KATE Middleton and Prince William changed the name of their Instagram page today, and it is the latest in a string of clues they are currently “rebranding themselves”.
The Duke and Duchess switched their @KensingtonRoyal page to the more informal @DukeandDuchessofCambridge - and also added a new profile picture of them smiling as a couple.
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This follows Will and Kate launching a YouTube channel and releasing an intimate family video in honour of their 10-year wedding anniversary.
Royal commentator Duncan Larcombe said: “I honestly think they have embarked on a rebranding in the light of what effectively the importance of personality as well as position for the royals.
“Harry and Meghan have shown that modern royalty will only survive if it is absolutely at the cutting edge of social media that their profiles play into the narrative of the cult of the celebrity.
“William has decided now is really the time to really push them as a couple as well as the future King and Queen.”
Here are all the ways the Cambridges are switching up their royal roles…
Launching a YouTube channel
The pair are expanding their social media presence, after running a successful Twitter account and Instagram page, and now have their own YouTube channel.
This week they released a 25 second clip compiling some of the moments where they have met with and larked around with royal fans - as well as with each other.
The video begins with William pointing at the camera and saying: "Be careful what you say now, because these guys are here filming everything."
Kate laughs and says "I know" before upbeat music starts up and the footage starts.
At the very end as they are preparing to record a message, Kate tells William "you don't need to roll your R's", as she critiques his elocution.’
Duncan added: “Things like their anniversary video, that is a deliberate charm offensive to sell them as personalities as well as people who are going to be the King and Queen.”
Intimate family video
Last week the couple celebrated their tenth wedding anniversary by releasing a montage of clips of the doting parents and their kids.
The candid footage shows the family of five scrambling on sand dunes and roasting marshmallows on a campfire.
As they revealed the film, the pair wrote to well-wishers: "Thank you to everyone for the kind messages on our wedding anniversary.
"We are enormously grateful for the 10 years of support we have received in our lives as a family. W & C."
Sweet family shots
The Duchess of Cambridge has a passion for photography, often using her own snaps to mark milestone occasions and give a glimpse into family life.
Most recently we saw this with Kate releasing photos she took of Prince Louis and Princess Charlotte for their birthdays last month.
Prince Louis turned three, while Princess Charlotte turned six.
New Instagram name
The couple switched their Instargam profile picture from a sweet family shot to a laughing couple picture taken on one of their engagements.
The photo, along with the name change to focus on them as a pair, is deliberate, claims Duncan.
He explained: “Changing their handle means it is less about the palace and more about the Prince and his Duchess.
“If we think what we’ve seen since the Duke of Edinburgh’s death, we’ve seen the Cambridges really stepping up.”
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And Meghan and Prince Harry are ‘deeply touched’ by ‘support for family’ on Archie’s birthday & ask for charity donations.