At first glance, the term “translation trend” may sound strange. However, there are indeed some trends in the translation market also. Since the beginning of the COVID-19 pandemic, the whole world has been living on the Internet. As the pandemic has worsened, new ways of working have emerged, driven by adaptive technologies and smooth processes. This has also accelerated corporate strategies and services, including customer service, supplier management and teamwork. It has also highlighted the importance of short, clear communication in today’s interconnected society. As a result, the value of translation has increased for businesses looking to expand their reach. In this article, we look ahead to 2023 and present some of the trends we can expect to see in the translation industry.
1. Translation trend: The growing importance of machine translation and editing
The first observable translation trend is the increasing use of machine translation in the translation industry, a trend that will continue beyond 2023. As the post-editing fees and timeframes for machine translation can be significantly lower than hiring a linguist from the outset, it is understandable that businesses are interested in faster turnaround times and the possibility of reducing costs.
What exactly is post-editing in machine translation?
Speaking bluntly, machine translation is when text is fed into a machine translation tool and the result is produced by an engine. Accuracy levels vary between 60% and 90% depending upon the circumstances. Therefore, this text is sent to a translator or translation agency for post-editing. The translator or translation service then compares any discrepancies with the source document and “polishes” the work to a professional standard.
It is no longer just a translation trend, but a market demand that businesses now need streamlined, error-free communication across all the languages spoken within their ranks. The machine translation market was worth $550.5 million in 2019 and is expected to grow even higher in 2023 when combined with professional editing of translated texts.
When the results of a machine translation tool are reviewed (and possibly edited), this process is called Machine Translation Post Editing (MTPE). It is executed by a qualified translator or translation service to guarantee accurate results.
2. Modern translation trend: transcreation and translation allow more brands to reach international consumers
Customisation for individual users has been a growing trend in many sectors for some time. This is also a translation trend. This concept has several forms in the translation industry, one of which is transcreation (a word formed by combining the words “translation” and “creation”). Companies can also extend their reach to new demographics by using transcreation and translation to tailor their content to international consumption. They can also help businesses adapt their products and services to appeal to customers in the new culture.
So what exactly is rebranding when it comes to translation?
The term ‘transcreation’, which is somewhere between the two disciplines of translation and copywriting, is the most commonly used tool to describe the translation of marketing materials. A translator’s job is to take the original message of a company’s advertising and deliver it to a new target market. As a result, they can modify everything from individual words to entire passages of text. The only thing to take seriously is the original intention of the author.
The demand for transcreation and translation services will continue to grow and this translation trend will continue as long as consumers are looking for unique, personalized offers. Thanks to advances in logistics and technology, businesses can now target customers all over the world. Those who do best are those who seek to engage with them in a way that respects their diversity.
3. Translation trend in learning: the explosion of online learning environments
It is obvious that e-learning websites existed before COVID-19. But the pandemic has taken online learning to new heights of popularity. Any form of formal education or training or the process of orienting a new employee falls into this category. One of the greatest strengths of e-learning platforms is their universal accessibility.
With the growing popularity of online education, it is essential that such sites offer users the best possible experience while consuming information. This is the reason for online education has rapidly become popular among translators.
Video interpretation and subtitling services
Forbes reports that the market for online education services could be worth $325 billion by 2025. This will significantly increase the opportunity for businesses to target specific demographics with relevant material. Video captioning and translation will undoubtedly play an important role in this.
These days, it is not uncommon to find an English-only option when searching for an online course. This immediately reduces the number of people who might be interested in what they have to offer. The market has never been more open to companies willing to invest in video translation services. Consequently, the demand for video translators and captioners has increased since 2021 and this trend in the translation industry is expected to continue in 2023.
4. Professional translation trend: The ever-increasing demand for language services
U.S. News & World Report has ranked interpreters and translators at the top of its list of the best creative and media jobs of 2020. Not surprisingly. According to the US Bureau of Labor Statistics, employment of interpreters and translators is expected to grow by 20% between 2019 and 2029. This is a very rapid increase compared to the average for all jobs.
Visual representation in medical translation
The COVID-19 epidemic has led to a significant increase in demand for medical translation services from surgeons. Similarly, the use of video remote interpreting (VRI) technology is improving the value of language interpreting services. This technology bridges the gap between telephone interpreting and face-to-face interpreting.
The benefits include:
- The use of background information and non-verbal clues.
- Expressing agreement with your own expressions.
- Less awkward silences for those involved.
- Instant access, whenever you need it.
- Cost-effective.
As more and more of our regular routines, including work, education, and even medical appointments, are shifting to remote environments, VRI can play a big role here. The future of translation technology is only now really beginning to take shape. Looking ahead to 2023 and beyond, we can only speculate about its future potential.
5. Building multilingual SEO techniques
Companies that want to increase their global online reach are always looking for multilingual SEO specialists. Localised search engine optimisation (SEO) is an easier to manage and more affordable alternative to global SEO. “There’s already a lot in English, but not enough in other languages”, says Neil Patel, “despite the fact that the majority of people on this planet don’t understand English”. That being the case, it’s clear that a multilingual SEO approach can deliver excellent long-term results.
What is multilingual search engine optimization?
Multilingual search engine optimization (SEO) builds on information written or spoken in more than one language, such as a website, e-commerce or video content. Multilingual search engine optimization works to improve the organic search results of content in multiple languages.
- To optimise for multiple languages, you can do things like:
- Localization, keyword optimization, alternative text/metadata translation and other on-page SEO tactics.
- Multilingual link building, social media localization, overview translation, search engine optimization in specific regions, etc.
- Website analysis, localised content and other technical SEO aspects.
When looking for multilingual SEO services, it is important to remember to seek the help of expert SEO translators or a multilingual SEO agency. If you don’t do this, you may not get far.
Observations on the future of the translation industry
In 2023, we are considerably away from the shocks of the COVID-19 epidemic, but we shall remember the huge disaster that comes with great opportunities. This is the right moment to take advantage of the changes taking place in all sectors and realise the full potential of your business.
Polyglot Translations helps its clients build an international online profile. Our team of qualified translators and interpreters is committed to communicating your message and interpreting it. To find out more about how you can benefit from localisation, do not wait, but contact our professionals.
