Top 5 Translation Industry Trends for 2024
In the last few years, we’ve experienced a dramatic change in how we do even the most mundane tasks. We discovered new ways of working, with agile technologies and flexible processes spearheading change. We also saw an acceleration in business approaches—from how we serve customers, work with vendors, and collaborate. And all of these events highlighted the importance of clear, concise communication in a globalised world. As a result, translation gained importance for companies seeking to build a stronger presence and reach wider audiences. In this article, we’ll look at some translation industry trends we can expect in 2024.
1) Increased Use of Machine Translation and Post-Editing
Machine translation has become more and more a part of the language industry. And this translation industry trend will continue in 2024. Naturally, companies are drawn towards the possibility of quicker turnarounds and the chance to lower costs since machine translation post-editing rates and time frames can be significantly lower than hiring a language professional from the start.
What Is Machine Translation Post-Editing?
Essentially, machine translation is when you enter the text into a machine translation tool and this engine then translates it into a new language (for example, Google Translate). The results, however, can vary between 60-90% accuracy. So, this text is then given to a translator or translation agency for machine translation post-editing—or MTPE. The linguist or translation agency will then check the differences with the original text and bring the resulting content up to a professional level.
Organisations must be able to communicate effectively across all languages with as little risk of potential misunderstandings as possible. With a market size of USD 1,060 million in 2022, machine translation is certainly not going anywhere, and combined with careful editing by language professionals, will only continue to grow.
#OptimationalTip: Machine Translation Post Editing, or MTPE, refers to the review (and editing) of the automatic results of a machine translation tool. A professional linguist or translation agency conducts this process, and it’s a necessary step to ensure the quality of the results.
2) More Brands Reaching Global Audiences Through Transcreation and Translation
For several years now, creating personalised user experiences has been one of the biggest trends on the rise across industries. Transcreation, a word that emerges from combining “translation” and “creation,” is one of the many shapes this idea takes place in the translation industry. This approach allows companies to localise their content for new audiences. Additionally, it helps in adapting the idea to a new culture’s viewpoint to better engage with its target consumers.
What Is Transcreation in Translation?
Transcreation mostly refers to marketing translation and emerges on the border between translation and copywriting. Essentially, the translator is tasked with taking the original intention of a company’s marketing materials and conveying it to a new audience. In doing so, names, icons, images, product names and even entire blocks of copy can change. Nothing is sacred other than the original intent of the text.
With consumers’ search for unique, personalised experiences, the demand for transcreation and translation services will continue to rise. Technological and logistical advances have enabled companies to reach a global audience. Those that care to communicate with them in a way that acknowledges their differences will be best placed to benefit.
3) The Rise of e-Learning Platforms
E-learning websites have been around for some time, for sure. However, it’s only in the recent period that their adoption has reached unprecedented levels. From going to school, gaining new knowledge about a specific topic, and even onboarding a new employee. One of the greatest things about e-learning tools is that everyone can access your content, no matter where they are. With studying online becoming a common practice, these platforms must make sure they’re giving their audience the best chance to engage and learn from their content. And this is how e-Learning has become one of the main translation industry trends for, probably, this whole decade.
Video Translation and Subtitling Services
According to Forbes, the market for online education services may reach USD 325 billion in 2025. This means there’s a great opportunity for organisations to tailor their content to reach different audiences. Certainly, video translation and subtitling will play a key role in doing so.
Today, it’s common to find online courses only available in English. This automatically narrows their potential audience. But this also means the opportunity is ripe for those companies willing to hire video translation services. In other words, recent past years have seen a rise in the need for video translators and subtitlers, and this translation industry trend is sure to continue.
4) Growing Demand for Translation and Interpreting Services
In its latest update, U.S. News ranked interpreters and translators as #4 on their list of Best Creative & Media Jobs. And this comes as no surprise. In fact, the U.S. Bureau of Labor Statistics projects the employment of interpreters and translators to grow by 20% from 2019 to 2029. This is a rate much faster than the average for all occupations.
Medical Translation and VRI
For almost obvious reasons, medical interpreting services have seen a definitive surgeon demand. The benefits of language interpretation services are also boosted by Video Remote Interpreting technology or VRI. This technology bridges the gap between phone interpreting services and on-site interpreting services.
Its benefits include:
- Incorporation of contextual and non-verbal cues
- Confirming something is understood through facial expressions
- More fluid conversations for all parties involved
- On-demand access
- Cost-effective
With many of our day-to-day activities—from work, school, and even things like going to the doctor—shifting to a mostly remote context, VRI is surely here to stay. The future of translation technology is both here and just starting. It’s only a matter of seeing where else it will take us in 2024 and beyond.
5) Development of Multilingual SEO Strategies
Businesses looking to expand their online presence continuously look for international SEO experts. Multilingual SEO is a scalable and cost-effective tactic. As Neil Patel explains, “There is already a lot of content in English but not enough in other languages, even though the majority of the people in this world don’t speak English.” Therefore, a multilingual SEO strategy can have positive results in the long run.
What Is Multilingual SEO?
Multilingual SEO refers to the practice of optimising for SEO content in multiple languages, such as a website, eCommerce, or video content. It aims to increase the content’s organic search results in a particular language.
Some multilingual SEO optimisation strategies include:
- On-Page SEO: Content localisation, keyword optimisation, alternative text/metadata translation, etc.
- Off-Page SEO: Multilingual link building, social media localisation, reviews translation, local SEO, etc.
- Technical SEO: Language and location targeting, website analysis, etc.
#OptimationalTip: When looking for multilingual SEO services, remember to work with professional SEO translators or a multilingual SEO agency. Failing to do so may lead to a lack of results and progress.
Final Thoughts About Translation Industry Trends
As we move into 2024, we remind ourselves that technology has definitely come to change the paradigm of many mainstream activities. And now is perhaps the best time to seize every industry’s developments and unlock the hidden potential of your business.
At Optimational, we help our clients build a strong international web presence. With our group of talented language professionals dedicated to—not only translating content—but truly communicating a message. Don’t hesitate to contact us today and learn how you can better benefit from localisation.