Buckingham Palace Embraces 'Baby Mama' Banter as Royal Social Media Strategy Enters A New Era

In an unexpected twist where palace protocol meets pop culture, Buckingham Palace has joined in the online banter surrounding a cheeky viral video filmed within its own halls, signalling a subtle but notable shift in the monarchy's social media strategy.

As reported by the Daily Mail, British reality TV star Jamie Laing and his wife, podcaster Sophie Habboo, shared a light-hearted 'Baby Mama' dance video from the Grand Staircase of Buckingham Palace. The clip echoed a similarly spirited video recently posted by Meghan Markle. Rather than issuing a stern rebuke for the apparent breach of decorum, the official Royal Family Instagram account responded with a literal wink.

'We see you ,' the Palace account commented on Laing's Instagram post, drawing laughs and applause from royal watchers who praised the monarchy's willingness to embrace humour.

The couple, best known from Made in Chelsea, were attending a King's Trust reception when they seized the opportunity to film their dance. The video was inspired by the viral 'Baby Mama' challenge originally shared by the Duchess of Sussex to mark Princess Lilibet's fourth birthday.

Wearing a printed yellow dress and visibly pregnant, Habboo danced alongside Laing to the upbeat Starrkeisha track, surrounded by centuries-old royal portraits. 'They said we couldn't film in Buckingham Palace,' Laing captioned the post to his 1.6 million followers. Apparently, they did

From Protocol to Playfulness

The Palace's playful response came as a surprise in the post-Elizabeth II era, which has seen efforts to balance tradition with modernisation. The King's Trust, which hosted the event, also joined the fun, commenting: 'All of our attendees are very well behaved.'

A Palace aide confirmed to The Daily Mail that no royal protocols were broken. 'I'm sure it was done in a spirit of fun and aligned with Jamie's wonderful support for The King's Trust Awards—even if it's not something we would encourage every guest to attempt.'

Another commenter added: 'Proof that the Royal Family account has a sense of humour too. As for Jamie, may we recommend a visit to the Tower of London? Hashtag winkyfacelolz.'

The moment highlighted how the Royal Family is evolving its digital persona by embracing relatability in an era of online scrutiny and meme culture.

A Not-So-Subtle Subtext

While the Palace's tone was jovial, the context added layers of interpretation. Laing and Habboo's video followed Meghan Markle's own 'Baby Mama' clip, which showed her and Prince Harry dancing in a hospital room ahead of Lilibet's birth. That video drew mixed reactions, with some royalists labelling it 'undignified.'

So when Laing's version appeared inside Buckingham Palace itself, it didn't take long for social media to draw comparisons. 'When you get to do it at the Palace but Harry and Meghan couldn't,' one follower remarked, highlighting the ongoing tension between the Sussexes and the institution they left behind.

Presenter Fearne Cotton, also at the event, added to the fun, joking: 'You also had your pap camera out with a flash. Think of what the flash has done to those priceless paintings.'

The Power of a Wink

The Palace's cheeky comment may seem like a one-off, but it marks a broader strategy: injecting warmth and accessibility into the royal brand. In an age where public figures are judged not just by appearances but by online tone, the monarchy appears to be letting its hair down - digitally, at least.

This pivot that aligns with a wider recalibration under King Charles and the younger generation. While the monarchy remains steeped in tradition, moments like this suggest a willingness to engage with the public, not just through balcony waves or state visits, but in emojis, memes, and yes, even 'Baby Mama' dances.

Whether this lighthearted approach is sustained remains to be seen. But for now, Buckingham Palace has proven it's capable of cracking a smile, and the internet is here for it.