Meghan Markle has made a dramatic return to Instagram under the handle @meghan, amassing more than 650,000 followers within 24 hours but the move could be motivated by an upcoming setback for the Sussexes according to a royal commentator.
The Duchess of Sussex’s return to the platform is particularly significant given her previous social media presence, which included the successful @sussexroyal account launched in 2019 that gained a million followers.
The strategic timing of her Instagram revival coincides with broader efforts to rebrand herself in 2025.
In a debut video reportedly captured by Prince Harry, Meghan appears at ease against the backdrop of a Montecito beach.
The Duke and Duchess of Sussex’s lucrative Netflix deal is set to expire this year
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The footage shows the Duchess playfully enjoying moments in the sand before drawing ‘2025’ into the sand on the beach.
The carefully choreographed scene projects an image of confidence and freedom, according to royal commentator Richard Fitzwilliams.
‘Meghan’s intention in the video is to look relaxed, confident and, above all, symbolise the freedom they claim they have found,’ he observes.
However, Fitzwilliams adds a cautionary note: ‘When Meghan carves 2025 on the sand, she knows high noon is coming as their contract with Netflix runs out this year.’
The Sussexes have faced a string of notable setbacks in recent months, including the cancellation of Meghan’s Spotify podcast Archetypes due to reported lack of impactful content.
Their Netflix documentary Heart of Invictus, centred on Prince Harry’s Invictus Games, failed to generate expected buzz despite their multimillion-dollar deal.
The stakes for Meghan’s digital relaunch are particularly high, according to royal commentator Richard Fitzwilliams.
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Another Netflix venture, the polo docuseries, disappointed audiences when the couple only appeared briefly toward the end.
Adding to these challenges, Meghan’s American Riviera Orchard lifestyle brand has encountered significant obstacles, including trademark disputes.
These setbacks have cast uncertainty over their future, particularly significant as their Netflix contract approaches its 2025 expiration date.
The stakes for Meghan’s digital relaunch are particularly high, according to royal commentator Richard Fitzwilliams.
‘If their multimillion-dollar Netflix deal is not extended this year, it would be a disaster for them,’ he warns.
Before her royal marriage, Meghan maintained an active online presence, including her lifestyle blog The Tig, which she closed before the wedding.
Brand and culture expert Nick Ede views Meghan’s Instagram revival as an opportunity for authentic connection.
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Brand and culture expert Nick Ede views Meghan’s Instagram revival as an opportunity for authentic connection.
‘Meghan has returned to social media, and this is a great way of authoring her truth,’ says Ede.
He believes 2025 will be pivotal for the Duchess: ‘She will be looking at 2025 as the year she reinvents herself and owns who she is.’
Meghan’s Instagram comeback has already attracted attention from Hollywood A-listers.
Notable followers include tennis champion Serena Williams, model Chrissy Teigen, and actress Mindy Kaling.
The high-profile following suggests potential for lucrative brand collaborations and endorsement deals.
Nick Ede believes her Instagram platform offers Meghan a chance to rebuild trust organically.
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This mirrors Meghan’s previous success with social media and content creation before joining the Royal Family.
Her earlier venture, The Tig lifestyle blog, had established her presence in the lifestyle and fashion space.
The blog’s focus on food, fashion, and travel demonstrated her ability to connect with audiences through digital platforms.
Nick Ede believes her Instagram platform offers Meghan a chance to rebuild trust organically.
‘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.
