How influencers have fuelled the rise of the Berlin show

Social media creators have become an increasingly powerful force in recreational fishing, influencing purchasing decisions, introducing new audiences to the sport and creating fresh opportunities for tackle brands. As digital communities continue to grow, their role in the industry is becoming harder to ignore.

Writing in Angling International, Felix Steinacker, head of the ANGELWELT show, which takes place in Berlin at the end of this month, says that over the past five years, influencers have become significantly more important to the fishing tackle trade.

Writes Steinacker (pictured below): Platforms such as YouTube, Instagram and TikTok have transformed how anglers discover products, learn new techniques and engage with brands, creating new channels for communication between manufacturers, retailers and consumers.

For many anglers, particularly younger generations, digital creators are now an integral part of the fishing community. Their content provides inspiration, practical advice and product recommendations, often helping to shape purchasing decisions before a customer ever steps into a tackle shop or visits an online retailer.

Their influence extends well beyond product promotion. Creators have become educators, brand ambassadors and community builders, demonstrating equipment in real-world conditions and sharing their experiences with audiences who value practical knowledge and relatable content.

The growth of influencer marketing reflects a broader shift in consumer behaviour. Anglers increasingly turn to social media for inspiration, product reviews and advice from people they trust. Fishing, with its strong visual appeal and endless variety of techniques and environments, is particularly well suited to this form of storytelling.

Importantly, influencers can also help bring new people into the sport. Younger audiences, beginners and those drawn to fishing through outdoor, lifestyle and adventure content can discover recreational angling without necessarily having an existing connection to the traditional fishing community.

By presenting fishing as accessible, varied and rewarding, creators can help remove barriers to participation and introduce potential newcomers to equipment, techniques and destinations they might not otherwise encounter.

For tackle manufacturers, this presents a valuable opportunity to reach consumers at an early stage of their fishing journey, potentially building brand awareness and loyalty that lasts for years.

For brands, working with influencers is no longer simply a question of securing exposure to a large online audience. The most effective partnerships are built on credibility, expertise and a natural connection between the creator, the product and the people watching.

Reach remains important, but it is not the only measure of success. An influencer with a smaller, highly engaged audience and a strong reputation within a particular discipline may deliver greater value than a creator with significantly more followers but a less relevant audience.

Authenticity is equally important. Anglers want to see how products perform in genuine fishing situations, hear honest opinions and understand how equipment can improve their experience on the water. Content that delivers practical value can build trust in ways that traditional advertising alone may struggle to achieve.

For manufacturers and retailers, the challenge is to identify creators whose audiences align with their target markets and whose content reflects the values of their brands. Successful collaborations can support product launches, demonstrate technical features, generate consumer interest and create conversations that continue long after a campaign has ended.

The growing importance of influencers is also changing the role of consumer fishing exhibitions.

At ANGELWELT in Berlin, for example, digital creators help connect the online angling community with the physical experience of a tackle show. Visitors have the opportunity to meet familiar faces, exchange experiences, discover new products and engage directly with the personalities whose content they follow throughout the year.

Meet-and-greets, live demonstrations, discussions and social media activities can add another dimension to the visitor experience, while content created during the event can extend its reach far beyond the exhibition halls.

For exhibitors, this creates additional opportunities to showcase products and engage with consumers. For visitors, it adds a personal dimension to the digital relationships they have already established.

However, influencers work best as part of a broader exhibition offering. Strong brands, innovative products, expert advice and genuine opportunities to connect with the angling community remain fundamental to a successful event.

Beyond their commercial value, influencers can make a meaningful contribution to the future of recreational fishing.

By sharing knowledge, introducing different techniques and showcasing a diverse range of anglers and fishing experiences, they can make the sport more inclusive and help anglers learn from one another. Their content can challenge outdated perceptions of fishing and demonstrate that the sport offers something for people of different ages, backgrounds and experience levels.

There is also a responsibility attached to this influence. Accurate information, responsible communication, respect for fish welfare and consideration for the environment are essential if digital content is to make a positive contribution to the sport.

Ultimately, the value of influencers lies in their ability to connect people with fishing, products and one another.

Social media may inspire someone to pick up a rod for the first time, while a trusted product recommendation may help an experienced angler discover their next piece of equipment. A visit to a tackle show, meanwhile, can turn that digital interest into a personal experience and a stronger connection with the wider angling community.

For the fishing tackle trade, the message is clear: influencers are no longer operating on the sidelines. They have become an increasingly important link between brands and consumers, helping shape how products are discovered, how the sport is experienced and how the next generation of anglers engages with fishing.

As the industry continues to evolve, the strongest partnerships will be those that combine the reach of digital platforms with the credibility of trusted voices and the lasting value of real-world angling experiences.