Harry and Meghan unfollow Princess Eugenie, William and Kate on social media

The Sussexes have unfollowed the Cambridges on social media.

They've also swapped likes on royal cousin Princess Eugenie's account for celebrities including Lady Gaga and Oprah.

But this isn't a royal rift or feud fuelling the follows on social media.

Instead, it's a strategic play Prince Harry and Meghan Markle have made for Mental Health Awareness Month - following just 16 accounts, all of whom highlight mental health initiatives they support or would like to promote.

So, instead of getting updates on Prince Charles and Camilla through Clarence House's page, the couple will see Instagram posts from actress-turned-body positive campaigner Jameela Jamil.

And instead of seeing The Queen's latest pictures, they will follow the progress of the Aussies behind The Man Cave.

Harry and Meghan will also see updates from author Matt Haig, who was just as surprised as anyone to find out he made the cut.

"Just woke up to be told Harry and Meghan follow me on Instagram," he tweeted. "They only follow 16 people. Why would they follow me? I annoy even myself on there. Pretty sure I’ll be unfollowed within a week."

The Duke and Duchess of Sussex will also be inspired by Oprah Winfrey's Super Soul Sessions and Lady Gaga's Born This Way Foundation.

And secretly, they're still following Kate and Wills, sort of - one of the 16 accounts they're highlighting is The Royal Foundation's Heads Together charity, which is fronted by The Fab Four.