Transcreation is basically the process of taking the main thought of a text in a source language and re-creating it in another language. The aim here is to make sure that the translated version carries the same emotional impact as the original text and to evoke the exact same responses in the target audience. This way is believed effective in achieving better cross-cultural understanding and increasing brand loyalty.
But what exactly does it mean? How does one start creating a successful transcreation strategy? And what are the best practices for doing so?
Transcreation is a combination of creative writing and translation. In short, Transcreation is a process of translating written material into another language. This process is different from translation because it involves creativity to write something that makes sense and sells in another language.
Transcreations are becoming increasingly important in marketing as they help to overcome language barriers and build trust. By this approach, transcreations help to open up markets and increase sales. In the early 90s, a few companies like Acclaim Entertainment, Sega, Konami, Nintendo, Namco Bandai, and many others began to use transcreation.
Global Examples of Successful Transcreation
Transcreations are usually done by adapting written content from one language to another. There are many famous and not-so-famous examples of such successful works. Let’s take a look at some of them.
Indian Spider-Man: A famous example of Transcreation was the introduction of an Indian version of Spiderman fighting the wizard in the Taj mahal. The Indian audience connected enthusiastically with it, boosting comic book sales all-time high.
Share a Coke: This was the most successful Transcreation ever. Coca-Cola adapted its trademark slogan to different languages around the world.
The slogan became popular among people in different countries and cultures. And now you know why the brand is called the best-selling product in history.
Tips for Successful Transcreation
Transcreation is the process of translating the text into another language. While there are many different types of translation projects, transcreation is often used to translate written material—including emails, webpages, social media posts, and even blog articles.
The goal of transcreation is simple: maintain the intent, style, and tone of the original message in a foreign language. This requires careful attention to detail, especially when it comes to preserving cultural nuances.
Here are some tips and tricks to ensure your transcreation project runs successfully:
1. Make sure you understand the goals of the project. What do you want to achieve? Who are you targeting? What is the purpose of the communication? Why did you choose this particular piece of writing to translate? These questions will help you determine how much work needs to go into the project.
2. Find out what tools are available. There are plenty of online resources that offer free translation software. However, most of these programs don’t provide enough customization options to make them useful for transcreation projects. If you’re looking for something specific, try searching for the “transcreation tool.” You’ll likely find a variety of tools designed specifically for the task.
3. Decide whether to use a professional translator or a machine learning program. Machine learning programs like Google Translate are great for basic translations. They’re fast, accurate, and easy to use. But they lack nuance and context. Professional translators are trained to interpret culture, grammar, and syntax. They have experience working with similar documents, and they know how to convey meaning effectively.
4. Choose the best format. When it comes to transcreation, images and videos are usually better than plain text. Images and video allow you to include additional information about the document while retaining the same visual appeal. For example, you could add a caption under each image. Or you could embed a YouTube video directly within the translated copy.
Translation takes a message from one culture to another. And while there are many ways to translate text into different languages, few people know how to do it well. In fact, most translators don’t even realize that what they’re doing is translating. Instead, they simply “translate.”
But why does this matter? Well, think about it like this: If you want to understand someone else, you’d probably start by speaking to him or her directly. You might ask questions, listen carefully, and try to guess what he or she is thinking. This works because we all speak the same basic human language. We use words and phrases that are universal across cultures. So when we communicate with others, we often rely on those shared vocabularies.
This approach isn’t always possible when communicating with a foreign audience. For example, consider the difference between English and Spanish. Both languages are based on Latin roots, but the way that words are put together is very different. As a result, some common words don’t work in either language.
For instance, in Spanish, the word for “to eat” is comer. However, in English, we say “eat.” To make matters worse, the word for “I” in Spanish is yo. But in English, we say I. These differences mean that if you wanted to write something in Spanish that could be understood by an English speaker, you couldn’t just copy and paste it verbatim. You’d have to modify it slightly.
That’s where translators come in. They take messages written in one language and transform them into sentences that are understandable in another. Think of it like wrapping up a gift. Imagine that you had a box full of gifts that you wanted to give to your friends. You wouldn’t just go around opening each present and handing it out. You’d wrap them up individually, making sure that each package was unique. That’s what translations are—they turn one sentence into another.