A common question we hear all the time is: What is transcreation? Transcreation, commonly referred to as creative translation, takes the process of translation a creative step further while remaining focused on targeting a set audience.
WHAT IS THE DIFFERENCE BETWEEN TRANSLATION AND TRANSCREATION?
This is another frequently asked question, and understandably so. However, there is a significant difference between the two separate linguistic processes, particularly in relation to high-profile marketing and advertising projects. At first, the meaning of transcreation sounds exactly like that of traditional translation. The transcreator does translate original text into a new language using specialised skills. However, they also develop this process even further in order to effectively and creatively communicate a brand message to a target audience. Translating meaning and translating emotion are two very different actions with different results. Subtle nuances of meaning and structure can often be lost through the process of translation, making creative and punchy copy mind-numbingly literal for the user. In turn, this damages the user experience, narrows the audience from a location perspective, and significantly decreases a product’s conversion rate.
We have an excellent pool of expert copywriters, marketers and translators who can take your brand message to the next level through transcreation, so you don’t have to worry about its complicated and specialised process.
BUILD AN AUDIENCE WORLDWIDE
Transcreation is a complex task, requiring high levels of intelligence, attention to detail, and a creative writing strategy. This is why businesses should invest in bespoke transcreation services like those offered by Global Lingo. The individual producing a transcreation must understand the desired outcome of the product they are translating, because they have been granted the freedom to make significant changes to it throughout the entire transcreation process. When carried out efficiently using expert knowledge and a creative mindset, transcreation makes a product accessible worldwide, eliminating cultural barriers and maximising user engagement and conversion rates as a result. It is an invaluable tool for marketing and advertising because it ensures that audiences are captivated by a brand’s creative language at a global scale.