Transcreation: The Art of Creative Translation for Marketing Content
The process of translating marketing content and website copies requires a unique approach known as transcreation. But what exactly is it, and how can it benefit your company? In this article, I’ll guide you through transcreation, including how to request it, what to expect, and how it works.
What is it?
Transcreation is a word coined from “translation” and “creation” and is also known as creative translation. It involves using the original text as a reference while freely adapting it to the target market. A skilled transcreator can change certain sentences completely, omit parts, or add new ones to convey the message in a way that resonates with the target audience.
When is Transcreation Needed? How is it Different from Standard Translation?
Transcreation is ideal for advertising content such as website copies, newsletters, social media posts, and blog articles. It’s especially useful for persuasive texts that aim to sell your products or services. On the other hand, standard translation is more suitable for technical content, product descriptions, and service descriptions.
What to Expect from a Transcreation Project?
Transcreation is a creative process, which means that the approach is different and typically longer than standard translation. To get the most out of the process, you’ll need to provide a detailed briefing outlining your guidelines, message, voice, and buyer personas. It’s recommended to have a 30-minute call with your transcreator to go through the briefing points and ensure everyone is on the same page.
It’s essential not to rush the process. A skilled transcreator will always send you the first draft for approval and feedback, which is crucial to solve doubts and check style and preferences. Especially at the beginning of the collaboration, it’s normal to go through three steps: first version, feedback, and new version. As you become more aligned with your transcreator, you may skip some of these steps.
For slogans and short copies with puns or cultural references, the transcreator may offer two or three suggestions, allowing you to choose the most suitable one.
Pricing for Transcreation Projects
Transcreation projects are generally priced by the hour. Sometimes, one hour is enough to transcreate 400 words, while a short slogan may require two hours.
The Benefits of Transcreation
The ultimate goal of transcreation is to convey your message to your target audience in a way that resonates with them. A skilled transcreator can adapt the original message to create something new that feels natural to the target audience. This ensures that your marketing content is effective and engaging.
Transcreation is an essential tool for any company that wants to market its products or services to a global audience. By using a skilled transcreator, you can ensure that your message is effectively conveyed and resonates with your target audience. The process may be longer than standard translation, but the benefits are well worth the investment.
If you’re interested in exploring transcreation services further, why not book an informative call with me? I’d be delighted to discuss how I can help you create effective marketing content that resonates with your target audience.