The previous COVID-19 pandemic had caused widespread social and economic disruption around the world, including the worst global recession since the Great Depression. Supply chains were disrupted, leading to widespread shortages, including food shortages.
Educational institutions and public areas were partially or fully closed in many places, and events were canceled or postponed during 2020 and 2021. Many white-collar workers began working from home. The pandemic also raised important issues about racial and geographic discrimination, health equity, and the balance between public health imperatives and individual rights.
Impact of COVID-19 on the Translation Industry
As the situation worsened, the government declared obligatory lockdowns that drove some businesses to a halt, while the rest had to adapt to continue to thrive. All industries across the world deeply felt its impact. The translation industry was among those who greatly suffered from this pandemic.
In a study carried out by the French professional association, Société Française des Traducteurs, in mid-June to mid-July 2020, it was shown that out of 526 subjects, 57% believed the pandemic would impact their jobs negatively, 48% of these said they need to take on a side job, 23% of them were thinking of learning a new skill, 15% were considering temporarily discontinuing work, and 7% were thinking of quitting for good.
These data are a grim demonstration of how the pandemic has professionally and psychologically affected the translation industry. People were faced with the unknown, and these professionals were haunted by the fear that they may eventually lose their jobs and have to make a career shift.
A study conducted to understand the negative and positive effects of the pandemic on the translation industry in the Netherlands showed that the pandemic had an equal effect. Between 23 percent and 53 percent of translators, literary and non-literary translators, stated they experience a change in the working criteria.
The negative and positive effects stood equal. The Negative impact was the lower productivity levels, leading to working hours to overcome it, while the positive side was feeling more comfortable and having more time to revise the content. The same study also pointed out that 60 percent of translators could connect with their colleagues while working online.
It shows that despite the pandemic, the work atmosphere was overall good and that people received support when needed. That said, the pandemic highlighted the need to become technologically savvy. People who could not adjust to the digital world and take their business online suffered a backlash brutally during this time, and the translation industry was no different.
Companies that provided remote or virtual translation services did not feel the drastic change, but those that expereinced this for the first time ought to learn new skills. Video conferencing platforms became the norm. The condition led to, in many cases, COVID-19 the acceleration of some trends in translation.
These trends might or might not have happened if COVID-19 had not entered the picture, but the important thing was it brought the translation industry into a prominent place in global services. In a survey conducted in April 2020, CSA Research observed these significant shifts in the type of translation services offered:
- On-site and conference interpreting services were down 15% and 10% (respectively)
- Over-the-phone interpreting was up 18%
- Video conference interpreting was up 17%
- Remote simultaneous interpreting was up 14%
- Demand for medical interpreting was up 64%
Currently, the translation industry has undergone a significant transformation in the post-pandemic era. Before the pandemic, the translation industry was largely focused on on-site and conference translating and interpreting services. However, the pandemic forced businesses and organizations to transition to remote work, which led to a surge in demand for remote translating services. In the post-pandemic era, the translation industry has become more agile and adaptable, focusing more on remote interpreting services and other digital solutions.
Challenges Faced by Translators During the Pandemic
Today, remote interpreting services are in higher demands than ever, and translation agencies are increasingly focusing on digital solutions to meet the needs of their clients. This shift has allowed the industry to continue to grow and thrive despite the challenges of the pandemic. Several services in the translation industry have a high demand in the post-pandemic period. Those services are:
1. Contents translated into Chinese
Chinese translators will be the professionals sought in a special way due to the large gap formed in the economy during the pandemic, as China has been recovering in recent months to quickly regain its main position as the global producer and exporter country. Another reason is the exchange of experiences focused on combating COVID-19 and treating patients. With regard to this, the exchange of information is driven among researchers in health, immunology, virology, etc.
2. Document translation
This kind of translation has always been popular. However, nowadays, the demand for sworn translation services has increased. This type of translation refers to government documents and information provided by non-governmental organizations, such as the WHO. In addition, the near future will force companies to seek new business partnerships and expand the number of services and goods provided, which signals an increase in new agreements and commercial contracts.
3. Marketing translation
Due to quarantine, most people were confined inside their homes, only going out when necessary. Many restaurants, cafes, and other establishments must look for new ways to reach consumers. Therefore, e-commerce and different types of online services are growing and in need of advertising. Entrepreneurs are in the pursuit of getting more customers, so they need to rely on the support of the most effective marketing translation services.
