Companies of all sizes are finding it simpler than ever to stretch their boundaries and do worldwide business as the digital era continues to link the global population.

However, entering a foreign market is not as simple as opening a store or advertising that you sell your products there. If you truly want to have a significant presence outside of your own country, you must ensure that you are speaking in the language of your audience.

Translation and localization are frequently the go-to language services for most organizations trying to expand existing marketing efforts into new overseas markets. While translation and localization are frequently adequate to meet many language service demands, certain multilingual marketing campaigns necessitate a more comprehensive approach.

Transcreation requires more resources than straight translation of marketing content, which may prevent brand executives from investing. This approach, however, is sometimes required to overcome language obstacles, account for local ad limitations, and guarantee your material connects with your intended audience.

So what exactly is transcreation and how can it help? If you want to obtain the outcomes you want from multilingual marketing, you must carefully evaluate this question. It enables you to create an extremely effective relationship with new worldwide audiences. Much more effective than a simple translation.

 

Translation vs Transcreation

Translation:

Translation is the process of replacing original text terms with directly translated ones from a new language. Effective for some projects that require source material to be translated as literally as possible, such as medical or technical papers, periodicals, and so on, and may be done using either human or hybrid translation. Some phrases may be split or connected, and paragraphs may be split or joined, in order to make the text flow as if it were originally written in the target language. Some metaphors or imagery might be changed with more appropriate ones for the target culture. The substance, on the other hand, is nearly identical to that of the original text.

Transcreation:

Transcreation is best employed when you want to elicit an emotional response from your target demographic and truly engage with the reader or viewer. It necessitates the personal touch. When developing a marketing strategy, the finest strategy you have is a native speaker of your target demographic. Finding innovative and effective ways to transmit a message is what transcreation is all about. More than just words are required for effective communication. It needs context, messaging intention, and cultural subtleties. Instead than focusing on a precise word-for-word translation, the goal is to express the desired meaning. 

The generated marketing material may utilize entirely different terminology and cultural allusions than the original, but it seeks to elicit the same feeling as the source in a culturally appropriate fashion for the intended audience. This method is frequently used to adapt shorter, highly creative material such as headlines, social media posts, online banners, and TV ads, but it may also be used for lengthier copy such as e-mail campaigns. There is frequently a strong connection between the visual and verbal parts in this style of material.

 

Why is Transcreation Important for Multicultural Marketing?

Transcreated content connects more with your target audience since it is translated and re-created with the target audience in mind and is sometimes quite different from the source material while remaining engaging. Furthermore, it is always sensible to create completely original content for each page on your business or personal website, and transcreation makes this possible.

A multilingual marketing entails more than just a different language. It entails a separate culture, a different way of viewing and experiencing the world. This implies that even if your translation is flawless, your advertising materials may be incomprehensible to your target audience. To appeal to their target demographic, marketers frequently employ puns, slang, comedy, analogies, and pop culture allusions. You’re attempting to express the appropriate things in persuasive ways, but what’s good for one civilization may not be right for another, and what’s appealing to one culture may be baffling or offensive to another.

Similarly, if you’ve spent a lot of money on marketing material, whether for brand awareness, prospect conversion, or foreign reputation, transcreation is a must-have in your global marketing strategy. Knowing when to employ transcreation and how to successfully prepare for it may save you time and money spent on poor communications.

 

Get The Right Multicultural Language Partner

When promoting your business to a multilingual audience, remember to transcreate rather than translate. Choose a language service provider with marketing translation experience when localizing a campaign. Transcreation, often known as foreign-language copywriting, is a highly skilled profession. Marketing translators have the creative writing abilities required to comprehend your original text and adapt it to their culture. 

Even if you or some of your employees are proficient in the languages into which you wish to translate marketing materials, this is a process best left to the professionals. You should not rely solely on multilingual workers to translate your foreign language marketing materials. They may comprehend the target language well, but they lack the skill set of a professional translation. Furthermore, they may lack marketing expertise or experience interpreting marketing materials and business communications.

 

Work with inWhatLanguage  

With our transcreation service, we take the original source material and recreate it into a different language so that it keeps the same cultural context but arouses the same response emotionally for audiences who speak and understand a different language.

Global marketers may relax knowing that the final translation will accurately convey the meaning, style, and tone of the source material. This implies that your material will have the same emotional impact as the original. inWhatLanguage transcreation specialists collaborate with product and brand managers to review content throughout the transcreation process and ensure a consistent brand voice through the development of style guides and glossaries, assisting companies in expanding their brand internationally while maintaining a culturally sensitive marketing approach. Make it happen with our innovative technologies and skilled in-country linguists.