Dear community, I have a quick question. In the course of reshaping our product (a gamified app for well-being) we also switched the language from English to German. The main reason for this is that we would like to start small instead of international. I would like to get your opinion on the marketing side: Would you also change all the marketing channels to be in the same language of the app (German). It would apply to our website and our social media channels (facebook, Instagram, TikTok and YouTube). Or would you rather keep everything in English for a later international attempt?

You would like to target Germans only? Do you assume that your target group will not understand English content? I feel having dual language for website will not be much effort. For the other social media channels, you can release content in mixed language and then analyze which ones are getting more tractions. Also you can take feedback from your users like what convinced them to use your app? Did Language played a major role in that decision? Best Wishes!

Yes, language plays one of the biggest roles because it is the most time consuming factor. Our product are poetic texts that need a long time to write and good people who can correct them. It also needs a native audience and testers who speak English natively. -> Here, in Germany it is out of reach for us. This is why we need to start small. German people will have problems understanding those texts. The level of English here in Germany is often overrated. Germans don’t speak English very well. We tried English social media content for 2 years and the only traction we got (with no budget) was Germany only! All our effort to reach out internationally were somehow futile.

ok, If the content is specific to poetic text, then I don't think the translation to other language would keep it as poetic as in the initial language. In that case, I will just keep it on one language for all the channels. Best Wishes!

Other people suggested to have the website in both languages. So we will! Thanks for your advice!