How do you know when you need transcreation for marketing and advertising versus commercial translation ? key insights Both are common language service options , but they have several differences. Let’s start with the definition of transcreation first.
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 key insights 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.
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 services. azerbaijan whatsapp number data 5 million 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 that needs to be recreated in the target language and the action you want your audience look out for these 20 signs of success when launching a new website 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, singapore number similar 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 key insights 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 transcreation services to grow your business , but where do you start? Every project and workflow will look a little different depending on the type and purpose of the content. But here’s a quick look at the four steps all transcreation projects typically 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 industries, may use translators for the majority 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 of much more 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.