects of her life without the risk of toxicity overshadowing those moments," Biddall says. "It's a thoughtful decision that prioritises her mental and emotional health while allowing her to curate a more positive and purposeful social media experience."
Farewell, @SussexRoyal
Meghan's new account also marks a clear departure from her life as a royal – and separates her identity from that of her husband's and his family.
Although technically her joint account with Prince Harry is still in existence, it hasn’t been active since March 2020 – when the pair announced they were formally stepping down from their royal duties and leaving the UK.
Warner says there are changes in approach with both accounts. "The Sussex Royal account would have needed to align with strict social media guidelines and multiple layers of sign-off. As a result, it was more formal and less trend-driven, leaving little room for Meghan and Harry’s personal stories or personalities to shine through. To me, this feels fitting given their personal situation at the time, which saw them navigating royal protocol and being held to a strict public image."
Multi-platform promotion
Another major reason for Meghan's relaunch is that she's looking to promote her new work. Just as actors go on press tours and dress up for premieres to promote their new movies, there is a certain expectation for talent to use their own platforms to create hype – in fact, more often than not, it's baked into their contracts.
As Warner explains: "Social media is the new search engine; it’s where the majority of your audience are consuming news, content, updates and media, so maintaining a presence there will be crucial for Meghan."
She continues: "Consistency and positioning are key. How do you want to be seen? What space – whether it's a genre, industry, or product – do you want to own? What value are you offering your audience? Create a roadmap with a clear end goal, whether that’s building a brand, landing your dream job, or achieving a vision board goal, and then build out the steps to get there."
Having worked with various celebrity clients, Warner is well-versed at utilising social media to promote other works. "Being a face on television is one thing, but social media is where you can really connect with your community: it’s about peeling back that glossy outer layer and allowing them into your real world.
"You’re able to create a direct dialogue with your consumer; literally, in the form of broadcast channels, Q&As, livestreams, comments and beyond. These tools are super important to utilise if you want to amplify your presence online and create a genuine relationship with your audience, which can in turn positively impact your overall brand," she says.
The Tig and IG
Of course, this isn’t Meghan's first foray into the world of social media. Like any self-respecting Millennial who witnessed the birth of Instagram and the conception of the Tumblr girl era, before she married Prince Harry in 2018 and was "just the girl from Suits", she not only ran her own personal accounts, but also those of her website, The Tig.
While it’s fair to say her grid aesthetic was very much… of its time (who didn’t overuse the vignette border and the Earlybird filter?), there are certain parallels to her current content strategy that cannot be denied – most notably, her penchant for black and white and muted tones, and her emphasis on authentic, candid lifestyle shots. Even the font used in the promo for her new show strikes an uncanny resemblance to the logo of the now-defunct lifestyle blog.
According to Biddall, there are distinct parallels between her earlier work and her recent posts. "Meghan’s previous content on The Tig was very much centred around aspirational yet relatable storytelling. Her new approach seems to echo that. She’s always positioned herself as someone who appreciates refinement without being unattainable, and that’s reflected again in this new phase of her personal branding."
Biddall adds that the transition makes complete sense and is a natural evolution for Meghan: "She has always had a strong personal brand that leans into lifestyle, empowerment, and curated authenticity. It’s an evolution that feels both strategic and organic, given her background. It feels very much like she's perhaps returning to her authentic nature. But we can't overlook the fact there's clearly an awareness that 'low-fi' and raw content over performs over polished on socials today."
Read more about Meghan Markle:
As Meghan shares emotional video following dog’s death, how you can deal with pet grief (Yahoo Life UK, 5-min read)
Six times Kate Middleton and Meghan Markle took outfit inspiration from Diana (Yahoo Life UK, 3-min read)
Meghan Markle's wellness routine: 7 health tips used by the Duchess of Sussex (Yahoo News, 6-min read)
