Covid-19 is still very much present in today’s world, and by this point, businesses have adapted to it. It’s no secret that e-commerce has been blossoming as these companies have been online since the very start, and other businesses have since begun to follow their lead.
Not being limited to country borders anymore has meant there are new opportunities opening up on a global scale. Doing business in new markets means investing in translation, or better yet localization, so your company really gets off on the right foot with their new audience.
With so many changes witnessed in the business world over the last few years, it’s only right to talk about the translation and localization trends in 2022 that are set to dominate in the coming year.
Trend #1: Subtitle translation
By the time we hit 2022 (a few more days, we’ve got this), videos will make up more than 82% of all consumer internet traffic. So, subtitle translation is basically a must at this point. But why?
For starters, you can make your video content accessible to new audiences. Instead of opting for dubbing (which can be a bit pricier), you can instead translate the subtitles to the target language.
Secondly, lots of videos are viewed on mute, and that’s when subtitles come in handy. What do we do when we come across a video without subtitles and we really can’t watch it with sound on? We just scroll past it. And we don’t want your videos to get ignored just because you haven’t added subtitles.
Trend #2: Website localization
Covid-19 hit the business world pretty hard, but there was one industry that actually had an increase in sales numbers.
The global e-commerce industry experienced a rise in sales from 16% to 19% in 2020. This industry is reported to have been worth a whopping $26.7 trillion in the previous year. We can expect these numbers to be even higher in 2021 and 2022.
Seeing these numbers, it is clear that the future is online business. Many companies are aware of this and have already started to shift their focus to the online sphere.
Doing business online means we’re not limited to country borders as much as we were before. Now it’s easier to expand your business to new markets. To do that successfully, it’s important to include localization in your strategy.
Trend #3: Multilingual customer support
With ecommerce on the rise, so is the need to upgrade your customer support strategy. 76% of consumers expect to use a messaging app when talking to a business, and to make their experience worthwhile, it’s better to communicate with them in their native language.
AI in customer support brings many benefits, such as speeding up the response time and 24/7 availability. But let’s not forget about the linguistic aspect of including AI in your customer support strategy.
Translation technology, such as AI and machine learning, enable you to translate content in an instant, so you can deliver messages to your customers in their native language.
72% of consumers are more likely to buy when they’re offered additional help or information in their own language. By offering support to your customers in their language, you make sure that their experience with your business is top-notch.
Trend #4: Speech-to-speech translation
Speech-to-speech translation is a technology that translates spoken language into your preferred language. In 2020, speech-to-speech translation attained a value of approximately $335 million and is expected to grow even more in the upcoming years.
Overall, technology has simplified our lives. Consequently, people have gotten used to doing things the easy way, and that’s why speech-to-speech translation is on the rise.
Trend #5: CAT (computer-assisted translation) tools
With the use of AI in the translation industry increasing, some people are predicting the end of human translation. But we wouldn’t go that far.
Even though machine translation is improving day by day, the human touch is still very much needed.
CAT tools are a hybrid between technology and translators, helping them translate more efficiently. It’s already a well-known and used tool within the translation industry, but it is expected that its use is going to grow even more in 2022!
Translation and localization trends in 2022 are about to change the industry…
With ever-evolving translation technology, we can expect big changes, not only in 2022, but every year to come. But let’s focus on the upcoming year… We’re all looking forward to jumping on the train of localization trends in 2022, so keep an eye out for new developments at Taia!
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