Meghan Markle is at a crossroads. Honestly, anyone who has watched the Duchess of Sussex navigate the last few years knows she doesn’t do anything by halves. From launching a lifestyle empire to producing Netflix hits, her plate is overflowing. But as 2026 kicks into high gear, the whispers from the PR world are getting louder and more specific.
The word on the street? Meghan Markle advised to adjust instagram strategy for upcoming projects if she wants her brand, As Ever, to actually stick the landing.
It isn't just about posting pretty pictures of jam anymore. Since rejoining Instagram in early 2025 under the handle @meghan, she’s pulled in over 4 million followers. That’s a massive audience. However, experts like Rhea Freeman and Renae Smith are pointing out that "vibes" alone won't sell a lifestyle. There's a fine line between being an aspirational royal and a relatable business owner. Right now, the strategy looks a bit... blurry.
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The Identity Crisis of "As Ever"
Let's look at what's actually happening. Meghan originally launched under the name American Riviera Orchard. It sounded fancy, very Montecito. Then, she rebranded to As Ever because the original name was apparently too geographically limiting.
The problem? The rollout has been, well, inconsistent. One minute we’re seeing a limited-edition apricot spread in keepsake packaging, and the next, there’s a "website glitch" showing thousands of jars of honey that were supposedly sold out. PR guru Renae Smith, founder of The Atticism, hasn't held back, calling it "brand confusion." You can't really blame the public for being a bit lost. Is it an exclusive boutique? A mass-market lifestyle brand? A hobby?
Why the Instagram Pivot is Non-Negotiable
- The Relatability Gap: Experts suggest Meghan needs to move away from the "perfect" aesthetic. Rhea Freeman told the Daily Express that sharing actual New Year’s resolutions or goals—things her audience can actually relate to—would be a "clever move."
- Cause over Commerce: There’s a suggestion to shift the spotlight. Instead of just "growing my range of jams," she could use her platform to highlight the charitable causes she’s always championed. It adds depth that a product shot just can't reach.
- Consistency is Queen: We've seen long periods of "radio silence" followed by a flurry of posts. In the world of social media algorithms, that's basically suicide. To support her upcoming projects, the experts say she needs a "clear calendar."
Netflix, Cookbooks, and the 2026 Slate
Meghan isn't just selling candles and honey. She’s got a massive content slate coming up. We're talking about a rumored cookbook for Spring 2026 and new Netflix projects like the rom-com adaptation of The Wedding Date.
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The strategy for these projects has to be tighter. Her Netflix series, With Love, Meghan, had its fans, but it also faced its fair share of "mixed reviews." If she’s going to use Instagram to drive people to her shows, the content needs to feel less like a commercial and more like a conversation. Meghan herself admitted in a recent interview that she's looking at "how I can give you a recipe in two minutes." That’s the kind of short-form, punchy content that works on Reels. The era of the 30-minute slow-burn lifestyle show might be pivoting toward the "two-minute snackable" era.
The "PR Nightmare" or Just Growing Pains?
There’s been some pretty harsh chatter lately. Some reports claim US PR agencies are hesitant to take on the Sussex account, citing a "PR nightmare" and high costs. Whether that’s sensationalist tabloid talk or grounded in reality, the takeaway is the same: the 2026 strategy needs to be professionalized.
Basically, the "influencer" vibe she’s been testing out needs to grow up into a "founder" vibe.
What the Experts Want to See
- A Clear Vision: Is the brand about "aesthetic nostalgia" or practical living? It can't be both and neither at the same time.
- Unfiltered Content: People want to see the mess. Or at least a version of the mess that feels real.
- Strategic Integration: Her personal account (@meghan) and the brand account (@asever) need to stop stepping on each other's toes.
The "unwind set" she recently released—featuring a "fell asleep here" bookmark and sage honey—is a step in the right direction. It’s a specific "mood." But when critics like Dan Wootton post videos showing they received "faulty" products (like a candle without a wick), the backlash is instant. In 2026, you can't afford those kinds of unforced errors.
The Bottom Line for the Duchess
Meghan has the platform. She has the followers. She has the Netflix deal. What she needs now is the discipline to stick to a narrative.
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The advice to adjust her Instagram strategy isn't about changing who she is. It’s about being smarter with how she shows up. If she can bridge the gap between "Duchess" and "Entrepreneur" without making it feel like a sales pitch, 2026 could be her biggest year yet. But if the "radio silence" continues and the product drops remain sporadic, the audience might just move on to the next shiny thing.
Actionable Insights for the Path Forward:
- Audit the Brand Voice: Meghan should define whether As Ever is a luxury tier brand or a "girl boss" lifestyle brand and stick to that tone across all captions.
- Leverage Short-Form Video: Transitioning from long Netflix episodes to 90-second "Behind the Scenes" or recipe Reels will likely drive higher engagement with younger demographics.
- Community Management: Increasing direct interaction in the comments or through "Ask Me Anything" (AMA) sessions could dismantle the "aloof" perception and build genuine loyalty.
- Streamline Product Launches: Ensure the supply chain is rock-solid before announcing "sold out" statuses to avoid "brand confusion" and consumer frustration.