What is transcreation? How can brands use it to enhance their work?
\nTranscreation is far more than translation, and different to localisation. It\u2019s not just about converting content to make it authentic and reflective of local markets, but about creating concepts and campaigns within these markets that can be part of a larger, global campaign.<\/p>\n
It\u2019s is a concept used by many creative and translation agencies, but often these agencies confuse transcreation with localisation. While translation focuses on modifying language, localisation focuses on making that language understandable in local markets (you might have the right words, in the right order, but does it make sense culturally?)
\nTranscreation takes localisation a step further. Why \u2018localise\u2019 content when you can have the people who live and work in those countries coming up with creative concepts themselves? Concepts that fit the global campaign, but which are born of the local market.
\nLocalisation is no substitute for transcreation. One gives you authentic, creative ideas generated by those who inhabit the culture, while the other translates fixed ideas to fit the local zeitgeist. Both have a role in brand campaigns but it is important to understand the difference.
\nWhen I asked our Languages Director, Richard Simcott, what his definition of transcreation was he responded: \u201cFor me, it\u2019s using an original idea in one language and using copyrighting skills in the new language. This renders a sleek version that works in the local market, using references and language that can be appreciated by the local audience on their terms.\u201d<\/p>\n
Transcreation enhances the impact of language. Translating and localising content focuses on the clear communication of a message. Transcreation cares not only about the clarity of the concept, but the emotion and the power of the idea.
\nWhen we\u2019re trying to shape a message to fit, or be understandable by, a local market, it\u2019s easy to be so focused on getting the words right that we forget the vital active voice behind it. Brands want people to act, and transcreation helps ensure that the message is heard and felt.
\nIn short, transcreation gets results. It means the brand isn\u2019t just talking to its audience in their own language, but it\u2019s also thinking in it.<\/p>\n
As specialists in social media management, Emoderation knows how to create content that resonates with international markets on a variety of social channels. The campaign must lie at the heart of all content, but marketing to different regions must come from the local creative team if brands want powerful global campaigns.
\nSocial content needs to grab people\u2019s attention. It needs to stand out from the \u2018noise\u2019 of social information that we all need to filter every day. If the language is passive, or if the idea behind the content doesn\u2019t resonate with those reading it, the message probably won\u2019t be read \u2013 never mind acted on.
\nTranscreation requires people who can think creatively and write powerful copy that delivers results. It means brands giving their local teams the authority to create for their own markets. Translation and localisation are vital parts of the marketing process, but transcreation can add to the creative thought process. Brands that want to engage local markets via global campaigns need to identify the core message of the campaign and let their specialist teams create concepts from the ground up.
\nTranscreation requires people who can think creatively and write powerful copy that delivers results. It means brands giving their local teams the authority to create for their own markets. Translation and localisation are vital parts of the marketing process.<\/p>\n