It may be about to enter its most important year to date. Official royal social media, just an optional extra and often an inefficient one at that just five years ago, is now a major communication tool for ruling houses across the continent. And with an ever growing audience across all platforms, especially in the younger generation that royalty needs to get on board to keep the popularity levels high, this coming year promises opportunities and challenges for royal social media on a new scale. And that means no snoozing over the New Year period. Here's how the official royal channels got 2019 started.
The Prince Charles, Lord of the Isles (as The Prince of Wales is known when visiting the Western Isles of Scotland), today attended a Centenary Service on the Isle of Lewis to commemorate the loss of HMY Iolaire. pic.twitter.com/uY8QafElg8— Clarence House (@ClarenceHouse) January 1, 2019
In some instances, it was easy. Clarence House was able to share details of an engagement for the Prince of Wales within hours of the new year getting under way. Photos of Charles paying tribute on the centenary of the loss of HMY Iolaire in Stornoway were shared on Instagram and Twitter on January 1st 2019, underlining the heir's commitment to duty.
The Duke of Cambridge will visit @LDNairamb on Wednesday 9th January to recognise the work that their first responders carry out delivering life-saving treatment across London. pic.twitter.com/ogRop3BvD5— Kensington Palace (@KensingtonRoyal) January 3, 2019
Kensington Palace might be the undisputed king of royal Instagram right now, with 7.1 million followers and counting, but its first social media post of 2019 came on Twitter (following 1.68 million) and again the emphasis was on duty. The debut message of the new year was all about an engagement for the Duke of Cambridge next week, informing us that William will recognise the work of the London Air Ambulance on January 9th.
Det er nytårsdag og Den Kongelige Livgarde er trukket i den røde gallauniform. Klokken 12.00 finder årets første vagtskifte sted på Amalienborg, hvor der traditionen tro vil være en nytårskoncert på slotspladsen. I aften er Hendes Majestæt Dronningen vært ved nytårskur og -taffel for regeringen, folketingets formand, repræsentanter for det officielle Danmark og hoffet i Christian VII's Palæ, Amalienborg. 📸 Kongehuset ©️
With a series of New Year galas, the Danish official Instagram account was always going to be busy. Its first share of 2019 was a sunny image of soldiers waiting for the first changing of the guard ceremony of the year with a message about the traditional gala events that open every year for Margrethe. This is all about royalty's role in national life and it's a stonker of a photo as well.
“Gedurende het hele toernooi én in de finale heeft Michael van Gerwen laten zien de terechte winnaar te zijn. Met deze winst treedt hij toe tot de selecte groep darters die minimaal driemaal wereldkampioen zijn geworden. Van harte gefeliciteerd met de wereldtitel Darts 2019!” - WA en Máxima #wereldkampioen #darts 🏆📸ANP
The Dutch Royal Family, rather brilliantly, began their New Year postings with a message of congratulations for the new World Darts Champion, Michael Van Gerwen. It was shared on Instagram and Twitter and has all the hallmarks of a confident monarchy in touch with what matters to those following its every move.
Spain and Norway's royals have yet to post as have Sweden's on their official channels. However, Princess Madeleine has taken to Instagram with a New Year photo of her youngest child, Princess Adrienne. And rather lovely it is, too.