As discussed in the previous blog, Transcreation is a process that consumes many linguistic and creative efforts. And it does for time and money, too. Accordingly, a business has to consider when and how to use Transcreation for optimization and looks forward to consultation from language service providers.

When should Transcreation be used?

Again, Transcreation should be considered whenever a company would like to adapt its materials for a global audience. To convert scientific or highly technical materials into another language for a professional audience, a direct translation is the most appropriate solution.

When working with more nuanced materials where corporate message, brand and voice require to be understood, such as with marketing or advertising collateral, and some websites or publishing materials, Transcreation may be the best option as its goal is to keep the same intent, style, tone and emotion of the source material in the target language.

That transcreation is right for part of a website or mobile app does not mean it is right for the entire medium or channel. In fact, deploying the highest level of translation service for all content could cost too much and take too long.

How to do Transcreation effectively?

First, consider which languages are needed. If content is being translated into multiple languages, are the goal same for all? Perhaps a pilot should be done with one or two languages before a larger multilingual launch. For these languages, one approach might be to translate or localize a very limited amount of digital content such as corporate high impact, high converting content before investing heavily in transcreation for any brand messaging or brand concepts.

Then slice up the content and prioritize it. Are there taglines or cultural references that will not resonate with an international audience? Transcreation uncovers that cultural nuance for each audience so that a company can fully express its message for that market. And which parts really need the most time, effort, and investment? Creative content that requires more local-specific copywriting is what transcreation is. Content that is meant to express the aspirational would be a good candidate for transcreation. But more structured content can simply be translated.

Where a translated product will look very similar to the original material, a transcreation one may be very different from the original. It has been totally reworked from the point of view of overseas audience in order to reach them in the context of cultural ideas relevant to them. Where translation converts a message from one language to another, transcreation can help take the global brand and message and modify it to create intimate experiences and relationships with local target audience. This makes transcreation by far the most effective strategy for today’s global marketing efforts.

Talk to our experts at talk2us@gtelocalize.com to figure out your translation, localization, or transcreation needs.

References

https://www.smartling.com/blog/how-translation-and-transcreation-can-combine-for-a-better-experience/

 

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