3 takes about localization for 2024
Have time on your side
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
While I was writing the subtitle for this email, I went to Google and search for “English idioms to talk about future”.
It worked.
This time was faster than ChatGPT, but I’m sure it answer would have been fine too.
2023 has been full of talk about IA and looks like 2024 will continue the trend. Personally? I think we are just at the beginning of it and we are not able to imagine what this “new” technology will bring us.
I still remember, about 15 years ago, how video-calls were still science fiction… and how natural they are now.
With 2024 starting, I wanted to share my 3 takes about how this year may look in the localization world.
Make sure you save this email, so by the end of 2024 you can reply and say “you were wrong” or “you are an absolute genius”. Most likely, will be somewhere in betweeen.
#1. Yes, IA is gonna be a real deal
2023 was the year where IA really showed up. Before this, it was just something very technical and specific for some niches. Now probably your mum know about it. Some companies are already taking advantage of it, thinking about specific strategies… and yes, letting some people leave.
IA has become a great excuse to fire people and freeze budgets (fire and ice, curious). It will continue the trend next year, so here you need to prove how valuable you are, what skills you have that a machine can’t replicate.
I’m talking about add a layer of strategy to your work, think in a more creative way and do things differently.
#2. More translation will transition to localization
I come from a marketing background. From traditional advertising moved to marketing, then specialized in copywriting and from then jump into the localization and creative translation industry (wooow, 10 years in 2 lines, that was wild).
I’ve seen most of the localization copywriters I know come from a content/copywriting background, they start working for global brands and there you go. Translators (again, on my experience) don’t have this background and they focus more on other kind of translations (editorial, subtitles, interpretation, etc.).
With the localization industry getting bigger and more popular across different countries, I believe a lot of translators will love to know more about it and develop a career in this field. There is work for everyone, so you (if you are a translator) are welcome!
#3. Localization of global trends
Every December, the same new come up: Top Google Searches. I’ve been diving into some date and is so interesting how different the global searches are from the local ones (in my case, Spain).
For example, on a global scale for the category “News”, the Israel-Palestina conflict is #1, Titanic is #2 and the rest are related with natural disasters and mass shootings. However, in Spain we have ChatGPT (oh, surprise) as #1, the national elections at #2 and on the top-10 we find names as Shakira, Mbappe, Rubiales or Matthew Perry (Israel is #5 and is the only common topic between global and Spain).
Even with the world getting more global and connected than ever, each country keeps their own interests. If your brand is in Spain, you should know what happened with Rubiales, why Shakira is in there or what is “La Isla de las Tentaciones”. Your marketing will benefit from it.
Now you can check the Top Google Searches for your country and see if they have any particularities. Will love to know how it goes.
Market-in
Resources to reach your peak level.
💡Plan your 2024 with the calendar event from the Localization Institute. Check it out here.
Outside the desk
Where the magic really happens.
✈️My “American adventure” has come to an end. 3 months in New York and an extra one between Mexico and Costa Rica. I’ll be back, for sure.
🇲🇽 Since I was in Mexico when I wrote this, I did the Top Google Search exercise also for this country. We shared a language… but we definitely do not share those Google searches.
😴 How do you prepare yourself for long trips (flights, buses, trains, etc.). I always bring a book (if not 2) and prepare some music to sleep. Lucky me, I’m really good at sleeping anywhere.
Make it global, baby
If you want to work with me, this is the way.
🚀 Want to take your brand to the next Spanish level? Hit the “reply” bottom and let’s talk.
📬 Want to appear in one of the next issues? Let’s see how we can work it out.
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All the best for the rest of your week,
💙 Ricky from Textonality.com 💙