The Process Is the Product: Why This Couple’s Videos Took Off
On a recent episode of The Video Lab Show, I sat down with Nate and Anna (a.k.a. the Boscaljon “video content super couple”)—a woodworking duo who’ve built a seriously impressive Instagram presence by documenting life in their shop. They’re sitting around 106,000 followers, and one of their reels blew past 100 million views.
What’s funny? That mega-viral video wasn’t some perfectly planned masterpiece. It was the opposite. They posted it because they didn’t have anything else ready—and it took off anyway. That moment shaped how they think about content today: less overthinking, more posting.
The Big Surprise: “Process” Beats the Finished Product
If you’re a maker, business owner, or creative, this part matters: Nate and Anna have learned (the hard way) that the finished product usually isn’t what gets the most engagement.
People love the process.
A table saw cut. A glue-up. A chisel moment. Sanding. Oil going on. Those clips consistently outperform the slow, cinematic “here it is in the room” reveal—even when the reveal feels more satisfying to the creators.
They even joked that some of the content starts drifting into ASMR territory. Turns out, audiences love the oddly satisfying, hands-on details.
Their Content System: No System (And That’s the System)
They don’t batch content. They don’t plan content days. They don’t storyboard. Their workflow is basically: “Whatever we’re doing today, we film it.”
If something is happening that they know performs well (hello again, table saw), they’ll signal each other, grab the phones, and record. That’s it.
And honestly, that’s a great reminder for anyone stuck in perfectionism: consistency doesn’t require complexity.
Does Viral Mean Sales? Not Always.
This was one of the most honest parts of the conversation: they don’t see a strong direct line between viral views and new customers.
They get inquiries, but many of their paying clients still come from referrals or people finding them through other channels. The content creates awareness, credibility, and momentum—but it doesn’t automatically convert into sales.
However, where the audience does create tangible value is in tool-related attention. When they feature a machine or interesting process, the comments flood in with questions—which opens doors to brand partnerships.
Brand Deals, Free Gear, and Why “Creative Freedom” Wins
They’ve received a surprising amount of product—from clamps and glue to major equipment worth thousands—through partnerships. Their favorite brands? The ones that don’t make it weird.
If a brand says, “We trust you—do your thing,” they love working with them. When a brand comes with strict requirements and heavy contracts, it’s less fun.
They also talked about affiliate income, especially when the product is a bigger-ticket item (like a laser machine). That’s one reason YouTube is appealing long-term: it’s a stronger “container” for searchable content and links.
Their Gear List: Two iPhones and a Couple Stands
No fancy setup here: they shoot almost everything on iPhones, with simple mounts and small plug-in mics. Sometimes they literally prop a phone on a piece of wood and hope it works.
Proof that the best camera is the one you’ll actually use.
The Takeaway
Nate and Anna’s story is a good reminder: you don’t need to do more to get momentum. You often need to do less—less perfection, less overproduction, less waiting—then hit publish and learn from what people respond to.
