Meghan Markle Steps Back From Social Media Amid Branding Strategy Shift

Meghan Markle has reportedly gone silent on social media as she rethinks her promotional strategy for her lifestyle brand, As Ever. The Duchess of Sussex, who is typically active on Instagram, has paused her posting schedule—prompting speculation about the future direction of her brand presence online.

According to royal expert Nick Ede, the quiet period may be a calculated move to build anticipation for an upcoming announcement. Speaking to Express, Ede explained: “I think that it’s a way of building momentum and so she can make a new announcement which once again will gain column inches.”

Meghan has used social media to promote As Ever, her recently launched lifestyle brand that includes home goods, wellness products, and curated experiences. However, her personal and brand accounts have both been notably quiet in recent weeks.

Ede pointed out that balancing multiple social media profiles can be complicated, particularly when stock availability affects promotion. “It’s tough for her to have her As Ever brand Instagram and her MeghanInstagram, and which ones she uses to push her brand,” he said. “If she’s sold out (of brand stock), then there’s no reason to push it on her personal socials as people will complain.”

The royal commentator noted that consistency is key when it comes to maintaining a loyal social media following. “The issue is that we all know with social media it’s about consistency and speaking to your audience, and it doesn’t feel like she’s grasping that side of things,” Ede added.

While some fans speculate that Markle may simply be in a creative phase or preparing for a strategic relaunch, Ede warns that a prolonged absence can result in diminished engagement. “It may be that she genuinely doesn’t have anything to actively promote, so she’s taking a back seat for a while on that side of things, but her followers may desert her,” he noted.

The Duchess’s social media retreat comes amid broader changes in her public image and media efforts. With her Netflix deal reportedly coming to an end and her podcasting ventures on hold, Markle’s brand-building efforts now seem focused on repositioning As Ever for longevity and impact.

As her team prepares for the next phase, fans await signs of what Meghan will reveal next—and whether her current silence is part of a larger publicity plan or a sign of shifting priorities.