Translation vs Transcreation, what is it, and how to use it for your target language

While translation involves replacing words in one language with another, transcreation is more concerned with preserving the message and concept. Transcreation allows translators to tap into their creativity and understanding of different cultures to produce content that will resonate with new readers. Unsure of how transcreation differs from translation? Here are 7 ways to tell them apart.

Expert Writer

Transcreation services are usually performed by copywriters who language instead of translators. Translations and copywriting are usually two different services, even though some translators may offer both. People who offer translation services don’t always socialize with or join the same professional associations as copywriters.

Creative Brief in your Target Language

Rather than starting with a source text like translation, transcreation starts with a creative brief in your target language, similar to how you would approach other creative projects. Transcreation will require a detailed explanation of the project, similar to what a copywriter would need. Most translators don’t usually receive a brief, even though it would be useful. Translators are typically given the text and asked to translate it accurately. They explore on their own to figure out what this magic is about.

Don’t just give your transcreation provider text-tell them the creative concept and desired action you want the copy to communicate.

Transcreation can be Time Consuming

The demand for creativity will require more time from the transcreator. Transcreation projects generally require more time than your average translation, therefore costing more.

The Process of Transcreation can be Costly

The standard way to bill for translation services is by the word, but with transcreation, you may be charged per hour or per project. A transcreator is not only a qualified, professional translator but also a trained copywriter. Their rate will be competitive with that of a specialist translator. The quality of a good transcreator is worth the price – they understand how to utilize things like SEO which will in turn make your company more money.

Reediting, recreating, and reworking your brand’s messaging is a lot more laborious than simply translating it to equal language. Transcreation is a service that helps businesses create content in multiple languages that resonate with their target audiences.

Transcreation can Result in the Development of New Messaging

Messaging that was not written with your target segment or audience in mind will likely fall flat. The key difference between transcreation and translation is that with the former, you end up with brand-new messaging that is specific to your target audience, whereas with the latter, you simply get the same message translated into another language.

When translating website or app content, a good translator will stay true to the original text’s meaning instead of being too literal. However, some parts of the message can be lost in translation.

Creative and Marketing-Focused Copy

Marketing texts are more effective when they’re transcreated instead of translated because the former is designed to get readers to act.

Transcreation also Encompasses Advising on the Look and Feel

Providers of transcreation services not only advise customers on how to make a creative asset or campaign but also ensure that it will be accepted and resonate in the target market.

Essentially, transcreation is the process of developing new copy that accurately reflects the voice and message of a brand in another language. We don’t simply translate your text, but rather tailor it to a specific culture so that it captures the essence of what you’re trying to say.