We’re excited to introduce you to the always interesting and insightful Shaavir Noorani. We hope you’ll enjoy our conversation with Shaavir below.

Hi Shaavir, thanks for joining us today. Let’s talk about social media – do you manage your own or do you have someone or a company that handles it for you? Why did you make the choice you did?

I manage my own social media and have learned exactly how to engage with my niche audience, which has been instrumental in growing my page and the businesses I’ve launched from it. This experience led me to start a social media marketing agency and a perfume brand called Aura Fragrance. My growth came from focusing on my vision and tuning out external noise. The key is understanding your purpose and making your content relatable so that your audience feels connected and engages with your posts.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Hi, I’m Shaavir Noorani. My journey as a social media creator and entrepreneur kicked off during the COVID pandemic. Like so many others stuck at home, I was just looking for something to do, so I started making funny, relatable videos about relationships from my bedroom at 23. It was just a hobby at first, but as I kept going, I found myself diving deeper into lifestyle content, covering everything from men’s grooming to self-care, while keeping up with the latest trends.

Before I knew it, things started to shift. What began as a fun side project was suddenly bringing in passive income, and that’s when I realized this could be more than just a creative outlet—it could actually be a career. So, I leaned in even harder, staying consistent and focusing on educating young men about self-improvement. The more I posted, the more my audience grew. By 2023, things really took off. I was getting invited to brand trips and even got the chance to sit down with Instagram’s Reels team. With all this momentum, I decided to launch two businesses: a beard care line and a fragrance brand called Aura Fragrance.

Now, I’m taking everything I’ve learned and pouring it into my next chapter: running a social media agency aimed at helping small businesses grow. After years of building an audience and mastering content, I’m excited to help other entrepreneurs tap into the same strategies to boost their visibility and sales.

But for me, this is about more than business—it’s about giving back. I want to uplift the South Asian community and show others that you don’t need to wait for the perfect time to create something meaningful. You just have to start, believe in what you’re doing, and keep pushing forward. If I can do it, so can anyone else. It’s all about taking that first step.

Let’s talk about resilience next – do you have a story you can share with us?

When I first launched my beard care company, I quickly realized that sales were slow, and the product wasn’t receiving the attention I had hoped for. Although the videos promoting the brand were generating high views, the audience seemed more interested in the content’s entertainment value rather than the product itself. It became clear that captivating storytelling alone wasn’t enough to drive conversions.

Over time, I identified the missing link—connecting with a specific audience that genuinely aligned with the product. By refining my messaging and targeting the right demographic, I was able to bridge that gap. This shift not only boosted sales but also improved overall productivity, proving that the key to success lies in aligning content with the right audience.

Can you talk to us about your experience with buying businesses?

In 2021, while pursuing a social media career, I also found myself helping with my family’s gas station business. The transition wasn’t easy—my previous experience in corporate work didn’t directly translate to the challenges of this new industry. Working long shifts in an unfamiliar field was humbling, but I stayed committed. I didn’t let the steep learning curve discourage me, and through persistence, I gained invaluable knowledge and hands-on experience. This journey taught me resilience, adaptability, and the importance of embracing every opportunity to grow, no matter how different it might seem from your original path.

Contact Info:

• Instagram: shaavir6