What does transcreation mean?
More than translation: transcreation!
Transcreation is going a step beyond a simple translation service.
It means adapting a particular piece of content to a new language, but using creative and cultural references to make it as relevant and compelling as possible. It’s a translation that is completely tailored to its target culture.
Different from a word-by-word service in that it must create engagement and meaning for the reader, for this reason the translation process is adapted to reflect these qualities.
Translation + creativity = transcreation
As the word “transcreation” itself suggests, the key concept here is creativity.
Many technical translations aren’t attractive to their readers precisely because they don’t make any effort to resonate with the audience. That’s why transcreation is not an easy process – it involves lots of work to completely adapt a particular project to fit this very special requirement, while always keeping the original objective and goal of the copy in mind.
To do this, being a native-speaking translator isn’t enough – creativity is required!
When words and culture unite
One important concept associated with transcreation services is “culturally adapted content”.
What usually happens with extremely accurate translation projects is that the final result isn’t easy to read – either it lacks flow, or it isn’t interesting enough.
A web localization service with transcreation at its base can solve this problem by basically expanding its horizons. The meaning and original message is kept, but the shape and form is changed by adding relevant references or culturally sensitive words.
Nope, not lost in translation
If translation is the key to reaching global audiences and increasing your project’s visibility around the world, a good transcreation service goes beyond that.
By making sure your copy is engaging enough – regardless of the medium – the transcreator helps your brand’s voice and message to be effective. Images, slang, humor, values – it’s all part of the transcreating kit to craft the best content possible that will effectively strike a chord with your target users.
The transcreation sevice toolbox
By using their experience and the best cultural references at their disposal, great transcreators will strike the right balance between a brand’s global voice and the local needs of each audience.
- Native speaker of language
- Cultural reference and context
- Translation and localization experience
- Creative writing background
- Content marketing perspective
How does transcreation work?
1. First off: a native speaker
Transcreation services begin with a native speaker of the language at hand. For obvious reasons this person will have a significant edge over the entire process.
3. I have a past with translations
A long stint working in the translation business is equally important. This will help a professional to use the best working techniques, tools and procedures associated with each project.
5. What's that thing again? Ah yes, SEO
Your brand’s copy needs to be optimized, regardless of the medium or service. Strategic keywords and search terms should always be considered in either translation or transcreation.
2. Every culture is unique...
…as is every transcreating project. Transcreators use their cultural refences to look at, reconsider, adapt and rework every sentence in the best possible way.
4 - Creativity at its best
A background in creative writing is something incredibly relevant to each transcreation and localization service, because it helps the copy (and its message) to be engaging, entertaining and fun.
6. It's all about content marketing
Whether you’re dealing with headlines, titles, technical writing, slogans or product descriptions, an overall content marketing perspective is essential. After all, you are trying to reach and engage with an audience.
Key Content Transcreation Services
Our end goal is to expand your global audience. We offer translation and transcreation services designed to make each
message as unique, compelling and contextualized as possible.