Meghan Markle executed a major shift in strategy around the content she shared to celebrate Princess Lilibet's birthday this week.
The Duchess of Sussex made three different social media posts to mark the occasion just hours apart on Wednesday.
The first post focussed on Meghan's relationship with her daughter and included two black and white pictures of the Duchess of Sussex holding Lilibet.
The photos were accompanied by a heartfelt message which read: "Happy birthday to our beautiful girl!
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|Meghan Markle executed a major shift in strategy around the content she shared to celebrate Princess Lilibet's birthday this week.
"Four years ago today she came into our lives - and each day is brighter and better because of it. Thanks to all of those sending love and celebrating her special day!"
Later in the day, Meghan Markle made a separate post celebrating the bond between her husband Prince Harry and Princess Lilibet.
The Duchess of Sussex shared two previously unseen pictures of the Duke of Sussex and Lilibet.
The first photo shows Harry holding Princess Lilibet as a newborn in his arms whilst the second photo shows the father and daughter holding hands as they walk along a sandy path.
The first post focussed on Meghan's relationship with her daughter and included two black and white pictures of the Duchess of Sussex holding Lilibet.
This post was captioned: "The sweetest bond to watch unfold. Daddy’s little girl and favourite adventurer. Happy birthday Lili!"
Around an hour later, Meghan followed up the post by sharing a video of her heavily pregnant with Lilibet in 2021.
The video shows the Duke and Duchess of Sussex dancing in a hospital room and has been amassed over 32 million views at the time of writing.
This is the first time one of Meghan's reels on Instagram has broken reached the 30 million views milestone and is at least 5 million views more than her second most watched video on the platform.
The Duchess of Sussex shared two previously unseen pictures of the Duke of Sussex and Lilibet.
Meghan captioned the video: "Four years ago today, this also happened. Both of our children were a week past their due dates… so when spicy food, all that walking, and acupuncture didn’t work - there was only one thing left to do!"
The intimate content shared around Princess Lilibet's birthday marks a contrast from the approach the Duchess of Sussex took when marking her son's birthday last month.
Prince Archie was born almost exactly two years before Princess Lilibet and turned six on May 6 2025.
Meghan Markle made a single social media post to celebrate the occasion, sharing a picture of Archie looking out at a sunset.
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Meghan Markle made a single social media post to celebrate the occasion, sharing a picture of Archie looking out at a sunset.
The Duchess of Sussex captioned the post: "Happy 6th birthday to Archie! Thank you for all of the love, prayers, and warm wishes for our sweet boy. He’s six! Where did the time go?
"(And for all of you who came to celebrate with us at his party last weekend, thank you for making his birthday so incredibly special!)"
It is unclear why Meghan decided to change her approach around the content she shares on her children's birthdays, however, the engagement generated by the Lilibet posts and in particular the video from 2021 may see the Duchess of Sussex double down on the strategy.