Transcreation Services

Frequently Asked Questions

• What is transcreation and what is its purpose?

  Transcreation is a specialized service that goes beyond traditional translation. While translation focuses on accurately transferring information or knowledge from the source text to the target language, transcreation aims to convey the original message of the text and create an emotional connection with the new target group. To trigger this effect, the translator is allowed to deviate from the original text and translate more freely rather than word-for-word.
  
  This is especially crucial for marketing messages and brand slogans, where the sucess of a campaign depends on engaging content that resonates with the target group. Another aspect is advising customers on adapting content to the language and culture of the target country, e.g. by changing colors or imagery. For example, a picture at a soccer game would probably have a greater effect on viewers in Europe than a picture at a baseball game. In the USA, it would be the other way around.
  
  To make sure that the transcreation aligns with the customer's brand it is common that the transcreator or even copywriter recieves a thourough brief on the corporate branding and campaign goals.
  
  Language solution providers such as Seprotec enable companies to reach a global audience by effectively communicating their campaigns in different languages.
  
  

• When should you use transcreation?

  There are many use cases for transcreations in the business sector. Primarily, transcreations are used in the creation of marketing content, but they are also widely utilized in the localization of videos or in the field of ecommerce.
  All in all, they are needed in any area where a brand's message needs to be recreated for an international audience or the target text is supposed to be translated more freely.

• How much does a transcreation cost?

  The cost of transcreation can vary depending on factors such as the target language, the expertise of the transcreator and the level of creative translation required. But it is safe to say that a transcreation is usually more expensive than a regular translation, since the translator has to spend extra time and energy to effectively convey the message to the new target audience. For example, it can take much longer to recreate a slogan or tagline than to simply translate the words.
  
  Transcreations are therefore usually charged on an hourly basis, but in some cases a price per source word can also be applied.
  
  Do you want to know the price for a specific project? Contact us and we will provide you with a free, no-obligation quote.

• What is the difference between transcreation and regular translation?

  While translation focuses on linguistic accuracy and transmitting the meaning of the content, transcreation is the process of creatively adapting source text into a new copy that resonates with the target group in their native language and culture.
  
  This involves assigning a skilled linguist who is also a copywriting expert to ensure that the message and creative content connect with the new audience. This creative process results in a new copy that maintains the essence and intent of the original while being tailored to the in-market audience.
  
  To achieve this, the turnaround time for transcreations can be longer. After all, the process of adapting the content and formulating it more freely requires more time than a regular translation.
  
  In addition, a creative brief is required for the preparation of a transcreation so that the language specialist can correctly reflect the brand voice in the target language.

• What does a creative brief for transcreations include?

  When creating a transcreation brief, it's important to cover all the bases for a successful outcome. You should therefore start by outlining the topic as well as any brand guidelines and corporate identity requirements to ensure they align with the company's values. For consistency and accuracy, make sure to enclose a comprehensive style guide, including an example of transcreation that you like.
  
  Providing details about the target group will further allow the team to tailor the content accordingly.
  
  When diving into a transcreation project, the key is to ensure that the essence of the original copy is accurately captured. Always keep in mind that transcreations are about incorporating local idioms, cultural references, and creative strategies to truly engage with the target audience.
  
  Getting input from subject matter experts can help ensure that the ideas and concepts are effectively conveyed in the final product. So why not contact a LSP like Seprotec during the planning phase and start a discussion about your requirements.