What types of marketing translation trends are becoming prominent in 2022? Here’s what to expect for the remainder of the year.
Content translation services have seen a massive increase in demand with much of this growth being linked to the internet, the pandemic, our own global expansion and uses of technology. The market worth of this industry has grown and is looking to grow further in 2022 as the pandemic has slowly started to stabilise and more people and places of business took their work and education online and have kept it there.
What has driven growth in the translation industry in 2022?
The biggest driver behind the growth of the translation industry has been the increased need for people to access information in different languages and cultures that then coincides with the growth of technology and our reliability on it. Technology has made it possible for people to communicate in meaningful ways across the globe in a variety of formats and languages which, became increasingly important during the pandemic. Language translation technology has also come a long way, making it faster and more accessible for people and businesses to get what they need.
While translation solutions come in many forms, depending on your business or need, these areas are some of the most noticeable upward trends of 2022 and are relevant aspects to consider if you’re looking to expand globally.
Multilingual customer support
If you have a platform that has been localized for customers, you’ll also need multilingual customer service support. As more people use their phones for everyday tasks, from emails to banking, these services must be provided and serviced in the customer’s language. The same goes for customer support. Today, 67 of consumers expect to be able to message or chat with a business when they need support. As this number is likely to continue to increase, businesses that want to continue to reach their customers globally need to consider multilingual customer support in their localization strategies. A marketing translation agency can provide support and resources in multiple languages to help fortify an existing localization strategy or start a new one.
Increased use of machine translation post-editing
Machine translation has become an essential part of the translation industry and is a trend that has continued upward for several years.
What is machine translation post-editing?
Machine translation is when you enter a section of text into an automated software translation tool and the machine converts it into the desired language. Google translate is the most recognisable machine translator that most of us use in our daily lives. However, the results of these machine translations alone vary drastically in terms of accuracy and are not sufficient enough to be used in business for a variety of reasons.
The post-editing portion comes after the machine translation in which a professional translator will go over the machine translation and compare it to the original text to get the most accurate translation. Machine translation post-editing is desirable for businesses and marketing translation as it offers a quick turnaround at a lower cost.
The machine translation market has been steadily increasing as a result and is anticipated to reach 230.67 million USD by 2026.
Increase use of eLearning platforms
The pandemic may have kept us at home the last few years but eLearning platforms kept us learning and connected. Forbes estimates that by 2025, the eLearning sector could be worth as much as $355 billion USD dollars. As the business and education sectors looked towards online learning tools and software to maintain a global reach, the videos, courses and quizzes also needed to be updated and translated for global audiences. This newfound flexibility offers benefits to businesses, educators and students as people can work and learn on their own time from the comfort of a home or café. eLearning and eLearning translation shows no signs of slowing and will continue to increase in demand as more and more people and businesses maintain a work/study from home approach.
Businesses using media localization
Two different types of media are trending right now, podcasts and videos. Podcasts are now being used for business, pleasure, and education and have seen a large rise in listeners especially considering they’ve only been around for two decades. It is estimated that there will be around 424.2 million podcast listeners worldwide in 2022 and that podcasts will be a $94.88 billion USD industry by 2028.
Videos are also an essential part of today’s media market. In 2019 alone, the average person’s video consumption was 84 minutes per day. Enter the pandemic and by 2021 that average was near 100 minutes per day. Now we’re in the beginning part of 2022 and video streaming and downloads are anticipated to account for 82 of the global internet traffic. A study done by Wyzowl found that 81% of businesses now create at least some video content. Point of fact, if you’re not using videos in your business marketing materials, you should be.
With the impressive rise of both video and podcast consumption, the need for their localization, such as audio transcription services, multilingual voice over services, or subtitling services becomes necessary for going global and is a trend that will continue well past 2022.
Subtitles have become a must
As previously mentioned, videos are currently making up for the majority of consumer internet traffic. To make business ads, videos, and video courses more accessible for everyone, subtitles have become essential.
Even outside of any language or subtitle translation, many of the videos people consume on social media are often viewed on mute, meaning that if a video doesn’t have subtitles it’s more likely to be skipped and scrolled past. Subtitles have become a required feature for views and impressions, even when the language hasn’t been changed.
Further, if you do require language translation for a video to reach new audiences, subtitling is generally more affordable than dubbing and is just as effective in reaching your target audiences.
Multilingual SEO strategies
By now, it’s obvious that the biggest trend is the translation and localization of businesses in general. This is an upward trend that was growing even before the pandemic. Going global means having an online presence and reaching and connecting to audiences in new and meaningful ways with technology. While website localization is becoming more common practice it is often an afterthought. However, businesses are now opting to create a multilingual SEO strategy from the get-go so that their business content and practices are aligned with their global goals from the start.
What is a multilingual SEO strategy?
It is the practice of optimizing your SEO in more than one language. This includes everything from websites, eCommerce platforms, video content, social media, customer support and more. The best way to come up with a multilingual SEO strategy is to work with a translation project management company that offers multilingual translation services and marketing translations. This ensures an effective strategy that is aimed at a specific target audience and ensures effective use of your business’s resources along with a quality translation that showcases the values and goals of your business.
Into23 offers quality translation solutions for all major global languages to help your business enter any global market. Bring your business into 2022 and beyond with our transparent and quality language solutions. Contact us today for a free quote to get started on your global journey.