Most internet users prefer to access content that can be translated into their native language. Aside from that, globalization is booming. As a result, there has been an increase in the integration of culture, companies and people, making translation even more critical.
However, translation nowadays is more than just converting one language to another. In fact, contemporary trends have emerged to solve specifics of translation demand. Here are the most prevalent translation trends in 2020:
Trend #1: Mandarin Translation
The expanding economy of China has increased the demand for translation from and to Mandarin. Today, it is considered one of the fastest-growing economies globally, with an average GDP of 9.5%, just in 2019. China is also now considered to be the country with the most extensive rights.
If a company chooses not to deal with China due to a linguistic barrier, they will be left behind by their competitors, which is why Mandarin translation is important and popular. Having the right Mandarin translator and interpreter for doing business helps companies navigate the linguistic and cultural barriers and create better business relationships.
There are plenty of debates about whether Mandarin translation will remain a trend or not since there are visible signs of a volatile relationship developing between the US and China. However, the fact that China remains a major business hub despite US economic sanctions is proof that the Mandarin translation trend is here to stay. Furthermore, China does not only engage in business with the US but with other major economies also. Many persons are still trying to immigrate to other countries from China, and therefore, there are increasing demands for Chinese to English translation. Yet, there are some declines to the English to Chinese translation pair.
Trend #2: Video Translation
The most prevalent type of content found on the internet is video. In fact, it comprises ⅓ of all online content. It is foreseen that in 2021, the rate of video streaming and download per minute will be around 1 million. At the rate people are going, video consumption will increase exponentially, thereby making video translation a leading trend in the translation industry.
Video translations are typically more complex than plain text translation. This is because they require translators and also video and audio experts to sync the message with the scene within the video.
There are two major types of video translation: dubbing and subtitles. Subtitle video translation is the subscript that you find in the lower portion of the screen. It does not require a whole lot of effort, but does plenty in conveying the message of the video to the translated language.
However, few consumers like reading small text; hence, dubbing video translation has also become popular. Unlike subtitles, no text will be added to the video, but instead, there will be a voice-over from the original language to the translated language.
Both subtitles and dubbing are great for localizing content. As it is, videos are already an effective marketing tool. Making them more fitted to their audience will increase their effectiveness.
Video translation is essential because it has a significant impact on multiple industries. It will change how viewers expect and use videos from social media platforms. It will also enable video content to reach a larger audience, which can increase a company’s search engine rankings.
With the massive internet consumption of video content across the world, video translation will remain to be a trend in following years.
Trend #3: Artificial Intelligence Translation
Unlike Mandarin translation, artificial intelligence (AI) translation is a new emergence to the industry as only recent technologies have made this possible. Despite this, it is increasingly reshaping the landscape of the translation industry.
AI translation uses digital tools to translate spoken or written language. One of the most common examples of AI translators is Google Translate. It is estimated that in the next few years the use of AI translation for business and personal use will increase heavily.
However, there will be a long transition period before companies can fully utilize AI translation, since current AI’s are not fully developed. Most of them only translate on a word-to-word basis, which creates awkward translation. They are yet to carry the ability to translate the context of messages.
AI translation is now gaining a lot of attention, so research and further improvement are ongoing. When it is perfected, it will greatly impact the translation industry by making translation services faster and more accessible.
Trend #4: Content Strategy Localization
Nowadays, many more companies are recognizing the importance of engaging target audiences outside their native language. Due to this, content strategy localization is becoming a prevalent trend.
According to statistics, localized content increases engagement up to 6 times more than single language content. It also provides marketers with a 49% higher ROI, makes gathering quality leads easier and provides higher conversion.
Aside from that, plenty of marketing strategies are considered failures without localizing content since it provides the following benefits:
- Added value against the competitors
Since there are still other businesses that do not invest in localized content, you already have an edge in international marketing, making your products and services more desirable.
- The marketing message is more transparent
Consumers are always on the hunt for convenience, and typically, it is what wins their purchase the most. An easy-to-understand marketing message through localized content is thought to be more convenient by consumers.
- Retention of audience interest
Most foreign consumers only purchase products from companies that offer localized content because it improves the trust between the customer and the brand.
Trend #5: Voice Search
In many mobile devices, voice search has been a popular feature. As a result, voice search translation demand has also increased. This is not a surprise, especially as Siri, Google’s Home Assistant and Alexa are becoming more popular.
From the perspective of the companies, investing in voice search translation is a promising idea because it allows them to tap into a larger demographic by breaking through language barriers. It also helps them rank better on search engines.
What does this mean for the translation industry?
As you may have noticed, the trends in translation reveal a high demand for this type of industry. Now, thanks to globalization and more frequent internet usage, this demand is not expected to slow down anytime soon.
Substantial changes are on their way to the translation industry, especially with the integration of AI translators. While the bugs of AI software are being sorted through, translation professionals can rest assured with their job security intact; their expertise is still in high demand.
If you are a business owner or a professional in the translation industry, the trends list above can assess your current condition. Indeed, globalization is helping make this industry more essential for business, marketing and advertising purposes.
If you’re in need of any translation work, Translation Boulevard is your trusted friend. We are a professional translation service that offers translation in various languages.