An Interview with the Brownells Social Media Guy
Introduction
Ladies and gentlemen of the GOAT GANG, strap in—we’ve got a certified legend in the house. It all started one random morning while I’m doom-scrolling X, and BAM: @Brownells hits my feed with the Social Media Guy standing in front of a whiteboard like a mad scientist, daring the entire timeline to confess their Eggnog sins so he can add their profile pics into the eternal Nog Ledger. Me? I’ve got like a couple hundred followers and a day job writing for the brand with Rebel, but I still slid into the comments like a true degenerate. Next thing I know, my goofy mug is up there with hundreds of others, immortalized in the great NogWars of 2025. Absolute comedic genius.
Fast-forward a hot minute and we’re hit with a gut-wrenching cinematic masterpiece: this man solemnly packing his desk, cardboard box in hand, looking like he just got excommunicated from the church of Brownells for crimes against creamy holiday beverages. The timeline collectively lost its mind. The next day, the official account drops the obituary: he’s gone. Canceled for the Noggery.
But hold up—the 2A community doesn’t play that. Pro-Noggers, Anti-Noggers, fence-sitters, keyboard commandos, even the lurkers—everybody stormed the digital barricades, pitchforks and torches in hand, demanding the return of our fallen king. And wouldn’t you know it? Twenty-four hours later, Brownells drops the resurrection video: our boy striding back in like a badass ready to run the timeline again.
And today? He’s graciously agreed to answer some questions for yours truly. From his meteoric rise to Brownells’ social media throne, to the Nog-fueled exile and triumphant return, he breaks it all down: the industry pulse, the 85-year legacy, social media management, the sacred art of gunsmithing, and why MAGNA-TIP bits are the unsung heroes every builder needs in their toolbox.
The Noggers aren't gonna like this one.
To start, could you tell us a little bit about the man behind Brownell’s social media—how’d you get here?
Started with Brownells as one of our Gun Techs, which is a fantastic free service we provide here. Got a question? Need to find a part? Doesn’t matter who carries it, we’ll get you an answer. Learned a lot about our brand and the history there and fell in love. Started pitching ideas on what would be cool to do a video on etc. as soon as I walked in the door, and one day they asked me to manage the social platforms.
Can you walk us through the inspiration behind the eggnog controversy that blew up on X—was it spontaneous, or part of a broader plan?
On the topic of EggNog, Charlie Coks called me one night out of the blue and asked what our stance was. Did some research into the damage this “liquid” has done to many a patriot.
And without consulting anybody in the organization I made the right decision for our country, and the world. Never Nog Once.
Reflecting the viral moments of your dismissal and triumphant return, what was the most surprising reaction you’ve seen?
Over 700 people personally had my back—voicing their outrage over my dismissal and cheering as I returned to my rightful place behind a phone screen. I am a Veteran, a husband and father of two. But this was the greatest moment of my life, and I am deeply honored.
Beyond the recent hilarity, what’s your overall philosophy for running social media in the firearms industry?
We all win together. How do we promote unity in this industry? How do we lift each other up? And how do I sell more MAGNA-TIP bits? Also, I’m just like a lot of our followers, so, I try to make content that I would want to see.
Brownells has been around since 1939—how do you balance honoring that legacy with creating fresh and relatable content that appeals to the newer generations of firearm enthusiasts?
Good question. And I don’t really have an answer right now, but we’re just getting started. I do think Brownells might be widely seen as a brand that’s just for the older generation, and it isn’t. So, my mission is to fix that. Our core values are just as relevant to the new customer as they are to the old.
What’s one of the biggest challenges you’ve faced in promoting gunsmithing tools and parts on social media, and how have you overcome it?
Gunsmithing is incredibly important to the American way of life. And the times have changed drastically as far as who is capable of doing what. We try to shed light on what you can do yourself as well as highlight the masterworks that talented craftsmen can create. Ultimately, if we show you the finished product it will inspire you to either do the same thing or create something that is all your own. Once you try to tackle that dream project, no matter the complexity, we’ll be here to help you finish it.
Are there any particular trends in the firearm industry/2A community that informs how you run Brownell’s social media?
This industry has the single greatest pool of dreamers and creative minds, both in their capacity to build, and their ability to create amazing, artistic, or funny content. I watch the same people you do and they inspire me everyday. What makes it interesting is that there are many different sub-genres of firearm enthusiasts and builders. Retro guys, cloners, gamers, movie fanatics, funny builders, truly original designers, memers, competitive shooters, Veterans, preppers, people that love the classics, hunters, 3D printers—you name it. And we watch all of them very closely because we can help all of them finish their projects.
Moving away from socials, what’s your personal favorite Brownells product that you’ve featured or used, and why does it deserve more attention from shooters and builders?
Honestly, it’s funny now because I brought them up before. But our MAGNA-TIP bits are truly a must-have if you like to put guns together and take them apart. Especially if you’re dealing with slotted screws. I’m gonna stand on my soap box for a second here, but they aren’t normal bits. They are extremely durable and work SO MUCH better than just that old flat head you have laying around. Take it from me, there is nothing worse than buggering up a screw to the point you can’t torque it down anymore. And around here if you want to show off a build, first thing we look at are the screws.
For the brøthers, what is your God’s honest opinion of M81 Woodland camo?
I am a Marine Veteran, and I absolutely idolize the dudes in MARSOC. Peak drip, it was them in M81. It is my absolute favorite camo on this planet. And ACU makes me sick to my stomach. I also despise multicam, if you were wondering.
Lastly, imagine a scenario where Rebels Raiders has, thus far, avoided the Nog War trenches. Can you give me your best anti-nogger recruitment speech?
It’s not about the NOG brøthers. Who gives a rip about what I like to drink. Christmas time is so special to me, and Christmas is about dropping your weapons and sharing in the peace on Earth it can provide when you let it into your heart. The world is a crazy and messed up place right now. The last thing we need is to be arguing within the ranks of the 2A. What brings people together? A common ENEMY. Do you have what it takes to give up what you love, and lie to the world, and let the world hate you, so that they will love each other? Can you give them something to hate together? Even if it’s you?
Conclusion
There you have it, GOAT GANG—the man, the myth, the legend who made some hilarious content in the NogWars and lived to meme another day. In all seriousness, the Eggnog debate over on X has been—as I am sure it will continue to be—a funny and lighthearted experience for everyone involved. I'm really not even sure how Eggnog became a viral sensation on X in the first place, but I know as soon as the leaves start falling posts from both sides start rolling in. Perhaps I'll cover the social media sensation's origins.
In any case, Brownells isn’t just a catalog; it’s a movement, and this man is steering it straight into the future—one viral post, one perfect torque, one Never-Nog oath at a time. Make sure you head over to their website to satisfy all your firearm needs. Christmas is just around the corner, after all, and you don't want to be that guy or gal who didn't have the foresight to order before all the holiday madness begins. Stay frosty, stay building, and remember to expect your recently purchased RÈBELs RÄÎDÈRs gear to ship out in December. Make sure you tag me and Rebel on social media once you get it. We love seeing people who love our gear just as much as we do. Beyond, punch your email into our website so you can get an email notification each time I drop a new blog.
All photos courtesy of the Brownells Social Media Guy. No goats were harmed in the making of this blog. However, a bucket of Nog absolutely was harmed in the making of this blog.