6 Key Translation Industry Trends to Follow in 2024

Global communication has become a need for any business that wishes for worldwide expansion. Translation and localization are the keys to achieving these goals as they will aid you in speaking the language of your target audience and will make it easy to blend in the local markets.

According to Unbabel research, customers will depart your platform if they do not receive service in their local language; 68% of consumers will go to another business that does. 2024 is holding a lot for businesses that are planning to use translation and localization in their globalization and internationalization and here are some of the translation trends that should be followed this year.

The way consumers use language continues to change. It might be difficult for businesses to adjust their styles to individual preferences. Twilio report mentions that more than half of consumers (54%) are receptive to companies employing emoticons, while 48% are open to brands utilizing slang. Customers want global brands to reflect their language and communication style and create a localized brand voice that talks to them in the language of their heart. Their requirements differ across global audience bases, and businesses must adapt accordingly. Localizing a brand is important; this is why one of the translation trends for 2024.

Here are a few strategies to acknowledge what consumers are experiencing while remaining true to your brand voice:

• Listen to Your Audience: Pay attention to what your clients say in each market where you sell, to know their pains, needs, what triggers them and how you can use it to get closer to them.

• Brand's Empathy: Be sensitive to what they are going through; some regions have a culture and events that you should be aware of. This is crucial for cross border brands which don't have a physical presence in these regions.

• Customer Segmentation: There is no marketing that fits all, by taking the previous two steps you will be creating different segments in the local market that are easier to target.

The integration of machine translation's rapid processing capabilities with the expertise of skilled linguists who apply industry best practices for post-editing machine-translated content is called MTPE. As global communication expands and machine learning and artificial intelligence progress, MTPE has emerged as a crucial component across diverse industries. Its transformation from basic word-for-word translation to advanced, context-aware algorithms highlight its increasing significance and potential.

Machine Translation Post-Editing (MTPE) technology is evolving and one of translation trends for 2024, but it will not completely replace human translators and editors, especially in contexts where cultural nuances, creativity, or specialized knowledge are crucial. Instead, the focus is on enhancing efficiency and reducing the workload for human linguists by leveraging the power of advanced machine translation technologies.

Embracing linguistic variety is crucial to community cohesiveness, and adopting multilingual methods has become both beneficial and necessary. Working on your Ads localization is a necessity in translation trends for 2024. Adapting brand communications to include local idioms, humor, cultural allusions, and societal standards is not something to be dispensed. There are many approaches to use to embrace regional languages and dialects, it can be done through the following:

• Visual Localization, colors and imagery localization, to ensure cultural relevance and resonance with the local audience.

• User-Generated Multilingual Content, based on content provided by consumers in their original languages. This adds authenticity to marketing efforts and promotes a more inclusive brand community.

• Target Audience Data Analytics, this step will allow you to target the perfect audience for your product by providing tailored marketing strategies that are adapted to the individual requirements, tastes, and cultural backgrounds of certain groups.

• Brand Voice Optimization, talking in the same dialects that your audience uses in their daily life, understanding natural speech patterns and using colloquial terms in Multilingual SEO strategy.

One of the leading brands that have shown an example in embracing regional languages and dialects is Coca-Cola that adjusts its slogans and messaging to local languages and dialects, making sure the brand message is well-translated and culturally-appropriate. This strategy aids in establishing a stronger emotional connection with the audience.

Data analytics may help us make better judgments about what and how to localize. Making localization strategic involves aligning it with broader business goals and considering it as a key element in your overall corporate strategy. This can be done through conducting a market analysis to identify potential target regions and consider factors such as language, culture, and local preferences, and setting our eyes on business objectives to make sure that we understand how localization aligns with these goals.

To achieve strategic localization, take care of cultural sensitivity especially in marketing and branding, to understand and respect the cultural nuances of your target markets and develop localized marketing campaigns that resonate with them by tailoring your products, content and marketing strategies to reflect local customs, values, and preferences. This contributes to better reception and acceptance in diverse regions.

Multilingual SEO can increase your visibility and engage with a larger audience. By incorporating relevant keywords and optimizing your website for inclusion in foreign search engine results, irrespective of the language, you can broaden your audience reach and enhance your online visibility.
Incorporating multilingual SEO strategies can greatly enhance the organic performance of your website. Search engines acknowledge and give priority to websites that cater to users in their preferred language, resulting in elevated rankings and heightened visibility in search results.

Transcreation is positioned as a pivotal element for global business growth, as it takes care of many aspects that are important to create localized content for a local audience.
Transcreation goes far beyond literal translation, focusing on cultural adaptation including cultural trends that are evolving rapidly. Transcreation is considered a customization process that ensures marketing efforts are not only understood but also embraced by diverse audiences. Transcreation will help with business growth as it is cheaper than creating a whole new copy and will be a method of reconstructing the source version to appeal to the target market.