Instead of brainstorming subjectively and then seeking data to support a favorite idea, start with audience insights. Analyzing what content people already engage with defines the creative sandbox, leading to more effective campaigns from the outset and avoiding resource-draining failures.
A planned 10-part series was immediately cancelled after the first two posts severely underperformed. This demonstrates the discipline to act decisively on early performance data and avoid the sunk cost fallacy, saving weeks of wasted effort on a campaign the audience has already rejected.
A quirky 'French Lessons with a DJ' campaign failed on Facebook a decade ago, but the hosts noted it would likely succeed on TikTok with a Gen Z audience today. This reframes failure, suggesting an idea's success is highly dependent on the context of platform, audience, and cultural timing, not just the creative concept.