What’s the difference between translation and transcreation?

by Target Language Translation Services

- September 21 2021

How do you know when you need transcreation instead of translation? Both are common language service options, but differ quite a bit. Knowing what your translator means when they utilize these terms will help you make sure you order the right translation service to receive the results you need.

What is Transcreation?

Transcreation is the merger of two words: translation and creation. It’s an intricate form of translating that maintain the original style, intent, context, emotion, and tone. While creative translation will generally include some of your original content, which is just a reworking of specific ideas. Transcreation will often be a totally reimagining of your content so that it better resonates with a different culture.

Originally conceived by marketing and advertising experts, the aim of transcreation is to duplicate the message thoughtfully and seamlessly, without audiences realizing a translation ever occurred. The finished product should give the audience an identical emotional experience as the source message.

The process of transcreation

The expert producing the transcreation must have the skills and knowledge to not only know the cultural nuances of both languages, but must understand the “spirit” of which the original message was created. In the process, the transcreator may also take creative liberties and make significant adjustments to the translation to remain its original meaning. With special attention given to the end user, all content created should resonate with audiences from a cultural point of view.

In addition to translated copy, transcreators can also give advise about the look and feel of the client’s campaign. The expert will make sure that all creative, such as imagery, color, and layouts, align and will resonate with the local market. Again, the aim is not just to translate text but to evoke emotion with proper cultural adaption across all fractions of the campaign.

How to improve the process of transcreation?

Because of its dynamic strategy and attention to various aspects of a campaign, transcreation has become a focus within the translation industry. To better improve the complex process, it’s vital that the source copy is final before moving it into transcreation. Last minute adjustments can disrupt the transcreation process and extend projects past deadline.

Also, because creative liberties are often utilized in transcreation, it’s extremely beneficial to have an approval process in place with sign-off from a relevant product or brand manager within the target market of the campaign.

How is transcreation different from translation?

If you're still not completely sure how transcreation differs from translation, here are some ways to distinguish between the two:

Transcreation begins with a creative brief

Transcreation starts with a creative brief, just like your other creative projects do in your source language--because a transcreator behaves like a copywriter, they’ll need a brief. Therefore, instead of simply offering the transcreation provider the texts, you’ll need to provide clearer ideas of the creative concept and the desired action you are hoping to trigger with the copy.

While a translator doesn’t normally get a brief, even though one is always useful. Translators tend to be just presented with the text and told to work their magic. It’s left up to them to figure out what this magic involves.

Transcreation professionals are writers

Usually, people who produce transcreation services are copywriters in other languages instead of translators.

Some translators also happen to provide copywriting services in other languages, but in general, these are two different services, and the people who offer the services are not always part of the same professional associations and networking groups.

Transcreation brings new messaging

Usually, messaging that was written for one target segment or audience will not resonate with a completely different group.

With transcreation, the result is brand new messaging that is targeted and localized, while with translation, the result is new words in another language, but with the same messaging. For instance, a good translator will translate website content “in the spirit” of the source text without being too literal, but even so, the message can lose impact in the process of straight translation.

Transcreation tends be costly

Translation is typically billed by the word, whereas transcreation is billed by the hour, or sometimes by the project.

Billing per word is not a precise refelction of all the work a transcreator does to recapture and recreate your brand's messaging, since the idea isn't just to translate with equal language. Meanwhile, transcreation is a creative service, more like copywriting, graphic design, or video production. Therefore, transcreation usually takes longer than translation. The cost is justified. A good transcreator who is mindful of things like SEO will contribute to higher profitability.

Transcreation is for creative, marketing-focused copy

Translation is perfectly suitable for informative text, but when text is objected to trigger an action from the reader, as marketing text usually is, transcreation is simply a better fit.

The similarities between translation and transcreation

Specialized translation skills are essential for both.

Specialized writing skills in the native language are also essential for both.

Inability to be put in a box. Neither the translator nor the transcreator does the same job each time. The same expert can have the skills to do both jobs. They then adapt to what the customer needs and draw from both skill sets as necessary.

This article is reprinted from The Translator’s Studio, TERRA TRANSLATIONS, and SMARTLING.

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