Transcreation FAQ: What You Need to Know About Creative Translation
Recently, we've received so many questions about differences between transcreation, translation, and copywriting. So today, we thought: Hey, why not share these answers with our blog community? And here we are! Answering your most common questions and telling you everything you should know about this unique field of translation - transcreation! Let's dive in.
What is Transcreation?
Transcreation is not just a simple translation: it's a combination of translation and creation. It's a creative process of adapting content from one language to another while considering the local culture, specifications of each language, and any other project details that should be considered.
Transcreation ensures that message intent, style, tone, context are adequately translated and adapted to the target language. The translated message should conjure similar emotions to the original text and resonate well with the locals. That's when you know you've done a great job with your translation project.
Why/When Do You Need Transcreation?
Transcreation is typically needed for marketing and advertising purposes. Since the global market is on the rise, many companies decide to expand and reach wider audiences. That's where translation and transcreation come in.
The simple translation will be sufficient in some cases, for example, if you need to translate brochures or catalogs. But in most cases, you need to go beyond and opt for transcreation. Logos, slogans, advertising campaigns, etc., usually use playful idioms that need to be adapted appropriately for the local market to serve their intended purpose.
If you want the target audience to feel connected to your brand, transcreation services are your best choice.
To ensure your message is communicated correctly with the local market, the best would be to work with in-country translators. Since they currently reside in the target country, they're most adept at using the local sense of humor, jokes, puns, and the local slang to properly convey your message.
Both content and context are important
Aside from having a perfect command of the language, the translator should also know the local culture's ins and outs. Transcreation is a creative process where both content and context are equally important, and you should hire a professional translation agency with creativity and copywriting skills.
Separate translation memory
Since transcreation is not a typical translation, the terms being used are different. The translation agency you decide to work with can't use the translation memory from their regular project. They can, for that matter, use a separate translation memory, used for transcreated content only.
The translator is also a copywriter
With that said, transcreation services require extensive copywriting skills. For your brand's message to resonate well with the locals, it has to be expertly and culturally adapted. This means it should evoke a similar emotional response as the original message, so the translator should possess all the required skills and creativity to ensure your campaign's success.
Transcreation should be done by native-speaking translators who understand best all the nuances of the language. Their insight and knowledge of the local market will allow them to ensure your brand's image remains intact in other languages too.
Hiring translators who are subject-matter experts will ensure a smooth, precise, and accurate transcreation project. At Language Buró, our professional translators take the time to adapt every piece of content rather than translate. Our native translators are industry-experts, with proven experience in providing transcreation services for top global organizations.
Experienced in transcreation
If you want the transcreation to be effective, you should hire an experienced transcreation services provider. Make sure you work with translators who have proven accomplishments in transcreation, marketing, copywriting, and advertisement translation services.
Transcreation services take more time and money
One of the most important things to know about transcreation is that it takes more time and money than regular translation. That's why it's vital to hire a professional marketing translation agency with demonstrated expertise and transcreation results. You'll feel much more confident in the hands of experts.
You can easily measure the effectiveness of transcreation. If there's an increase in website traffic, improved user satisfaction, better customer feedback, more sales, etc., then that's a clear sign your message is on point. Otherwise, you might want to consider another approach.
How to Adapt Your Content to Local Audiences With Language Buró
At Language Buró, we consider local culture, specific aspects of each language that we translate into, and any other considerations pertinent to your campaign.
If you are looking for professional translation services that will provide expertly culturally-adapted content that will make sense on a global scale, you've come to the right place. Get in touch with us today to receive a free quote.
Any additional questions about transcreation? Is there something you'd like us to write about in the future? Feel free to let us know!