4. Medical translation
COVID-19 is a disease caused by a virus, which is still under research today. Doctors and researchers are now generating discoveries in shorter times, many of which are essential to combat the coronavirus. The global health sector needs to be constantly informed about any discoveries that have been made about the new virus. With regard to this, the solutions to prevent the disease from spreading are found more quickly and effectively. Consequently, the medical translation market has heated up a lot lately, and the trend is for it to stay that way in the future. Translators are professionals capable, in this case, of disseminating the understanding of critical medical articles and research in various languages.
A study by the Common Sense Advisory stated that the translation industry is expected to grow exponentially in the post-pandemic era. The study estimated that the global translation market would reach US$56 billion by 2021, increasing from US$46 billion in 2019. This growth is being driven by several factors, including:
- The increasing globalization of businesses and organizations leads to a greater need for communication and collaboration across borders.
- The rise of e-commerce opens up new markets for businesses and creates a demand for translated content.
- The growing importance of data localization, as businesses collect and use more data from customers and partners worldwide.
The COVID-19 pandemic has accelerated the shift to remote work and online collaboration. This has made it easier for businesses to work with translators from all over the world and has also led to the development of new technologies and tools to support remote translation work.
Trends Shaping the Post-Pandemic Translation Industry
The need for translation services has grown significantly with the world adapting to the new normal owing to the pandemic. Here are some of the key trends that are shaping the translation industry in the post-pandemic era:
Machine Translation Technologies
Today, machine translation (MT) technologies powered by artificial intelligence (AI) have made the work of professional translators a hundred times easier. The MT technology has improved significantly in recent years and is now used by translators to support their work and improve efficiency.
Machine translation is a rapidly growing field that uses computer algorithms and software to translate text from one language to another. With the advent of advanced technologies and machine learning techniques, machine translation has come a long way since its inception and has revolutionized the way we communicate with people who speak different languages. The MT process is entirely digital and can operate without human intervention. It is complex, and there are several different aspects to it, which include:
- Rule-based machine translation (RBMT), is the oldest and most traditional approach to machine translation. It works by translating text based on a set of grammatical rules and the syntactic, morphological, and semantic characteristics of the source and target languages. RBMT systems break down a sentence into its words and parts of speech and then use a set of rules to rearrange them into grammatically correct sentences in the target language. The rules also consider the words’ meaning and the sentence’s context.
- Statistical machine translation (SMT), is a type of machine translation that uses statistical models to translate text. These models are created by analyzing large amounts of data, including text in the source and target languages. Once the models are created, SMT systems use them to calculate the probability of different sentence translations. The translation with the highest probability is then selected as the output. SMT systems are typically more accurate than rule-based machine translation systems but require large amounts of data to train. They are also more sensitive to differences in grammar and syntax between the source and target languages.
- Neural machine translation (NMT), is a type of machine translation that uses artificial intelligence (AI) to learn languages and translate texts. NMT systems use neural networks, a machine learning algorithm, to estimate the probability of different translations of a given sentence. The translation with the highest probability is then selected as the output. NMT systems are more accurate than rule-based and statistical machine translation systems, and they are less sensitive to differences in grammar and syntax between the source and target languages. They can also more accurately translate idiomatic expressions and other kinds of complex language.
- Hybrid machine translation (HMT) combines multiple machine translation techniques within a single system. Translators choose this method because no single machine translation technique can achieve the highest possible accuracy. HMT systems typically combine rule-based machine translation (RBMT), statistical machine translation (SMT), and neural machine translation (NMT). Each of these techniques has its own strengths and weaknesses; combining them allows HMT systems to achieve better overall accuracy.
However, MT cannot produce human-quality translations, and translators are still needed to review and edit MT output.
Pre-editing and Post-editing in the translation industry
Pre-editing is the process of correcting any mistakes in the source text before it is translated. This can include grammar, spelling, punctuation errors, and any ambiguities or complex structures. Pre-editing can help MT systems to produce more accurate and fluent translations.
