TITANS of CNC are in a league of their own. There’s no other business or individual that comes close to their marketing success in the machining world.
| 978k YouTube subscribers |
8.6M likes on TikTok |
3,281 Instagram posts |
Just look at the stats. It won’t be long until they reach 1 million YouTube subscribers, which is totally unheard of in the machining/manufacturing sector.
So how did they do it? Why are TITANS of CNC built different?
TITANS of CNC are led by Titan Gilroy - a man with a troubled youth who turned to boxing, and then eventually CNC machining. It doesn’t take long to see that TITANS are led by a visionary figure, someone who, in their own words, ‘discovered a newfound purpose that would redefine his trajectory’.
Authorship is key to successful content
TITAN’s content reminds me very much of another successful trade influencer from the UK: Simon Bowler.
With both examples, we can see a real focus on the individual, and their vision of what content should look like.
People like people after all, not companies.
Both TITANS and Simon Bowler have seen unprecedented success with their audience because they’ve built a brand and a style of content that people like to watch. It's personal!
TITANS take vision to the next level
Content marketing for TITANS isn’t just about sales, awareness, and follower growth.
They have a deeper purpose to their content that underpins their journey: education.
“TITANS of CNC has evolved into a multifaceted organization offering comprehensive resources for machinists, engineers, and enthusiasts.”
What do the people want?
Free educational resources, fun videos on YouTube, and lighthearted clips on socials.
TITANS of CNC give the people what they want!
In this way, TITANS subscribe to the They Ask, You Answer school of thought around content marketing. Don’t focus too much on your products or services; instead, create what people want to see, and they’ll stick around.
On the subject of what people want, people want video!
TITANS of CNC jumped on this trend early and built a dedicated audience. They prioritised video in an industry known for stuffy and dense written content.
Modern audiences prioritise watching over reading wherever possible. We do recognise the irony with this being a blog and all…
So what makes TITANS of CNC’s video so successful?
Video content is great, but audiences are turning away from overly-produced, corporate content that looks like it was designed by a committee.
Modern viewers prefer more authentic, natural content without too much flash.
Take a look at this video from TITANS to see what we mean:
The top comment says it all really. It’s a ‘nice change of pace’.
What does that mean?
They watch too many manufacturing videos laden with stock music, scripted monologues, and sales information? Probably.
This content reminds me of Chris Harris, a UK-based automotive journalist. After a stint on TV and Top Gear, he’s returned to YouTube with raw content that is a MASSIVE hit with fans.
Over half a million views in 7 days on a video probably filmed on an iPhone. No script. Just authentic human content.
I’d wager too, that these channels have a similar audience demographic. It’s pretty clear then, what our audience wants to see.
How much does your YouTube content differ from your TikTok content? A little? Not at all?
Different platforms cater to different audiences and viewing preferences. This video above is 10 minutes of raw machining footage - perfect for YouTube where people want a more in-depth experience.
Now take a look at these TikTok clips:
Notice the difference?
Education has been deprioritised in favour of entertainment, humour, and conciseness. It’s an important lesson for the industry.
When your business makes content, is its aim solely to sell products and communicate brand image?
This is typical in the B2B space, and especially in manufacturing, where content takes on a ‘We’re the best’ energy.
But what if your content was just, fun and easy to watch?
Take a look at these popular videos from TITANS’ YouTube. What do you notice?
A little clickbait, i.e. ‘Is Jade Hard Enough to Machine Metal’, mixed in with some actual tips and tricks, i.e. ‘Tools Keep Breaking on Night Shift…’.
It’s all masterfully watchable content. It’s interesting for a huge range of people, not just machinists. And it’s about human experience, processes, and challenges, not how great TITANS of CNC are.
TITANS of CNC have cracked the code on manufacturing marketing. By focusing on education, authenticity, and high-energy content, they’ve built a brand that’s as influential as it is inspiring.
Their success isn’t about luck. It’s about a clear vision, relentless consistency, and a deep understanding of their audience. They teach instead of advertise, and entertain while they educate, and encourage a thriving community of engaged machinists and engineers.
For manufacturing brands looking to replicate their success, the lesson is clear: be real, be valuable, and be where your audience is. Content marketing isn’t about pushing products - it’s about giving people what they want to see, learn, and share. TITANS of CNC have shown us exactly how it’s done.
So, what’s stopping you?