ROI: Royalty Over Influencers – How Much is the ‘Meghan Effect’ Worth?

The new royals are undoubtedly fashion icons. Both Kate and Meghan are regular features on the social media accounts of major fashion publications from British Vogue to Elle UK and shoppers flock to buy their latest outfit choices, often selling out stocks within days.

But while the duchesses may have a great deal of influence over the fashion world, they don’t claim the coins other ‘influencers’ are entitled to.

We categorised every image of the princesses on the Instagram accounts of Vanity Fair, British Vogue, Elle UK, Grazia UK, Harper’s Bazaar UK and Tatler Magazine. We then figured out the worth of each post to find out just how much sharing a picture of Meghan or Kate is worth to a designer who dresses them.

We identified the most valuable outfits for each princess, the average worth of each post on each platform and how much it would have cost specific designers overall to gain the same amount of coverage.

 

Overall ‘Influencer’ Worth

2019 StatsMeghanKate
Solo Pictures281161
Total Likes3,786,5771,656,926
Total Worth$1,708,982.94$695,908.92
Average Post Value$6,081.79$4,322.42

Meghan

Meghan had quite a year in 2019. With the birth and christening of baby Archie, her prospective legal battle with the press and, most recently, their royal visit to South Africa.

Meghan was featured in 281 pictures without Kate this year on the six Instagram pages, wearing designers ranging from iconic fashion houses like Givenchy to pieces from J Crew and Reiss.

Meghan’s average worth per post was $6,081.79, almost three times higher than the cost of one Instagram post by a ‘Celebrity’ influencer.

Kate

Though it wasn’t so much Kate’s year in the spotlight in 2019, she still featured in 161 pictures without Meghan throughout the year, continuing to showcase her classic, elegant style.

While the top 10 most-liked pictures of the year were dominated by Meghan and her new family, Kate’s Royal Ascot outfit from July managed to snatch two of the top 10 spots.

Kate’s average worth per post was $4,3222.42, still twice as high as the cost of a single Celebrity post, showing that designers can still hugely benefit from dressing the princess.

Across 466 pictures, Meghan and Kate pulled in:

5,839,669

likes

$2,452,660.98

in potential value

This equates to around $5,263.22 per post

The Value of Each Instagram Account

British Vogue and Vanity Fair pulled in more than half of all the likes in this study, suggesting that posts on their pages hold the most value to brands. But while their average value was miles ahead of their competitors, what’s interesting is that only one account had an average value higher than the predicted worth calculated by Inkifi.

 

Instagram Handle (followers)Princess PicturesOverall LikesOverall WorthAverage ValueInkifi Post Value
VanityFair (4,928,544)501,821,861$765,181.62$15,303.63$21,200
BritishVogue (3,598,492)451,503,255$631,367.10$14,030.38$20,300
ElleUK (1,021,972)84844,703$354,775.26$4,223.52$5,800
BazaarUK (843,375)1871,429,748$600,494.16$3,211.20$4,800
GraziaUK (380,769)73152,708$64,137.36$878.59$2,100
TatlerMagazine (188,516)2787,394$36,705.48$1,359.46$1,100

Top 10 Most Liked Posts of 2019

 

 

 

 

 

Top 10 Most Liked Posts of 2019: Summary

 

HandleImageTotal LikesTotal Value
1BritishVogueBaby Archie131,011$55,024.62
2BritishVogueMeeting the Royal Grandparents124,087$52,116.54
2VanityFairMeeting the Royal Grandparents80,264$33,710.88
4Vanity FairArchie and the Archbishop75,980$31,911.60
5British VogueRoyal Ascot71,846$30,175.32
6Vanity FairBaby Archie70,750$29,715
7BritishVogueArchie and the Archbishop70,037$29,415.54
8BritishVogueArchie Announcement67,438$28,323.96
9VanityFairRoyal Ascot66,971$28,127.82
10BritishVogueArchie’s Christening66,095$27,759.90

More Popular Looks From Insta This Year

With the most followers, it’s unsurprising that British Vogue and Vanity Fair claimed every spot in the top 10. The birth of baby Archie also heavily influenced the like count on each platform, so we’ve gathered a few of the most-liked images from our four other sources which don’t feature above.

