You may have heard the term “transcreation” before, but what is the difference between Translation and Transcreation?
Transcreation is basically a translation process that demands a more creative approach than the average translation. This is a term that is generally associated with marketing/advertising or commercial translations. While standard translation basically consists of transferring certain content from one language to another, making sure that it sounds natural in the target language, transcreation often involves creating new content (in full or in part) that fulfils the same purpose as the original text.
When translating marketing and advertising content, we often encounter puns, double meanings, rhymes and even cultural nuances that cannot be directly translated into another language. Therefore, the solution is to create fresh content in the target language that causes the same effect in the target reader as the source text did in the original reader. It’s all about keeping the identity (and the personality) of the company intact, while making sure the target text is still relevant to the target reader.
Doing transcreation successfully requires skill and it’s not easy, but when done correctly, your company will be able to reap its benefits, with content that feels original, appealing and trustworthy to your target client.
I have extensive experience both in adapting marketing campaigns to Spanish-speaking markets and in creating them from scratch, both as a freelancer and working in-house, within a marketing and business development department.
If you spend a lot of time, money, resources and effort in creating a marketing campaign in your own language, don't waste it all that by simply translating it literally! Hire an experienced and reliable professional who can advise you on the best way to adapt it to the local market, so that it becomes at least as successful as it was in your own country!