Should I try to create innovative new types of content for social media?

No—stop trying to reinvent the wheel. Follow the 70-30 framework: 70% proven strategies that already work, 20% making them better, and 10% new. Betting on completely new consumer behavior is risky and arrogant. All new fails. Instead, use proven patterns and formats that already generate engagement in other communities and adapt them to your art. The wheel works—just do the wheel. Focus on executing proven strategies well rather than trying to innovate from scratch.

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Asked by artists seeking content innovation · Answered by Patrick Shanahan · art-marketing-podcast · 2026-03-12