By Maia Nikitina
Even though they sound similar, translation and transcreation are very different processes and require different sets of skills. In this article, we explain the difference between translation and transcreation and how to decide which one you need for your brand.
What is translation?
Translation means taking a text in one language (source) and producing it in another language (target) in a way that flows as if the text had originally been written in the target language. This fluency is achieved through changing grammar and word order if required instead of translating the text word-for-word. While translators do have the freedom to change the structure of the text so that it reads as well as the original, they still have to remain true to the original text.
What is transcreation?
Transcreation, as the name suggests, combines the translation of a text into a target language with creating or recreating the material in a way that is suitable for the target market or culture. This means that transcreators have the artistic freedom not only to change the text to suit the local market, but also to completely recreate it if required. Think of transcreators as copywriters who also happen to be skilled translators.
False assumptions about translation and transcreation
Some people assume that transcreation is creative while translation is literal. This is not the case. Professional translators don’t translate word-for-word as this renders the resulting text unreadable and unnatural. Even texts that require the highest level of accuracy, such as legal or technical documents, are still changed at the level of sentence structure in order to make the reading experience as seamless as possible.
Both translation and transcreation involve a high level of creativity. The difference is in how it is applied: translators find creative ways to make the translated text flow while remaining completely true to the original, while transcreators use their creativity to transform a source text into new material that may or may not include images and graphics and that will work for the particular target audience and market.
How can you tell which one you need?
If you are translating marketing materials or anything that will be used to promote your brand in a new market, then transcreation is what you need.
For everything else that doesn’t require copywriting in the target language, go for translation.
Things to take into account
Cost: transcreation costs more than translation because you are getting more: not only is the transcreator a qualified professional translator, but they are also a skilled copywriter in the target language. Additionally, they will be paid per hour rather than have a per-word rate.
Deadlines: transcreation can take more time because of the amount of work that goes into creating a brand message compared to translating a text.
Brief or source? Transcreators will need a creative brief that sets out the desired outcomes and gives details of the target markets and audiences as well as brand guidelines, style guides, and any other relevant information and material. Translators are usually given the source material and, if relevant, any style guides and glossaries.
Images and formatting: Transcreators can change and add images, graphics, and formatting to fit the target audience. Translators keep all formatting the same as in the original.
SEO: Transcreation is used for marketing campaigns in target markets, so multilingual SEO is essential both in terms of the content that is being translated into a target language and for the SEO strategy that transcreators work on for the local market.
