What is Transcreation and Why You Need It!

by | Jul 28, 2021 | Content Curation, Content Strategy, Translation & Localisation

First of All, What is Transcreation?

Transcreation is the process of creating or adapting content into the target language while maintaining the style, tone of voice and context of the source language. It starts with copywriting content in a source language and it ends with the creation of a new text in a new language.

Transcreation originated in marketing. It is a creative rendition of translation, as the word itself suggests, and it is fundamental to achieving a successful entry into a new market. It can also be called “international marketing adaptation”.

A successful transcreation gives the same understanding in the target language as well as in the source language, while carrying the same emotion and feel across all platforms. Everything is taken into account; images, text, messages, concepts, emotions, history, trends.

What’s the Difference Between Translation and Transcreation?

While with translation you ensure that the core meaning of a text will be understood, with transcreation a new text will be created. This text will have the same meaning but will be customized to reach a new target audience, re-crafting concepts that might not have a direct equivalent in the target language.

In fact, it is important to remember that not all concepts are easy to understand in certain cultures. Transcreation will be key in achieving the desired goals. Choosing not to transcreate but only translate could lead to the failure of getting your brand message across or even worse, offending the new audience. 

There are multiple downsides when transcreations isn’t done properly or not done at all. Read here to know about some foreign ad translations gone wrong. Funny, to us, not so much for the companies involved… 😉

Transcreation, today, is pivotal to capturing consumers’ attention in different markets especially for businesses carrying and developing a global marketing strategy.

How Can a Localization Professional Help?

As this step is crucial, you should rely on the help of professionals who will:

  • Be well-versed in the language of the local country and possess first-hand knowledge of both the culture from which the content originates as well as the culture of the target market;
  • Convey the marketing message;
  • Reflect the style of the source text;
  • Ensure the effect ot the target text mirrors that of the original;
  • Be careful when using common sayings;
  • Pay attention to terminology and keywords;
  • Ensure consistency of the brand’s messaging;
  • Adapt the message to the local and cultural context;

What Can Localization Bring to your Business?

If you want to run an advertising campaign, chosing a transcreation service will make a great difference. Here some of the upsides:

1. Enhanced customer experience; by creating content tailored for a specific audience you will show that you care about cultural differences and values.

2. Enhanced visibility of your brand; in fact, choosing to invest in transcreation will allow you to enter new markets and improve brand awareness in those regions.

4. Ability to reach specific demographics; Are you targeting Baby Boomers, the Gen X, Millenials, or the Gen Z ? Perhaps, you are targeting a different age group, depending on the country or even in the same country. Transcreated content will be unique and appositely adapted to reach the audience for which it was created.

5. Increased online engagement; localized SEO will create more traffic but if the the content that your audience is looking for is high quality and created in a way that connects with them, this is the turning point when visitors become customers and will be more likely to engage with the brand in a active way.

To conclude, transcreation goes beyond words; it’s a way to connect with people at a deeper level, creating a long lasting relationships that will benefit your brand and business.

So, are you ready to make your business prosper? Get in touch!

Let us know if you have questions about any of the discussed content topics.