blog post

Dec 15, 2016

Translation and localisation trends for 2017

2016 has been a year of revolution on the global landscape, not least with the shock of Brexit and the U.S.’s controversial choice of President. Naturally, there have been fears amongst the international business community about the impact of such changes on the world’s ability to trade successfully, some of which have filtered through to the translation and localisation industry. Nevertheless, we hope to see the continued growth of the sector in the years to come, as more and more businesses realise the importance of engaging with their target audiences in languages they understand, so as to form strong connections and relationships built on trust. Let’s take a look at the forecasted trends for 2017...

Fortunately for Xigen, it has been suggested that the desire of larger agencies to collaborate with smaller, more specialised ones will continue into the New Year. Our foundations lie in transcreation, and so we would relish the opportunity to partner with other agencies that require skills in this area. Creative translation projects (slogans, adverts etc.) can be quite project management-heavy, and bigger agencies do not always have the time to dedicate to them, given the large volume of standard translation work constantly passing through their doors. The consolidation trend could see us take this labour-intensive work off their hands, managing not just the transcreation process but also the production of assets ready for the target market, with our in-house typesetting and web localisation services.

The direction of the marketing industry in general is such that we might expect to have ever more requests for the translation of video content and provision of foreign language voiceovers in the future. Xigen has solid experience in this area following campaigns of this kind for a number of our clients. We are familiar with issues such as timing, where the expansion of text into other languages means that the voiceover artists need longer to express the same thing. The original frame might therefore have to be extended by a few seconds. We know the importance of striking the right tone of voice and trying to keep this consistent throughout a campaign. Video has become such a popular marketing tool, with many of us consuming them on a daily basis, and we hope to see more businesses realising the potential of this medium to capture the attention of consumers across the world.

Although many enterprises have reaped the rewards of generating multilingual web content for some time now, others are only now giving serious thought to what they could achieve if they were to produce language-specific versions of their websites and other marketing collateral. Several statistics exist around the increased success of content produced in the native language of its consumers, compared to that which is simply left in English. Xigen has a wealth of experience localising the webpages of some huge household names, and continues to work alongside many of them as they update their offerings on a regular basis. Having a fantastic website in another language is not enough though; companies should also be thinking about multilingual SEO so that they might be found by users, whatever search engine it is they are using. The linguistic and technical skills at Xigen work in harmony to deliver great results.

Finally, we need to mention the shift to users viewing content on their mobile, and engaging with it there rather than on desktop, as was the case merely a decade or so ago. At Xigen, we are used to designing and developing sites that are geared at the mobile user as well as ones that work responsively. Google has made it known that companies may increase their Search Engine Result Page rankings by implementing a mobile-optimised experience, and so it is really within the interest of companies to consider their options here. Again, Xigen would be happy to help any business exploring this avenue and what it means not just for their UK site but also any localised versions.