July 24, 2024


Business & Finance

How the Economic Growth in Africa is Impacting a Demand in Translations Services

5 min read
Translation Services: Market 2022 Outlook by Market Entry Strategies,  Countermeasures of Economic Impact & Forecast by 2028 with Top Players |  PROZ, Lingotek, SDL, RWS – ZNews Africa

Africa may have the biggest desert globally, but it’s fertile land for businesses and start-ups. The ROI (return on investment) in Africa is very high, particularly for foreign investors. Therefore, it’s no surprise that vast continent of Africa is now attracting much attention from global investors.

Africa is rich in culture and is home to several religions, races, and languages. More than 2000 languages are spoken in Africa alone, with Nigeria being the most versatile among all African countries in terms of language diversity. 

In Nigeria alone, there are estimated to be more than 500 languages. Understandably, it can create a significant obstacle for foreign businesses if they cannot translate African languages.

An influx of Foreigners, A Good Sign for Africa

As more people from other countries make their way to the Sub-Saharan region, foreign investment in Africa has grown appreciably in recent years. More than 400 foreign businesses are earning more than a million pounds every year, which speaks volumes about the business potential in the region.

Besides boosting economic growth, the arrival of foreigners in Africa will help break the myths about the continent. Generally, many people perceive Africa as an underdeveloped, struggling region with no future. Many still only think of the Great Sahara Desert while talking about Africa and how it signifies the region’s lack of resources and opportunities.

However, the reality is quite different, and as more businesses step into the region, these myths will die one day.

African Economy, A Historical Perspective

Unfortunately, Africa was under colonial rule for many years, which left its lasting impact on the locals. However, by the late 20th century, the continent received vast foreign aid for humanitarian assistance and private investments.

Historically, bribery and weak political structure have always haunted Africa. Moreover, the continent has seen some of the deadliest famines and droughts in the 1970s. Consequently, Africa became a victim of desertification which only caught the public’s attention in the early 21st century.

As the colonial era ended in 1945, Africa was left with some things from the British and the other ruling nations. One of which was the railroads. The railroads were significantly used during the colonial period, and they attracted significant investment and economic activity.

However, only in the last couple of decades has the African economy really taken off, which has a lot to do with many factors. One of which is that foreign investors now understand African culture better, have gotten accustomed to African traditions, utilise African translation services to familiarise with locals, and invest more freely in businesses.

Some of the other notable changes in Africa have been crackdowns against corruption, macroeconomic growth, and enhanced living conditions for both rural and urban settings. As a result, urbanisation continues to spread quickly across Africa, which automatically attracts more businesses.

As armed conflicts came to a halt, the political conditions in Africa have improved significantly, which is one of the primary reasons for more business opportunities in the region. Africa’s inflation rate dropped from 22 per cent to 8 per cent in the last 30 years, which speaks significantly about the improving conditions for business in Africa.

The Surge of Translation Services Demand

As more businesses started investing internationally, there was a definite need to understand different countries’ cultures, customs and socio-demographic dynamics. None of it would be possible without understanding local languages. As a result, it brought an excellent opportunity for professional and expert interpreting and translation services agencies in the United Kingdom to partner with businesses and corporation and help them in approaching these particular markets, allowing them to grow faster and reach new foreign consumers.

Here are some of the reasons why translation services and companies offering professional language solutions have thrived so much in the past few years.

Businesses Needed to Communicate to Locals

Even though English is one of the official languages in many African countries, a significant portion of the African population does not speak English. While some countries like Uganda, South Africa, Nigeria, Kenya, etc., speak impeccable English, many other countries and rural populations are not as accustomed to speaking the language.

Foreign businesses find it challenging to communicate with the locals, so the marketing and development of products will suffer greatly if they do not message their target audiences in their language. Therefore, talking to the locals in their language only benefits businesses in providing a more personalised user experience. 

As a result, these businesses needed services that could translate their materials in the country’s language they intend to market. Working with a professional translation agency specialising in African translations will help them develop more target campaigns and products.

Easier to Setup Businesses

Whenever you are setting up a business in a foreign country, you could be up against a tedious registration process. Moreover, if you don’t understand the local language, business owners can get quite confused.

Realising this, many businesses opt for African translation services to accurately understand legal documentation, the dynamics of marketing, and the procedures involved in setting up the business.

Personalised User Experience

With the assistance of a translation service, businesses can provide a more personalised user experience to customers. It helps them connect better with the locals and build their trust over the years. Eventually, these businesses can optimise the products according to the customers’ needs, which helps them thrive in the long run.

Not only this but, with the ability to translate African languages, businesses can design and print their marketing content in localised languages. 

Cross Border Collaborations

As you know, Africa is home to more than 2000 beautiful languages and each region speaks a different language or even a dialect depending on where you are. This is why it’s tough and unrealistic for businesses to target the whole of the continent for marketing and business growth.

However, with the help of an African translation service like Africa Ready, businesses can spread their message across borders by utilising the expertise of translation agencies that specialise within the African region and understand the task at hand.

Growing businesses cannot undermine the value of an African translation service if they want to succeed in a region like Africa rich in cultures, languages, dialects, and people.