One of Harper's Bazaar's most-liked images was this throwback to Meghan and Harry's wedding, where Meghan wore a Givenchy wedding gown. 25,434 likes, $10,682.28 in value
One of Harper’s Bazaar’s most-liked images was this throwback to Meghan and Harry’s wedding, where Meghan wore a Givenchy wedding gown. 25,434 likes, $10,682.28 in value

One of ElleUK's best images of the year shows Kate in traditional Pakistani dress by designer Maheen Khan. 24,956 likes worth $10,481.52
One of ElleUK’s best images of the year shows Kate in traditional Pakistani dress by designer Maheen Khan. 24,956 likes worth $10,481.52

This image from GraziaUK shows Kate in an outfit combining high street brands like Jigsaw with classic designers like Chanel. The picture gained 6,456 likes for a value of $2,711.52
This image from GraziaUK shows Kate in an outfit combining high street brands like Jigsaw with classic designers like Chanel. The picture gained 6,456 likes for a value of $2,711.52

Tatler's favourite picture was the Cambridge family at the Trooping of the Colour, where Kate wore Alexander McQueen. This post reached 6,142 likes and is worth $2,579.64
Tatler’s favourite picture was the Cambridge family at the Trooping of the Colour, where Kate wore Alexander McQueen. This post reached 6,142 likes and is worth $2,579.64

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Top 5 Meghan Outfits of 2019

In her first full year as the Duchess of Sussex, Meghan has had a considerable impact on fashion. She maintains a simple style and has made headlines a number of times for re-wearing outfits in the interest of sustainability.

The most valuable item worn this year, this dress from British designer Grace Wales Bonner appeared 29 individual times this year and pulled in 657,093 likes worth $275,979.06
The most valuable item worn this year, this dress from British designer Grace Wales Bonner appeared 29 individual times this year and pulled in 657,093 likes worth $275,979.06

Though the designer wasn't tagged directly in any of the posts, this Club Monaco dress was featured in 9 different posts and received 220,532 likes worth $92,623.44
Though the designer wasn’t tagged directly in any of the posts, this Club Monaco dress was featured in 9 different posts and received 220,532 likes worth $92,623.44

The Dior dress worn by Meghan to Archie's christening gained 163,869 likes worth $68,824.98
The Dior dress worn by Meghan to Archie’s christening gained 163,869 likes worth $68,824.98

Meghan wore this Jason Wu dress to the premier of the Lion King and collected 157,689 likes across 8 pictures, worth $66,229.38 overall
Meghan wore this Jason Wu dress to the premier of the Lion King and collected 157,689 likes across 8 pictures, worth $66,229.38 overall

A staple favourite of Meghan's, this Veronica Beard dress was worn by the duchess multiple times through the year, appearing five times in four different months. The pictures collected 103,744 likes worth $43,572.48
A staple favourite of Meghan’s, this Veronica Beard dress was worn by the duchess multiple times through the year, appearing five times in four different months. The pictures collected 103,744 likes worth $43,572.48

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Top 5 Kate Outfits of 2019

2019 was still a busy year for the Kate. She carried out her duties as Duchess of Cambridge continuing her elegant, effortless style, representing classic British designers like Alexander McQueen and driving shoppers to high street chains like LK Bennett.

