The royal family is having a bit of a marketing moment. On 5 May the Duke and Duchess of Cambridge uploaded the first-ever royal YouTube video: a 30-second trailer entitled “Welcome to our official YouTube channel!” They are sitting on their sofa; Kate in a black turtleneck, William in a jumper. For the first time we see the couple in a casual setting. The video opens with a playful out-take: “Be careful what you say now,” says William pointing into the camera, “these guys are filming everything.” Kate laughs. Cue stock music.
This “quirky” trailer could be ripped straight from any good influencer’s playbook. The soft lighting, the warm music, the off-the-cuff sound bites when William and Kate “forget” that people are watching. Except, they were watching: in 24 hours the video amassed more than one million views.
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