Karim Jovian is a New York-based interviewer, actor and filmmaker with over 2.3M followers on his Facebook Page. He is known for his social experiments and unique street interviews. Committed to engaging directly with fans and testing out various formats, Karim’s approach has helped build a loyal following and a thriving community.
The creator chatted with us about his strategy for success, and his plans for the future.
Facebook: What has it been like creating on Facebook?
Karim Jovian: I started making videos in 2009. I’d post them to other platforms and share the links on Facebook, because they would do so well. Then when Facebook allowed sharing native videos I started posting on there as well and saw a lot of traction almost immediately. From there, I started creating more exclusive content.
How would you describe your strategy on Facebook?
On Facebook, I’m very experimental, I think Facebook rewards experimentation, especially in the types of formats you can post. I started trying square videos which fit mobile phones better, and just seemed to perform better. More recently, I’ve been experimenting with creating 9:16 portrait mode videos [i.e. Reels] which are getting really popular.
I also have a predictable schedule that my audience knows: Every Friday I post a new long-form video, with new short-form videos near daily.
It seems like connecting with your audience, and engaging with them through comments, is a key part of your strategy. Why is that important to you?
It’s very important to take the time to stay connected with the people who comment on my content. I try to respond to as many comments as I can. Especially if someone has a Top Fan badge, it lets me know they are extremely engaged.
A really good feature I like on Facebook is that it lets you know if you’re getting more distribution based on your quality content and engagement– it basically rewards me for engaging in meaningful ways.
What tools on Facebook have helped you find success?
I use the scheduling feature in Reels a lot, as well as hashtags, and make sure to try any new tools that get released on an ongoing basis. I also use Creator Studio Meta Business Suite to check my insights to see which videos are doing well, and which ones need some more love.
If a video is not performing as expected, I will often take it down, make some tweaks, and re-upload it at a better time. On Facebook, there is also a great long tail where older videos can resurface and start garnering views all of the sudden.
Not too long ago I released a video in widescreen [16:9], it did okay but I decided to switch it up and make it mobile-friendly. So I re-edited it as a square [1080x1080] and uploaded it in the morning. Over the weekend, it became the most viral video I have.
Where do Reels fit into your overall strategy?
I’ve been leaning into more short-form and Reels. A lot is shifting toward that shorter and more mobile friendly content, and it shows immediately–the engagement and growth I saw when I started focusing on Reels was amazing. Some of the monetization that is available for Reels, like Ads on Facebook Reels or Stars, has also made it a really sustainable format.
What tips would you give to aspiring creators?
Just try it, don’t wait. Especially when it comes to Reels. Facebook is more sustainable than other platforms because of the revenue options. Now it’s one of my main platforms, just because I gave it a shot. If you start, that’s half the battle.
Also: post quality content, make sure you don’t have any logos [watermarks] from other platforms, post directly to Facebook and have fun with it–be true to yourself and let expectations go.
What is your vision for the future?
I’ve been a content creator for so many years and I’d love to keep creating content. I feel like it’s so important for me as an artist. I look forward to continuing growing, especially on Facebook, I’m looking for it to become even more sustainable. My goal right now is to push Ads on Reels and keep leaning into Reels because they're really fun, they are straight to the point and have a nice cycle to them that can introduce my audience to all my other content as well.
In the eventual future, I’m really hoping to have my own show.
Just try it, don’t wait. Especially when it comes to Reels. Facebook is more sustainable than other platforms because of the revenue options.
