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  • Writer's pictureMaría Palomares Tarí


The translation sector, like many others, has been through the pandemic’s wringer and emerged looking very different from when it went in. Growing rapidly, the number of translators is expected to grow 24 percent from 2020 to 2030, far faster than the average for all jobs.

Apart from that, with Covid-19 being very much present today’s world, the globe is still adapting to it: businesses are focusing their efforts on the new digital natives as more users get online everyday (almost two-thirds of the world population will have internet access by 2023).

So, with so many changes witnessed in the business world since the pandemic started, let’s talk about the translation and localization trends that are set to dominate the industry in 2022.

Trend #1: Video subtitling

As users have gone online, the necessity to adapt information and programs for consumers all over the world has grown. In fact, Cisco declared that by 2022, online videos will make up more than 82 per cent of all consumer internet traffic — 15 times higher than it was in 2017. So there is no doubt why video subtitling will be a hit this year, right?

Video subtitling will make your video content accessible to new audiences, plus lots of videos are actually viewed on mute, so it’s a way users don’t just scroll past it when they cannot watch it with the sound on.

Trend #2: Website localization

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.

The global e-commerce market is expected to total $5.42 trillion in 2022. That figure is estimated to grow over the next few years, showing that borderless e-commerce is becoming a profitable option for online retailers.

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, where localization is absolutely crucial to succeed.

Trend #3: Multilingual customer support

With e-commerce on the rise, so is the need to upgrade your customer support strategy. Did you know 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. Artificial intelligence (AI) and machine learning enable interactions to be done in a much more streamlined and agile way. AI chatbots can be trained to interact in different languages to make your customer’s experience worthwhile, communicating with them in their native language.

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