I'm sharing my research about branding in multiple languages
https://horosin.com/personal-brand-in-multiple-languages-strategies
I'm a non-native English speaker. I create for an international audience but I've always felt like I'm wasting my local contacts and opportunities. Here's my research about multi-language branding.
Very interesting analysis! I think it is important to be consistent with the path you choose and once the strategy is set, stick to it. The language has to be in line with the target audience and the market you are targeting. Sometimes I see small brands that want to target an international audience and change all the content to English, but I think that to launch internationally you have to study well the market where to launch. Sometimes when we generalize we don't end up targeting anyone.
I agree, it's better to be a ruler of a niche than a small fish in the large ocean.
This applies even to writing. Your content in language other than English will most likely be more unique.
I'm running an experiment by running my startup's socials in my native language (Polish) with my assistant. It's going well but there's already some confusion when I like stuff on linkedin. Foreign friends approach me and said they couldn't read more about what I'm doing! First month review is coming, I'm going to write about it as well.