Transcreation: How to adapt your marketing message to multiple languages to expand your brand to different markets
Posted: Sun Dec 15, 2024 8:58 am
Globalization has led many companies to spread their marketing campaigns to other countries, which may require execution in multiple languages and for different cultures. To overcome this challenge and make the message effective, we must successfully implement a transcreation strategy.
This doesn’t just involve translating or rewriting content, it also considers SEO localization and other Content Marketing techniques to ensure the right message reaches the right people and achieves its intended purpose.
Carrying out this process effectively makes your Digital Marketing strategy profitable and, best of all, will prevent you from suffering financial losses and damage to your image.
Join us as we explore this topic in depth!
What is content transcreation?
Transcreation is the fusion of two words: translation and bermuda email list 40999 contact leads creation . It is a complex form of translation that preserves the original intent, context, emotion and tone.
It is originally conceived by marketing and advertising professionals because its goal is to duplicate the message carefully, seamlessly and without the public realizing that a translation ever occurred .
Ultimately, the finished product must provide the audience with an emotional experience that is identical to the main message, while remaining natural.
Creative freedoms are essential in transcreation, so for it to be successful, an approval process must be implemented with the buy-in of a brand manager specialized in the campaign's target market.
Have you heard about Red Bull’s campaign in the Chinese market?
This is a great example of how this process can be used to increase conversions .
The energy drink giant transcreated its entire brand to appeal to the Chinese consumer. This involved not only altering its text slogans, but also the colours , images and shape of the packaging.
Today, the Chinese version of the drink that “gives you wings” comes in red and gold cans, as these colors symbolize prestige and luck in China, influencing consumer behavior and brand perception .
Transcreation and translation: Are they the same thing?
The main difference between transcreation and translation is the creative freedom within the marketing strategy to ensure that the message is appropriate and attractive to the target market.
In a “traditional” project, the first step is a translation and the second is a revision. At this point, the reviewer will check at least the following elements:
terminology;
format and functionality;
spelling;
style, grammar and syntax;
punctuation marks;
special characters;
date and time format, measurements, numbers;
telephone numbers, technical numbers;
company-specific information, copyrights and trademarks;
precision.
Transcreation will take all of this into account, but will also cover other elements:
target audience of users;
tone of voice;
bias-free language;
sense and style;
SEO keywords;
images used.
When translating, we must remain faithful to the choice of words, style and tone, ensuring the accuracy of the original text.
But with transcreation, the transcreator uses their understanding of the target audience and adapts these elements according to their expectations of the brand .
While translation works perfectly for technical and legal documents, marketing materials such as websites, advertising slogans and other brand factors that consist of and are affected by a number of different aspects, need to be transcribed to ensure their engagement with the target audience.
This doesn’t just involve translating or rewriting content, it also considers SEO localization and other Content Marketing techniques to ensure the right message reaches the right people and achieves its intended purpose.
Carrying out this process effectively makes your Digital Marketing strategy profitable and, best of all, will prevent you from suffering financial losses and damage to your image.
Join us as we explore this topic in depth!
What is content transcreation?
Transcreation is the fusion of two words: translation and bermuda email list 40999 contact leads creation . It is a complex form of translation that preserves the original intent, context, emotion and tone.
It is originally conceived by marketing and advertising professionals because its goal is to duplicate the message carefully, seamlessly and without the public realizing that a translation ever occurred .
Ultimately, the finished product must provide the audience with an emotional experience that is identical to the main message, while remaining natural.
Creative freedoms are essential in transcreation, so for it to be successful, an approval process must be implemented with the buy-in of a brand manager specialized in the campaign's target market.
Have you heard about Red Bull’s campaign in the Chinese market?
This is a great example of how this process can be used to increase conversions .
The energy drink giant transcreated its entire brand to appeal to the Chinese consumer. This involved not only altering its text slogans, but also the colours , images and shape of the packaging.
Today, the Chinese version of the drink that “gives you wings” comes in red and gold cans, as these colors symbolize prestige and luck in China, influencing consumer behavior and brand perception .
Transcreation and translation: Are they the same thing?
The main difference between transcreation and translation is the creative freedom within the marketing strategy to ensure that the message is appropriate and attractive to the target market.
In a “traditional” project, the first step is a translation and the second is a revision. At this point, the reviewer will check at least the following elements:
terminology;
format and functionality;
spelling;
style, grammar and syntax;
punctuation marks;
special characters;
date and time format, measurements, numbers;
telephone numbers, technical numbers;
company-specific information, copyrights and trademarks;
precision.
Transcreation will take all of this into account, but will also cover other elements:
target audience of users;
tone of voice;
bias-free language;
sense and style;
SEO keywords;
images used.
When translating, we must remain faithful to the choice of words, style and tone, ensuring the accuracy of the original text.
But with transcreation, the transcreator uses their understanding of the target audience and adapts these elements according to their expectations of the brand .
While translation works perfectly for technical and legal documents, marketing materials such as websites, advertising slogans and other brand factors that consist of and are affected by a number of different aspects, need to be transcribed to ensure their engagement with the target audience.