Fishing businesses use social media to draw children outdoors

Fishing businesses in Satakunta are using social media videos and challenges to encourage children to take up fishing and spend less time on their phones, Yle reports.

Seventh-graders Leevi Sundelin and Ilmari Vesanen headed to the Arantilankoski rapids in Nakkila after their school day ended. Their fishing was briefly interrupted while they replaced a leader and added new lures.

Nearby, Olivia Viitanen and Anja Kunvik were also fishing. The young anglers said they had learned from social media videos.

Fishing is one of the most popular hobbies among school-age boys, according to the latest school survey by Finland’s Ministry of Education and Culture. It was the second most desired hobby among boys in grades four to six and the third most desired hobby among boys in upper comprehensive school.

Viitanen said fishing should not be viewed as a boys’ hobby.

“Girls can fish too. Gender does not matter,” she said.

Businesses in Satakunta are trying to make fishing as accessible as possible for young people. A fisheries management fee normally costs 47 euros a year at rapids and other flowing-water fishing locations. Lohijoki, a fishing tourism company operating at Arantilankoski, allows children under 15 to fish in the area free of charge.

Kimmo Puosi, a fishing guide at Lohijoki, said it was encouraging to see young people fishing.

Eumer Finland, a Merikarvia-based fishing tackle manufacturer, says demand for its fishing courses for young people is high. Its camps were almost sold out every day during the summer.

The company says its main goal is to get children outdoors and into fresh air, away from smartphones. Paradoxically, it uses smartphones to achieve that goal.

“We have been making videos for a long time with tips on what, how and where to fish,” Eumer chief executive Jaakko Ojamo said.

Social media shapes fishing trends

Fishing entrepreneurs in Satakunta say social media has had a positive effect on the number of young people taking up fishing.

Before social media, children interested in fishing might have joined a local fishing club, where experienced older members taught them the basics. Ojamo said membership in fishing clubs is declining and that social media videos have taken over much of their role.

“There is still club activity, but people are a little shy about joining and taking part in volunteer work,” Ojamo said.

Social media also influences fishing trends. Ojamo cited ice fishing for zander as an example. He said few people knew about the method when the company began making social media content, but it has since become one of the most popular winter fishing trends.

Young anglers still need support nearby

Olli Saari, executive director of Finland’s recreational anglers’ organisation, agreed that fishing is trending among young people. He said statistics showed that large numbers of young people go fishing every year and that participation has remained high.

According to the Natural Resources Institute Finland, the country had about 1.6 million recreational anglers in 2024. The number of recreational anglers aged 18 to 24 increased compared with previous years among both young men and women.

Saari said Finland’s recreational anglers are active on social media and aim to provide content that interests different age groups. He also stressed the importance of having real-life role models when children and young people begin fishing.

“It is essential that there is someone nearby who can help. Locally, there can be gaps in fishing if no one in a young person’s immediate circle is available to help them get started,” Saari said.

Social media brings popular fishing personalities directly onto children’s screens and encourages them to try fishing themselves. Ilmari Vesanen, who fishes for perch at Arantilankoski, said his favourite fishing account on Instagram is called sopulifishing.

For the young anglers from Nakkila, however, the real-life experience remains the main attraction.

“There is just such a great feeling when you catch a fish,” Sundelin said.