Packing is easy to learn and difficult to master. With a standard bowl you need to make sure there’s enough airflow in your bowl to generate good smoke and flavor but not so much that your bowl only lasts a few minutes. Try fluffing the tobacco up in your fingers, dropping it in the bowl, and then lightly spreading it across the bowl to the top lip. With enough tries you’ll get a bowl that smokes great and lasts an hour and a half.