Meghan Markle has made a "strategic move" by reaching out to American pop star Billie Eilish and documenting it in a new video, according to a PR expert.
The mother of two posted the reel to her Instagram account on Tuesday, explaining how Billie Eilish sent signed merchandise to her for a 15-year-old girl whose home had burned down.
Meghan revealed she met the teenage girl's mother whilst visiting a community affected by the devastating January Californian wildfires.
The founder of London-based PR agency Immortal Monkey, Ms Keeber suggested Meghan is using her new platform to showcase her relatability.
Meghan Markle has made a "strategic move" as the Duchess of Sussex reached out to American pop star Billie Eilish in a new video
Keeber explained: "By directing her message at Billie Eilish, referencing feeling old, and opting for a makeup-free look, Meghan is leaning into relatability - something that has become a key engagement driver on platforms like TikTok and Instagram.
"The shift towards short-form, personality-driven content isn't just a trend; it's a strategic move that many public figures are embracing to maintain cultural relevance."
She added: "It is quite pleasant seeing her in this informal setting."
The royal was dressed casually in a sweatshirt with her two children's names on it, Lilibet and Archie, while filming the selfie-style video.
Meghan and Harry have publicly supported people affected by the fires
Instagram / @meghanMeghan and Harry have publicly supported people affected by the fires, opening up their home to friends and family and donating essential supplies to victims.
Branding and PR expert Hayley Knight suggested Meghan aimed to "place her relevance" with younger social media users in a "very stylistic, intentional attempt."
Knight highlighted how Meghan recorded the video in a "candid, unedited look and feel" mirroring content creators on TikTok "where authenticity and spontaneity are rewarded".
Social media expert Estelle Keeber added the video is a "clear nod to the "TikTok-ification" of content online.
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Meghan explained how Billie Eilish sent signed merchandise to her for a 15-year-old girl whose home had burned down
PAShe added that Meghan appears to be "tapping into a style that resonates" with young users who "value authenticity over polished perfection".
Knight also highlighted that Meghan is "trying to be relatable" by using informal language "including mentioning that she feels old" to her target demographic.
The expert added: "Her conversational tone is also intentional, as users on TikTok expect and appreciate relatability and direct communication from public figures."
The video's inclusion of overlaid text is "reminiscent of TikTok's format" to make the content more accessible, according to Knight.
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