Transcreation is a compound word that combines translation and creation. There are situations where translation or localization does not suffice, particularly when they involve marketing and advertising.
Several terms describe transcreation, including cultural adaptation, internationalization, marketing translation, free-style translation, international copy adaptation, cross-market copywriting and creative translation.
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A First Look at Transcreation
Marketers and advertisers are the people who often use the term. Simply put, transcreation means adapting an advertising message from its original language into other languages where a brand or product is going to be marketed. Transcreation ensures that the context, tone, style and intent of the advertising or marketing message are maintained.
The success of the transcreation is shown in the way the message conjures up similar emotions and brings about the same meanings in whatever target languages in the same fashion as the original language.
Since most companies now have to deal with global advertising and marketing campaigns, they need to have their campaigns transcreated to surpass the limits of language and culture. Just like localization, transcreation also considers the appropriateness of images that are used in advertising and marketing materials so that they fit the target locales.
The whole point of doing transcreation is to get the gist of the message and transform it into a target language or specific dialect. Transcreation involves not only translation but a creative process as well. A transcreation professional considers the various cultural differences prevalent in each target country, and using them to ensure that the marketing and advertising messages of brands and products truly connect with the target audiences.
Features of Transcreation
We live in a global society and brands, products and services are being made available in many parts of the world. It is vital for products and services to reach out to their intended multicultural audiences in various markets where consumers speak languages other than English.
In some instances, translation is enough to get the message across different cultures. But this holds true only in particular content such as disclaimers, product information and forms. When you are already talking about connecting a brand to target consumers, transcreation is the best approach.
Transcreation has several features that distinguish it from translation. While transcreation involves translation, other things set the process apart.
1. Context and content
In translation, the only concern is the language, although many professional translators also look at the context of the materials. In transcreation, the focus is in ensuring that the content fits the target locale where the marketing or advertising material will be displayed or aired.
Both context and content are considered by transcreation. The professional translator should have a deeper knowledge of local culture, aside from fully understanding the voice and message of the brand when they transform the content into other languages. The translator should be a content creator or a talented copywriter who possesses knowledge of culture and language and talent in creative writing.
Keep in mind that transcreation requires more money and time. The investment is worth it because you are paying not only for translation but the creativity of the writer as well. Remember that transcreation is similar to localization in that the message should be culturally relevant and authentic. It has to maintain the original intent of the context. It has to speak to the audience in a way that can elicit the right kind of emotions. It involves research and not only knowledge of terminology and using a dictionary. The writer has to adapt the content by understanding the context, to ensure that the marketing or advertising message connects to the consumers culturally and linguistically.
3. Metrics improvement
Transcreation can help you build and test your content, optimizing it for your online marketing efforts, ensuring that you improve your metrics. When you offer content that your target audience can understand, you increase your viewer engagement and boost your conversion rates.
4. Content transformation
As we keep mentioning, transcreation is similar to localization but on a smaller scale. With transcreation, your advertising or marketing message is not only translated. The creative writer sees to it that your message is adapted to the language and culture of each target audience in different locales. Transcreation likewise requires specialization, as products and services cater to different consumer demographics.
When Do You Need Transcreation?
A brand or product needs transcreation if its messages have to be adapted to local consumers in different parts of the world. Translation service is more suited for converting written materials.
When you have more nuanced content, where a brand’s message and voice have to be understood by local audiences, specifically advertising and marketing collaterals, whether using written or video formats, your best choice is transcreation. The emotion, tone, style and intent of the advertising message should remain the same.
Things to Consider for Transcreation
- Transcreation should be done into a native language only. To ensure success, the translator/copywriter should be a native speaker, as they naturally understand the nuances of their language. They have inside knowledge of the market as well as the traits that drive consumers to purchase new products.
- The transcreation writer should live in the country or location where the target audience resides. The writer should live and breathe local. He or she should share the timeliness, trends, humor and language of the consumers. The writer must know what is relevant to local targets and turn the knowledge into finding the best way to communicate with them. Living in-country ensures that the writer understands local media, print and broadcast commercial codes and guidelines for advertising.
- The writer should be a subject matter expert. You can be sure that the transcreation would be effective when you work with a writer who is an expert in the content to be localized.
- The copywriter must know the target consumers. Aside from fluency in the local language, the transcreator should understand local consumers intimately. Other than being a local consumer, the writer should boost his/her knowledge with research to effectively translate the message into something that can reach the hearts of the local audience.
- Needless to say, advertisers should look for transcreators with excellent copywriting experience. Transcreation is expensive so it is vital that the people you will hire to do the translations have proven accomplishments in marketing as well as copywriting.
Importance of Transcreation
Transcreation is typically used for advertising and marketing but it can also be used to ensure that some words and phrases are fully understood by people who speak the same language, for example, British English and American English speakers have puns, humor, slangs and jargons that are not common to the other party.
Transcreation is created for a specific product. It cannot be generalized because each product or service has different features and appeal to different types of audiences. Transcreation requires more detailed work than direct translation.
When considering transcreation, it is essential to understand the needs of your product or service in order to adapt to each local market.
Companies today create different versions of their advertising material to appeal to different audience types. It is critical for the company to categorize its marketing and advertising content. The purpose of the segregation is to identity the different goals of the brand and the specific requirement, whether it is straight out translation, localization or transcreation.
If emotion and persuasion are required, you definitely need transcreation. In the process, the intended voice of the message must be retained. The intended effect should be present in each version of the transcreated content, despite the change in language.
Aside from categorizing the materials, it is essential to identify which content should benefit the most from transcreation. Sales materials, taglines, product slogans, brochures and other contents that have very long copy are candidates for transcreation.
Remember that transcreation may not be the ultimate answer to your global marketing strategy. Carefully go over all the content you have. Some of them might require translation, while the others could be more effective when transcreated.
Transcreators are not only language experts but also very creative writers and marketing experts. Experienced transcreators can adapt your message based on the preferences of the local market, your worldwide strategy, media environment and advertising regulations. Check out our free guide on Marketing and Transcreation for international expantion.
Want to Adapt Your Content to Local Audiences? Contact Us.
Advertising takes a big slice in a product’s strategic marketing promotion strategies. Advertising materials have to be done right because they are expensive to produce. Since most products are sold worldwide, it is important for the brand to communicate to their target consumers in a manner that they can fully understand. This requires changes in visuals and imagery and adapting the advertising copy, without losing the original intent of the source material.
This is what transcreation is all about. And the process requires professional and creative translators and writers who are fluent in the language and knowledgeable in local culture and consumer behavior. Day Translations, Inc. can provide you with excellent transcreation services, as we have native speaking translators and copywriters who live in-country, ensuring you of their inherent knowledge of local culture, quirks and all. Let’s discuss your transcreation needs and requirements. Give us a call at 1-800-969-6853 or send us an email at Contact us anytime that’s convenient for you. You can reach us quickly, as we are open 4/7, 365 days of the year.