Why Every New Zealand Brand Should Study Bait-Rigging Videos on YouTube
There’s a man on YouTube who goes by "TAS Angling". He films himself rigging saltwater fishing baits with painful precision. Think: needles through squid flesh, small wire traces curled into pretzels, hand-tied knots that look like textile art. The videos are quiet, weirdly soothing, and blessedly unfiltered. No cheesy music. No branding. Not a single call to action.
It might sound completely unrelated to your brand launch, customer lifecycle campaign or snack bar promo, but stay with me. In every 12-minute bait-rigging clip is a masterclass in sustained attention. This guy knows what it means to keep someone watching, not through flash but through craft. He understands that showing people what you’re doing – really showing them – is more compelling than telling them how brilliant you are. That’s a lesson marketers should revisit.
We spend too much time polishing things for platforms and not enough time creating things worth watching. The raw, tactile intensity of rigging a softbait for snapper tells a better brand story than yet another drone shot over Central Otago. Why? Because it shows process. People love process, especially when it’s skilled and slow. It’s what made 'chef reacts’ and ASMR salad-chopping a thing. Human attention is recalibrating. It wants substance again.
So before you brief in that six-second pre-roll or cram your value prop into a TikTok dance, maybe watch someone tie a uni knot while standing ankle-deep in kelp. There’s poetry in process. And oddly enough, that might be the next frontier of content marketing. Quiet work, done in focus, can be magnetic.
It might sound completely unrelated to your brand launch, customer lifecycle campaign or snack bar promo, but stay with me. In every 12-minute bait-rigging clip is a masterclass in sustained attention. This guy knows what it means to keep someone watching, not through flash but through craft. He understands that showing people what you’re doing – really showing them – is more compelling than telling them how brilliant you are. That’s a lesson marketers should revisit.
We spend too much time polishing things for platforms and not enough time creating things worth watching. The raw, tactile intensity of rigging a softbait for snapper tells a better brand story than yet another drone shot over Central Otago. Why? Because it shows process. People love process, especially when it’s skilled and slow. It’s what made 'chef reacts’ and ASMR salad-chopping a thing. Human attention is recalibrating. It wants substance again.
So before you brief in that six-second pre-roll or cram your value prop into a TikTok dance, maybe watch someone tie a uni knot while standing ankle-deep in kelp. There’s poetry in process. And oddly enough, that might be the next frontier of content marketing. Quiet work, done in focus, can be magnetic.