In second language writing, while much research has focused on teachers’ act of feedback per se, scant attention has been paid to how they attempt to bring innovation to their feedback practices and how they cope with the contextual challenges arising from the innovation. This study seeks to explore two teachers’ perspectives on their own attempts at innovative feedback approaches in their writing classrooms. Drawing on data gathered from individual teacher interviews and their personal reflections, the results of the study show that their engagement in feedback innovation served as a significant source of their continuing professional development. While they encountered some challenges during the innovation, they also exercised their professional agency to address these challenges and reaped benefits from their innovative attempts. The paper concludes with some implications for feedback innovation in EFL contexts and how teachers can be supported in their continuing efforts to develop effective feedback approaches in writing.