Most of us are very familiar with the process of translation, which is the rendering of a given text from one language into another. But not many have heard of the term transcreation. What is transcreation, anyway? If you own a business and are hoping to expand to a broader market, then you might want to start familiarizing yourself with this concept. According to business and social media experts, incorporating this process into your operations can boost creativity, and ultimately the overall performance of any business.
Transcreation
Transcreation is when you take content written in a particular language, then adapt it into another language using a similar style and tone and maintaining the same purpose. It is easy to mistake it for creative translation as there is a rather thin line between the two. However, transcreation comes with a much greater creative license. You can actually change the original content entirely as long as you stick to the same concept and deliver the same message as the original.
In many ways, transcreation is like translation with a very high level of localization. It is much more than just changing the words of the original into the target language. It makes sure that the new audience can relate to the translated content just like it was specifically written for them. It can make use of local references and cultural knowledge in order to elicit a better response from the reader.
How Is Transcreation Different from Translation?
Technically speaking, transcreation is a part of your general translation strategy. In order to identify between transcreation and ordinary translation, you can consider the following differences between the two.
Transcreation is done by copywriters
Although there are some translators that are also copywriters, not all of them are. Most of them do have a high level of fluency in both the original and the target languages. However, they do not necessarily have the creativity and flair that is needed in order to produce an excellent transcreation.
Transcreation is based on a brief
Translations are always based on an original text, which is only to be changed into a different language. Transcreations, on the other hand, might also be based on an original text but they are also based on a brief that contains more precise instructions for what the client hopes to achieve with the output. The brief might include creative ideas that the provider can work from in forming the new content.
Transcreation is usually more expensive
With the higher requirements in terms of skill and creativity, it only makes sense that a transcreation usually costs more than a regular translation. In general, translation companies charge per translated word. With transcreation, on the other hand, the billing is done per hour or per project, and the overall cost is usually higher.
Transcreation can deliver a new message
One of the strict requirements of translation is that it should relay the same message as the original. With transcreation, the goal is not to simply duplicate the original text in another language but to relay the same message in a way that is relevant and enticing to the new audience. Localization is very important in transcreation, and this often means modifying the original message but maintaining the same intent.
Transcreation is mainly used for marketing
Translation is the appropriate choice for technical documents and content that is meant to give information. If the text is for marketing and other similar purposes, transcreation is usually the more appropriate choice.
Transcreation can create new content
Much more than an ordinary translation, transcreation usually involves the creation of new content that is specifically tailored to the new audience in the target language. As such, transcreation providers also have the ability to advise clients on how they can improve the creative element of their product or service, and the business as a whole.
Use of Transcreation in Business
Transcreation can be a very valuable marketing tool for your business, especially if you want to reach out to global customers. Translation can make more people understand your content but transcreation can actually reach out to them and entice them to become more interested in what you have to offer. This is because of the element of creativity involved.
Transcreation does not limit you to what is written in the original text. It gives you the opportunity to be relevant in foreign cultures and communities. It makes you sound natural and authentic. To the people who see your content, it will be as though your content is specifically talking to them, and is not just an extension of your original marketing campaign.
An Efficient Blend of Translation and Localization
The best kinds of transcreation services are those that combine impeccable translation skills with unparalleled localization strategies. It is provided by linguistic experts that are not only fluent in the source and target languages but also have a high level of creativity and can write engaging and relevant copy that can translate into positive results, helping the client achieve their objectives.
If you are still confused and are still wondering, what is transcreation, there’s no need to worry because our highly competent team here at Circle Translations will be very happy to handle everything for you. Just give us a holler and find out more about how we can help you with your transcreation needs and in growing your business.
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