This gorgeous ensemble drew in huge amounts of likes on Vogue and Vanity Fair and features a dress from Elie Saab and hat from Philip Treacy. The garments pulled in 167,044 likes worth $70,158.48
This gorgeous ensemble drew in huge amounts of likes on Vogue and Vanity Fair and features a dress from Elie Saab and hat from Philip Treacy. The garments pulled in 167,044 likes worth $70,158.48

A landmark moment for the Cambridges as Princess Charlotte attended her first day of school, the Michael Kors dress Kate wore for the occasion was liked 180,299 times for a value of $75,725.58
A landmark moment for the Cambridges as Princess Charlotte attended her first day of school, the Michael Kors dress Kate wore for the occasion was liked 180,299 times for a value of $75,725.58

Representing one of Britain's most acclaimed designers, Kate wore this Alexander McQueen dress for this year's BAFTAs - 78,064 likes worth $32,787.30
Representing one of Britain’s most acclaimed designers, Kate wore this Alexander McQueen dress for this year’s BAFTAs – 78,064 likes worth $32,787.30

At the Chelsea Flower Show, Kate wore a dress by Erdem, a designer favoured by the princesses. This dress was liked 54,614 times totalling $22,937.88
At the Chelsea Flower Show, Kate wore a dress by Erdem, a designer favoured by the princesses. This dress was liked 54,614 times totalling $22,937.88

Barbara Casasola designed this dress which Kate matched with glittery Jimmy Choo heels, the look drew in 53,392 likes worth $22,424.64
Barbara Casasola designed this dress which Kate matched with glittery Jimmy Choo heels, the look drew in 53,392 likes worth $22,424.64

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Top 20 Mentioned Designers and Their Collective Worth

Where designers were mentioned or identified on any one Instagram account, we’ve collected all posts including the outfits and calculated the total worth of their coverage. Many of the top 20 are household names and luxury designers, but Meghan and Kate drew a lot of attention to other, smaller brands which is likely to have even more of a significant effect.

 

RankDesignerOverall LikesOverall WorthFavoured By
1Wales Bonner657,093$275,979.06Meghan
2Club Monaco265,849$191,401.56Meghan
3Alexander McQueen278,766$117,081.72Kate
4Michael Kors180,299$75,725.58Kate
5Jason Wu157,689$66,229.38Meghan
6Erdem120,878$50,768.76Both
7Aquazurra119,825$50,326.50Meghan
8Givenchy117,995$49,557.90Meghan
9Veronica Beard103,744$43,572.48Meghan
10Oscar de la Renta102,275$42,955.50Both
11Mayamiko94,241£39,581.22Meghan
12Catherina Walker93,780$39,387.60Kate
13Victoria Beckham88,991$37,376.22Meghan
14Carolina Herrera66,077$27,752.34Meghan
15J Crew60,956$25,601.52Meghan
16Maheen Khan57,864$24,302.88Kate
17Suzannah Fashion52,079$21,873.18Kate
18Amanda Wakeley49,742$20,891.64Meghan
19Roland Mouret46,617$19,579.14Meghan
20Gucci46,183$19,396.86Kate

Methodology

We picked the Instagram accounts of six fashion publications with varying follower levels and gathered information on every post including Kate, Meghan or both from 2019 up to October 21st, recording likes and designers tagged. Where designers weren’t tagged in the post, we added the name using tags from the other publications to make the list more comprehensive. Where the designer wasn’t identified at all, we left the record blank.

The accounts we analysed were:

From here, we were able to identify the most popular and most valuable outfits and the overall worth of some of the royals’ most-loved designers, such as Alexander McQueen, Oscar de la Renta and Erdem.

To find the value of each post, we needed to find the value of a like. We chose to use 1 like=1 follower as it’s unlikely that any Instagram post will be liked by more people than the number following the account. The Instagram post worth calculator by Inkifi identifies the value of a follower as $0.42. We multiplied this number by the number of likes on each picture on October 21st to find the hypothetical value of each post.

We also used Emarketer‘s influencer rates to compare the value of dressing Meghan or Kate with a collaboration with an influencer of equal value.

Emarketer influencer rates for one Instagram post:

  • Nano (500-5k followers) – $100
  • Micro (5k-30k followers) – $172
  • Power (30k-500k followers) – $507
  • Celebrity (500k+ followers) – $2,085