Transcreation. What an interesting word 🤔
If you’ve never dealt with translation before, chances are you’ve never heard of it.
Transcreation is a blend of two words: translation and creation. Simple, right?
When expanding into foreign markets, businesses need to make an impact and truly connect with their audience. That’s where transcreation comes in—helping brands adapt their message creatively, rather than just translating it word for word.
How do you know when transcreation is needed?
It’s not always obvious, as it depends on your brand’s style and tone.
Generally, content that benefits from transcreation includes:
âś… Ads, taglines, and payoffs (essential for marketing campaigns)
âś… Social media posts (to maintain engagement and relatability)
âś… Editorial content (to ensure brand storytelling resonates across cultures)
For brands with a strong, distinctive voice, transcreation is valuable even beyond these areas. A creative approach ensures your branding doesn’t get lost in translation.
Why does transcreation cost more than translation?
Unlike standard translation, transcreation involves:
- A deep understanding of the target culture
- Copywriting and marketing expertise
- A collaborative process with multiple creative options
When you request transcreation, you receive not only the adapted text but also:
📌 A back translation—a literal translation back into the original language to help you understand the new message’s impact
đź“Ś Detailed commentary on word choices and cultural considerations
A single tagline or slogan can take hours—sometimes even days—to craft, ensuring it evokes the same emotions and engagement as the original.
The investment is worth it. Just think of how much a company gains when a transcreated campaign successfully wins over a new market. Now, that’s priceless!
Have you ever heard of transcreation before? Do you think your business could benefit from it?
If you’d like to learn more, drop me a line!