Prince William and Kate Middleton have learned lessons from Prince Harry and Meghan Markle as they "really push" towards being the "future king and queen', a royal expert has said.
Commentator Duncan Larcombe said the Duke and Duchess of Cambridge "have embarked on a rebranding" as they look to ensure the survival of the Firm in the modern world.
Earlier this week they changed the name of their @KensingtonRoyal Instagram page to the more informal @DukeandDuchessofCambridge, while adding a photo of themselves smiling.
It follows the pair launching a YouTube channel and releasing a family video to mark their 10-year wedding anniversary on April 29.
The couple also released a 25 second compilation video meeting royal fans.
It 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" as the footage kicks in.
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“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," Mr Larcombe told the Sun.
“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.”
Since stepping back as senior royals, Harry and Meghan have often outshone other members of the family when it comes to news coverage.
In order to bag multi-million pound deals with the likes of Netflix and Spotify, the Duke and Duchess of Sussex have had to ramp up building a brand separate to the Firm itself in the last year.
It comes after fellow royal commentator Daniela Elser said Kate had actually upstaged sister-in-law Meghan by "nailing the social media game".
She said the Duchess was winning a royal power play that's set to "change the crown forever", while the world is distracted by "the Harry and Meghan Show".
Writing for news.com.au, she said a "case in point" was an Easter video she posted.
Rather than the obvious imagery associated with the time of year, the Cambridges instead went with a "cheeky" video of a chocolate egg being smashed in reverse.
The commentator added that Kate's skills as an amateur photographer have also helped in the couple's "social media transformation".
Last weekend, the couple released a photo of daughter Princess Charlotte, taken by her mum in Norfolk, to mark her sixth birthday.
And last July they did the same for first born Prince George when he turned seven.
Ms Elser said William and Kate are key going forward as they oversee a "significant intellectual shift" in the Firm's image in the years before the take charge.
She added it is "openness and realness" and "at times tongue-in-cheek" humour that are the perfect way to ensure the monarchy continues to engage with the people.