Angling 'finfluencers' reel in young enthusiasts

Social media is helping teens get hooked on the simple joys of a day's fishing

An angling company has said so-called "finfluencers" are helping reel in younger enthusiasts.

Norfolk-based Angling Direct, which has stores in Norwich and Hoveton, and more than 40 nationwide, has seen its YouTube channel rack up more than 30 million views.

It said anglers on Instagram and TikTok were successfully getting the next generation of fishing fans hooked.

"I think with the influence of social media we are seeing lots of young kids and more women getting into fishing," said William Grainger, who works in the Hoveton shop.

"Our company has a massive YouTube channel, and there are so many people out there, making content, it's easily accessible for kids, they're thinking 'that looks fun', let's go get set up."

William Grainger said a friend got him hooked on fishing

As well as the firm's own YouTube presence, he cited influencers like 29-year-old Carl Smith, an angler who regularly posts about his adventures in the UK and around the world to try to inspire others.

Known as Fish with Carl, his videos with titles like "a tiny pond and the biggest carp I've ever seen" rack up hundreds of thousands of views on YouTube.

Mr Grainger said some customers were asking for certain items after seeing it on social media, but most young people just wanted advice to get started.

"We'll set them up so they're ready to go," he added.

"I've been fishing for seven years and I'm still learning things on a day-to-day basis.

"I love the feeling of going out there and being free - we're very lucky on the Broads, and it's about going out there and enjoying the beauty."

The simple pleasures of a day by the river have also been thrown in the spotlight with the BBC series Mortimer & Whitehouse: Gone Fishing.

It shows the comedians and friends travelling around Britain, showcasing rivers and fish species and discussing life's events - and sometimes getting a catch.