Removing any ambiguities and simplifying structures can also help the programs operate more efficiently. Post-editing is the process of reviewing and editing machine-translated text to ensure that it is accurate, fluent, and culturally appropriate. As MT technology continues to improve, post-editing is becoming increasingly important. In the case of post-editing, the machine translation output is reviewed to remove linguistic or semantic errors.
First, light editing is focused solely on the correct meaning. The second step, full post-edit, emphasizes stylistic issues and aims to achieve a high-quality level comparable to human translation. There are two main types of post-editing:
- Light post-editing: This involves correcting any mistakes in the machine-translated text, such as grammar, spelling, and punctuation. It may also involve removing any ambiguities and simplifying structures to make the text easier to read.
- Full post-editing: This more thorough process involves reviewing the machine-translated text for linguistic and semantic errors. It also involves ensuring that the text is fluent and culturally appropriate. Full post-editing aims to achieve a level of quality that is comparable to human translation. In a full post-edit, an editor performs a comprehensive review to ensure the entire translation is high-quality. The editor must check the spelling and punctuation; translation errors; grammar, syntax, and word choice; formatting; style and tone of voice; adherence to a brand’s glossary and style guide; cultural nuances; and translation context.
Transcreation: Adapting Marketing Content for Global Audiences
Due to the increasing complexity of global business and the need to communicate with customers and partners in their own languages, businesses increasingly demand specialized translation services, such as medical translation, legal translation, and technical translation. Companies are no longer localized to a single area, as even small businesses aim to expand their reach to a global audience. However, businesses must adapt and localize their content to new cultures and audiences to reach their target consumers.
This is where transcreation comes in. Transcreation is the process of translating marketing content into a new language and culture while preserving the original intent and meaning. This often involves changing product names, labels, and other marketing materials to ensure they are relevant and appealing to the target audience.
In simpler terms, transcreation is the process of taking a marketing message and adapting it to a new culture in an accurate and effective way. This may involve changing the words, the images, and even the overall tone and style of the message. Transcreation is important for businesses that want to expand their reach to a global audience. By adapting their marketing messages to different cultures, businesses can better connect with their target customers and build relationships with them.
Importance of Multilingual SEO
Good translations are one of the building blocks of a strong business. Since marketing is essential, SEO (Search Engine Optimization) has become increasingly valuable. Business owners seek multilingual SEO even for its potential to expand a company’s international online presence. The SEO in the translation industry in the post-COVID-19 era is booming. Technavio’s report stated that the translation industry is expected to grow at a CAGR of 5.5% from 2022-2027 due to several factors:
- The increasing globalization of businesses
- The rise of e-commerce
- The growing popularity of social media
- The expanding need for specialized translation services, such as medical translation, legal translation, and technical translation.
SEO is essential for translation businesses that want to attract new customers and grow their market share. By optimizing their websites for search engines, translation businesses can ensure that their websites appear at the top of search results for relevant keywords.
Growth Opportunities in the Translation Industry
The translation industry is expected to grow exponentially in the post-pandemic era, driven by several factors, including globalization, e-commerce, and data localization. Translation services are becoming increasingly important as businesses and organizations look to reach new markets and communicate with customers and partners in their own languages.
The COVID-19 pandemic accelerated the shift to remote work and online collaboration in the translation industry, making it easier for businesses to work with translators from all over the world and developing new technologies and tools to support remote translation work. The translation industry is in a strong position for growth in the post-pandemic era. MT technologies are becoming increasingly sophisticated and accurate, while pre-editing and post-editing ensure that the quality of machine-translated text is high.
Businesses increasingly demand specialized translation services as they operate globally and communicate with customers and partners in their own languages. SEO has also become increasingly valuable as business owners seek multilingual SEO even for its potential to expand a company’s international online presence.
The translation industry is expected to grow exponentially in the post- COVID-19 era. It has also undergone a significant transformation in the post-COVID-19 era, focusing more on remote translating services. At Linguwiz, we are committed to meeting our clients’ expectations during the post-COVID-19 era. With a focus on remote translating services, Linguwiz is well-positioned to help businesses and organizations communicate effectively in a globalized world. Linguwiz is also committed to providing the best resources to help its clients achieve their translation and localization goals. We have a team of experienced and qualified translators who are experts in various industries and languages with credibility and accountability to build long-term relationships with our clients. For futher details of our range of translation services and specifications, please click on contact us.
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