I am a Yoga teacher based in South Germany / Switzerland and am getting more serious about content marketing. I recently started a Youtube channel which is what I want to focus on going forward.
One question I have been wrestling with for some time is whether I should go with English or German with my videos and I was hoping to get some feedback on this forum! :-)
Some information that might be relevant:
My product: Live Yoga courses, mostly over 2 days in weekend format in South Germany and Switzerland.
My target group: People between 30-45 years, educated and good income living in South Germany and Switzerland. I am charging premium prices. Since I have been trained in a very traditional style of Yoga in India (where I spent 3 years) many of my past clients have immigrant background from India. These are Indians who moved to Switzerland and Germany, mostly working in the finance and technology sectors. But I want to reach more into the mainstream, i.e. reach more Germans and Swiss people too.
So all people in my main target group do speak English, but the question is whether creating the content in German would still be better since it would be the native language of the majority of my target audience?
A few pros and cons that I see at the moment:
P1: Building a worldwide audience (possibly important if I would come up with an online information product at some point going forward)
P2: Most of my current followers are non Germans (since I spent many years abroad), switching to German would mean I would have to almost completely start at 0 and lose all of current followers (though many of them anyway live abroad and hence are not able to attend my courses)
P3: Both Switzerland and Germany become more and more "international". So English becomes more common. In many of the large companies a lot of the communication is now taking place in English.
P4: It will be easier and cheaper to outsource some work like video editing, transcription, etc. for English content than German content. This would allow me to scale up faster at the beginning.
C1: Not the native language of large portion of target audience. Even though understanding is not an issue...
C2: ...possibly disadvantage for SEO? and
C3: ...possibly less impactful communication because it is not native language for them and therefor creates some kind of emotional distance?
C4: More crowded competition in English speaking world
Going forward I am planning to have my videos transcribed and converted into blog posts both in German and in English and also offer a bilingual website. So the question is really specifically about my Youtube videos.
I would appreciate any feedback on this!!