How do you know when you need transcreation for marketing and advertising instead of business translation ? Both are common language service options but have several differences. Let’s first start with the definition of transcreation.
What is transcreation and why is it important in global marketing?
Transcreation is a portmanteau of two words — “translation” and “creation” — to describe a type of localization in which a brand’s content is adapted (often substantially) for a target market. The transcreator uses the source text as inspiration, but the output is a complete reimagining of the content to convey the concept in a different language.
The original tone, intent, and style are maintained. However, effective transcreation prioritizes the brand message and its ability to resonate emotionally with the new audience over conveying the specific information found in the source text. Therefore, the transcreated copy may deviate significantly from the original text, images, and messaging.
Main differences between transcreation and translation
Localization is the process of adapting a company’s products and/or services to a different market. But there are a lot of terms in the world of localization that can be confusing, especially for those just starting out with their global marketing strategy. To maximize the return on investment in localization, companies need to understand what transcreation versus translation is — and when to use each.
Translation replaces words in one language with corresponding words in another. While it may require them to reword certain parts of the text, professional translators are bound to the original text and the final product conveys the same information and ideas as the original.
Transcreation, like translation, conveys the concept in a different language. However, transcreators are not bound by the source text, although they can use it as a reference. Instead, they use their creativity and cultural knowledge to transcreate their concept, that is, create entirely new content in a different language that speaks to their target audience.
Below are some other important differences:
Transcreation experts are writers.
Typically, transcreators are writers who are fluent in both their source and target languages. While some professional translators offer writing services, translation and transcreation are distinct albania whatsapp number data 5 million services. Translation and transcreation service providers are often not even members of the same professional associations and networking groups.
Transcreation begins with a creative brief.
Translation begins with a source text. Transcreation projects begin with a creative brief that outlines the concept does the site have analytics and reporting? that needs to be recreated in the target language and the action you want your audience to take based on the content or campaign.
Transcreation is charged differently.
Pricing per word is typical for translation services . But transcreation is considered more of a creative service, similar singapore number to writing, graphic design, or video production. Therefore, it is charged by the hour or project.
Transcreation may result in new messages.
A good translator will translate website or app content “in the spirit” of the source text without being too literal. Still, the messages you use for one audience may not resonate with another. So when transcreating marketing materials, transcreators often produce new messages that align with the cultural sensibilities, preferences, and values of their new audience.
Transcreation is best for highly creative marketing content.
Translation works well for informational texts. But when you want readers to take action—as is the goal of most marketing and advertising texts—transcreation is more appropriate. In addition to providing information, marketing transcreation (or advertising transcreation) aims to elicit an emotional response.
Transcreation involves counseling on appearance.
Aesthetic appeal is key to ensuring acceptance and resonance in the local market. Therefore, transcreators often advise clients on the look and feel of a creative asset or campaign. The result is new content that is fully customized for the new audience.
How Transcreation Works: 4 Key Steps
You’ve realized you need transcription services to grow your business , but where do you start? Every project and workflow will look slightly different depending on the content type and purpose. But here’s a brief look at the four steps that all transcreation projects will generally follow:
1. Conduct a needs assessment.
First, you’ll need to identify what content requires transcreation. Some companies, especially those in technical , industrial , or highly regulated sectors, may use translators for most of their content but may need to transcreate a slogan, tagline, and other marketing materials . Others in more creative industries, such as video game companies that need game localization services , will require transcreation for much more of their content.
2 . Develop the creative brief.
Transcreation involves a lot of writing, so your brief should contain the same information you’d normally share with a copywriter. Provide details about your target audience, your tone of voice, the overall creative concept, your purpose, and the action you want those in your target market to take.
3. Let transcreators do their job.
Your transcreators will review your original content and creative brief. They will then conduct any necessary cultural research and adapt the content for the new audience. They may also make recommendations regarding the look and feel of the asset or campaign.
4. Review the content.
Linguists working on your content will provide back-translations to provide insight into the transcreated text. Please note that the translated text may appear literal. Back-translations are word-for-word representations, helping you understand the creative liberties taken and verify that the transcreated text meets your guidelines and the goals of the creative brief.
Smartling Transcreation Tool — top-rated by translators and designed for transcreating at scale — simplifies this process by offering a centralized cloud-based platform that eliminates the need for spreadsheets and outdated documentation tools. T ranscreators can add multiple options and back translations. All you have to do then is choose your favorite.