A word transcreation is a combination of two words ‘translation’ and ‘creation.’ In this process, the translator adapts the content from the source language and sometimes tailors the content to match the cultural values of the target audience’s language. This process is more than just a translation. Though the translator tries to maintain the original tone, context, and style, he/she may take the advice of the cultural or creative experts and sometimes both. Transcreation is mainly required in advertising industries to translate the jingle, slogans, or captions in the target language without hurting the cultural emotions of the target audience.
Transcreation in translation requires a little re-engineering of the content to achieve the optimum brand identification in a foreign land. Some words can be considered as slang in some regions which will hit the cultural sensitivities of the target audience. Understanding this, the language of global advertising has changed drastically. It is not just about English anymore. The target markets need localized content to understand the product or the service. Following this super change, the translation service providers also have experts for transcreation services.
Every business grows when it reaches the international levels. The larger the reach of the company the higher will be the brand identification. The transcreation helps your brand stand on a local and cultural level. Transcreation in marketing is a new trend and many businesses are willing to take it as the main advertising tool.
The future of the product or the service that you provide is dependent on consumer satisfaction and their acceptance of the product. It is very tough to sustain in the global market. The market always demands something different. Even if your product or service is very common, you need to implement various creative ideas to sustain the competition. Transcreation helps you to directly connect with the target market on equal cultural levels. When you sensitize your content according to the culture of the target audience, the probable conversion rate increases.
While translating the content of the advertising the sense of motivation and targeting the audience may get lost. But transcreation can bring both of them on track. The companies pay a huge amount to copywriters to achieve these two targets. It reduces the risk of brand disintegration or miscommunicating the brand. It helps preserve your investment.
Transcreation makes your brand culturally acceptable. There are various benefits for which you should consider transcreating your brand.
This is how transcreation can bring in the personal touch and connect with the customer.
All these terms are confusing as they have overlapping meanings. There is a difference in process, tone, and the approach of the converted content. Each term serves different purposes. Read further to clear this terminology-
Creative industries such as advertising and promotional need services more than just the translations. These industries aim to sell their services or products keeping in mind the cultural connections and feelings. They focus on adding creativity to translated content emphasizing memories and emotions. To keep their product at the forefront, the ad agencies create connections through regional references. The software cannot explain the culture or an AI cannot give the creative touch to the content. Only humans experience cultural and regional differences. So, when brand’s opt for transcreation, they are building a brand image.
Your creative translation is three steps away-
The following five steps are must follow to get the quality of transcreation.
As there is a difference between transcreation and translation, there is a difference in the time required for both too. The transcription takes longer than the translation. Transcreation needs more detailed briefing and brainstorming. To achieve the creative touch to the translated content, the transcreator reaches the client multiple times. There is no definite time for the time required to complete the transcreation project. It majorly depends on the two major factors-
Choosing transcreation as a marketing option can be a little heavier for your pocket. But it assures the desired results. There is no fixed price for creative work such as transcreation. The translation is a word-to-word conversion of the content, but transcreation is the creative translation. It is not as easy as to charge the client according to per word basis. The transcreation services charge the client on a per-project or hourly basis. They are priced like any other marketing agency. The client must pay for all the time that all the creative transcreators are involved in his/her project. The higher the creativity required, the higher will be the cost of the project.
The transcreators are not charged on a per word basis, because they work according to the unit of the meaning. Human creativity cannot be automated, hence the more creative the work is, the more it will be costly. Transcreation also requires translations. When the client aims for more than one market, he/she may demand multilingual transcreations. So, there will be a lot more people involved in the project, including translations.
Knowing all these, make sure to allocate a separate budget from your marketing budget when you wish to go for a transcreation.
You will only approach a transcription agency when you are more specific about serving your target customer. We believe in the same. PEC is known as one of the best translation and transcreation agencies. Other than these two, we are Involved in serving various types of translation services, such as subtitling, voice-over, interpretation, and many more. PEC holds the following qualities to help you get the quality of transcreation-
Transcreation is a creative translation. It is a combination of two words, ‘Translation’ and ‘Creation.’ It is a creative process of translating the content from one source to the target language while considering the cultural difference of the target market.
It is a crucial stage to choose the transcreation service provider. You can consider the following point before choosing a transcreation service provider.
The transcreation is more of copywriting than just a translation. In-Market writers and translators perform transcreation on a collaborative basis. Though there are linguists involved in the process, the prominent work is delivered by the transcreators.
Every agency charges differently. The cost and the time for transcreation mainly depends on-
Transcreation helps businesses grow following way-