The first month of 2018 already passed, so it is high time to have a look at the tendencies that are going to shape the translation industry this year. Keeping in mind that services such as translation, interpreting, and localization account for $43 billion in revenue, it is no wonder that the sector is expanding and thriving.
2017 was quite successful and one of the main users of translation and localization services was the e-learning sector. This is due to the fact that many companies chose international growth and hence needed e-learning localization for their employee training. The good news is that this tendency is here to stay in 2018 as well, along with two other familiar trends. Have a look below to see what this year has prepared for the language service providers and for their customers.
Top Three Trends Shaping Translation
Experts in the translation industry are firm in their predictions that three trends are going to shape the sector in 2018. These are:
Video translation was one of the leading trends in 2017 and will continue to be so in 2018 as well. Two of the most used communication channels – Facebook and YouTube use video as their main tool to disseminate information. As per the statistics, there are about 8 billion video views on Facebook daily, while 300 hours of video are uploaded to YouTube every minute with almost 5 billion videos being watched every single day. It is interesting that 85% of the videos on Facebook are watched without sounds, which opens a niche for adding subtitles. Captioning, dubbing, and voice-over are also needed if you want your video to reach a broader audience. Many videos are used as part of various e-learning courses and their correct localization and translation in the target language can make or break the entire course and determine its levels of success.
The e-learning industry continues to be one of the most successful businesses this year as well. Therefore, translation and localization services in the field will continue being sought after both by e-learning providers and companies organizing online training of their employees. More specific growth is envisaged for bigger companies that have translated their courses and overall documentation to about seven languages so far. They are expected to add at least seven more languages to their portfolio over the following 12 months, which means more staff to be trained and more translation to be required.
- Machine Translation (MT)
The rise of the machine translation is here. 2018 will see a higher demand MT due to the fact that the technologies in the field are further improving. This is not going to end the need of human translators, on the contrary. It will just make the service more accessible. The other expected effect is to create more clients who are looking for post-editing of their imperfect MT, thus creating higher demand for translator who can improve the final results.
In addition to that, a boom is expecting in the different translation apps. They are an amusing way to read road signs or cope with the challenge of menu translation while you are on the go.
2018 GALA Prediction
The Globalization and Localization Association (GALA) also published its forecast about the trends in 2018. Sabina Jasinska, the Global Marketing Manager for Donnelley Language Solutions and a Member of the GALA Board of Directors for 2017-2018, shared her ideas about the 2018 Language Industry Trends, narrowing them down to 5:
- Neural Machine Translation and AI
- Translation Management System (TMS) connectivity
- Audio and automated interpreting technology
- Unstoppable demand for multilingual digital content and videos
Once again, there is a confirmation that advanced MT and video translation will be on the rise in 2018.
Marketing + Translation = Increased Sales
In our global economy, companies tend to grow and enter new markets faster than ever before. This poses a challenge to marketers, who need to be on top of the expansion process and secure the seamless entry into the new market.
In order to guarantee that for all interested parties – customers, partners, and employees – they need coherent policies. To achieve that, the company needs to speak the language of its counterpart. Hence, translation services are required for different aspects of the business – building new websites, translation of contracts and documents, localization of company training, etc.
Content localization leads to increased sales to the target market, which is the ultimate goal of each company. Marketers realize that the website, social media, digital, video, and technical information related to the company need to be properly translated and localized and advise in favor of expanding the budget to cover these specific services.
Don’t Forget to Budget for Translation
As a customer, who wants to use the services of professional translators and interpreters, make sure to take into account all the costs involved. Depending on the amount and type of projects you need translated, you can opt for in-house translation or use external vendors.
In both cases, you need reliable, trained and experienced professionals in the field of translation, who will be able to provide a high-quality service.
When choosing a language service provider, do not be lured only by a low price. Pay attention to things like easy communication, readiness to adapt, knowledge in the certain field of your business, use of advanced technologies. In other words, plan ahead and budget for translation so that you can get the best service you can afford.
TIP: Don’t forget the exotic languages
Another tendency expected in 2018 is a higher demand for translation in less common languages. This is based on the information about continued growth of internet usage by countries from the African continent and in the Middle East. While the demand for the most common languages is not expected to dive, there are indicators that the more exotic languages will make its way to the market this year.
As experts working in the sphere of translation, localization and interpretation you should be prepared to meet the challenges of 2018. Do not be startled by the rise of MT, it is not going to substitute humans any time soon. On the contrary, embrace the innovative technologies that can facilitate your work and make the job even more challenging and interesting. Face the trends of 2018 and make them your best-selling services!