Kate and William warned new project ‘not without risk’ as Cambridges must ‘strike balance’

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Kate and Prince William have been warned inviting people to take a look into their lives through social media comes with a risk. However, using the power of online media correctly can have huge advantages for the Duke and Duchess of Cambridge and the Royal Family as a whole, according to an expert.

Stevie Johnson, managing director of the influencer marketing agency Disrupt, told Express.co.uk: “William and Kate are a huge asset for the monarchy and their social media is a powerful platform both for the couple and for the Royal Family as a whole.

“All the signs are that the tone and content of the couple’s social media will be firmly in tune with that of the royal brand.

“While William’s position means he may not always be able to talk as frankly as he might like, he has shown a willingness to speak about emotions and how things affect him on a personal level.

“There’s a delicate balance to be struck here.

“Inviting the world into your life, even if it’s carefully choreographed, is not without risk.

“But get it right and William and Kate will win a new generation of fans for the monarchy – just as the young Queen did when she invited the TV cameras to broadcast her coronation live.”

Kate and Prince William have a very popular Instagram account, counting almost 13 million followers, and a Twitter account followed by more than 2.2 million people.

On these platforms, they have shared over the years pictures of their children and themselves to mark birthday and milestone anniversaries.

To celebrate their first decade together as a married couple, the Cambridges shared on Twitter a brief video showing the family of five playing and eating together in their home in Norfolk.

Last month, Kate and William were depicted receiving their first dose of the vaccine against COVID-19 at the Science Museum in London.

Instagram and Twitter have also been used by the Cambridges to make announcements and share clips and snaps from their tours and engagements.

Most poignantly, on May 20, Prince William shared on these accounts a deeply personal speech in which he commented on the Dyson report concerning Princess Diana’s Panorama interview.

The Duke of Cambridge also used Twitter to speak frankly, as president of the Football Association, against the online abuse experienced by players and the European Super League.

In a likely effort to reach out to a wider audience, Kate and William split from the Royal Family’s YouTube account and created their own channel, simply called The Duke and Duchess of Cambridge.

Their account was launched three weeks ago with the publication of a brief light-hearted video mixing clips from engagements and behind the scenes.

Other videos published on the channel include extracts from the conversation held by Kate with finalists of her Hold Still initiative and a round-up of their recent tour to Scotland.

The Cambridges’ channel has so far gathered more than 572,000 subscribers.

Kate and William’s wide use of social media appears to the be right approach if the royals want to remain in touch with the younger generations.

Speaking about how crucial is a social media presence even for a centuries-old brand like the Royal Family, Mr Johnson said: “Millions of younger Britons are digital natives, meaning they’ve grown up with social media and smartphones.

“For many of them, social media is their primary source of information about the wider world, rather than conventional media like TV and newspapers.

“Gone are the days of the Royal Family cultivating an image of aloofness.

“Instead their public appearances – particularly those of the younger royals – often highlight their warmth and empathy.

“Social media feels much more intimate and personal than traditional photocalls and ribbon-cutting events, so it’s a fantastic way to get young people to relate both to the royals as people but also to the institution they represent.”

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