WTF is transcreation?
Trans-creation? Sounds a bit… odd? Unnecessary? What’s wrong with translation?
Let’s look under the canopy, shall we?
Transcreation | n | To translate creatively*
I know – wild. It’s actually not as out-there as it sounds. In fact, almost every text you pass on to your professional, human translation partner will be rendered in your target language using at least some creativity. That’s what translators do, it’s our art. Legal and medical/pharmaceutical texts aside, most translation tasks require some creative thinking to sound good in a new language.
Put simply: Words do not have a one-to-one correlation across languages. Words are loaded. Words are expressive. Words are powerful, malleable and artful. Transcreation acknowledges and embraces all that.
Is it necessary?
100%. Transcreation, from a human, takes into account myriad things from cultural sensitivity, traditions and norms in your target locale, through puns and humour, to standing out from the crowd in your target environment This applies all the more to any kind of marketing, advertising, sales or editorial copy. .Want your ad to stand out on the tube? Order transcreation. Want a private dentistry group to start selling your mouthwash product? Order transcreation. Want people to donate to your charity and connect with it on social? Order transcreation.
But wait… it even applies to seemingly simple translation tasks like company newsletters to your international colleagues and new HR policies. It applies to your ESG reporting and even your LinkedIn news flashes. If you’re speaking to a human, you’ll want to speak like a human.
What’s wrong with translation?
Absolutely nothing. Translation and transcreation aren’t siloed. There’s no hard-and-fast line that separates X as a translation task and Y as transcreation. Also, definitions vary; I happen to define most of what I do as transcreation (but note, I don’t work with clients in the surgical industry, for example, and when I do work on mechanical engineering and climate-tech pieces, there’s a lot less transcreation involved).
What you might like to consider, however, is asking your translator or language services provider if they offer transcreation. Then, see if you spot a difference in tone of voice, notice an uptick in traffic or engagement, or if you just like the pieces more. You might be surprised by the difference a drop of human creativity can make to your communication.
📧 In need of transcreation to spice up your copy? 🙋 get in touch! 📧
📷Do you hang out on LinkedIn or Instagram? See you there.📸
*Definitions of transcreation may vary
