The Prince and Princess of Wales are ‘rebranding’ the Royal Family in a new era of social media and TikTok, an expert has claimed.
Brand and Culture expert Nick Ede believes that William and Kate have ‘adopted’ the media style of Harry and Meghan in new behind-the-scenes Coronation footage.
The film, released today, shows a rare glimpse into the couple’s life amidst the historic crowning of King Charles and Queen Camilla last weekend.
It touches on numerous spellbinding highlights of the Coronation – from crowd meets at London’s Mall to the concluding royal concert.
But with celebrations now over, Mr Ede claims that all eyes are on His Majesty’s heirs who are tactfully seeking to show a ‘more human side’ to the family.
Prince William pictured at Windsor Castle for the Coronation Concert where he delivered a tribute to the King
He told MailOnline: ‘When Meghan and Harry were part of the Sussex royal brand they cleverly used social media to communicate, and I think that the Prince and Princess saw this trend as something they should adopt.
‘However this is not a new phenomena for public figures, stats from Madonna, the Kardashians and all in between use it to communicate, so it was only a matter of time for when the Prince and Princess would adopt this clever strategy.
‘I think they are doing the right thing creating these short films. They are interesting but also well made, visually engaging, and tell a story from a different angle. We are so used to short-form media with TikTok and Instagram that this is a great way of brand building.’
The video was shared by the Wales’s official YouTube and Twitter account today, with credit given to videographer Will Warr who also captured their 10th anniversary.
In this way, Mr Ede suggests the couple are balancing consistency with modernism to ‘keep the positive appeal of the Royal Family alive’.
He continued: ‘The behind-the-scenes trend has been one that has been used by celebrities and public figures for many years and the Prince and Princess have realised that social media is a really great way of communicating to their fans, the media and their detractors too.
Pictured: The Princess of Wales preparing for the Coronation celebrations last weekend
Brand and Culture expert Nick Ede (pictured) believes that William and Kate have ‘adopted’ the media style of Harry and Meghan in new behind-the-scenes Coronation footage
‘This way of offering an insight into their lives allows them to cleverly control the narrative but also show a more human side which for a long time the Royal Family has been criticised of not showing. It’s a winning formula and one which will be received positively.’
Despite last week’s celebrations, its release comes in the midst of alleged tensions between Harry and Meghan and the Prince and Princess of Wales.
Sources claim that Prince William still feels betrayed by his estranged brother, following the scandalous release of Spare earlier this year in addition to his tell-all Netflix documentary.
Even though both couple’s are believed to have used media to promote their own interests, Mr Ede branded Harry and Meghan’s film ‘Americanised propaganda’.
‘The Harry and Meghan piece was a glossy Americanised propaganda piece and in all reality all behind-the-scenes films are a way of creating more appeal and being more appealing. The significant difference is that the Prince and Princess of Wales are using film to communicate in a positive space,’ he said.
Meanwhile, royal expert Richard Fitzwilliams told MailOnline that William and Kate’s video marks a ‘brief record’ in history with ‘very genuine meaning’.
Despite last week’s celebrations, the new video’s release comes in the midst of alleged tensions between Harry and Meghan and the Prince and Princess of Wales
At Sunday’s Coronation concert, the Prince of Wales shared his pride for King Charles adding, ‘I commit myself to serve you all’
He said: ‘The message that came across is his promise to serve and service was the theme of the weekend.
‘William and Katherine are the world’s most glamorous royals and the world’s most in demand Royals.
‘They also interact so well as a couple – it was a delightful compilation of one of the most memorable weekends in Royal history.’
At Sunday’s Coronation concert, the Prince of Wales shared his pride for King Charles also adding, ‘I commit myself to serve you all’.
It was this moment that Mr Fitzwilliams believes is central to the five-minute clip, highlighting the family’s commitment to the public.
‘They and their family are the future of the monarchy,’ he continued.
‘It’s a brief record of a wonderful, happy and successful royal event that had a very genuine meaning.’
Read more at DailyMail.co.uk