Transcreation is the process of taking content in one language and recreating it so that its tone and style remains true to that of the original message, rather than plainly translating it into another language.
Transcreation is most suited for content such as creative marketing copy and advertising material across a range of different media, and aimed at a variety of markets and demographics. A creative spirit is essential for projects requiring transcreation as, often, the content will include linguistic idiosyncrasies.
Sometimes, a source-to-target translation won’t provide the right kind of impact or fluency you’re looking for, especially if your material is advertising or marketing content. If the piece is intended for a young demographic, straightforward translation or even a more fluid transcreation process, can miss the subtleties of humour, language and culture often involved in content created for B2C markets.
In these cases, it is time to move beyond translation and transcreation to a purely creative service. Working from a brief designed by your company, a piece of content can be created that infuses energy and passion into your campaigns in any target language.
The finishing copy-editing touches on any piece of written, translated or transcreated content can be the deciding factor between a ‘yes’ or a ‘no’ from your prospective client or board. Typographical mistakes, poor grammar and incorrectly used words can easily be missed by the writer themselves.
And it isn’t only freshly created content that benefits from a copy-editing process. Content which has been translated or transcreated from a source language into a target language will also profit from this secondary review process. For instance, if content has been machine translated or translated by a non-native speaker, it is often imperative that it be proofread, reviewed and/or copyedited, particularly for B2C products.
Social Media and Blog Writing
At Alpha, we have helped some of our biggest clients to develop their social media presence and run targeted campaigns to boost their online profile.
Our teams include specialist content writers and social media professionals who will create a strategic social media calendar featuring campaign material and hygiene content specific to your industry. Content that will enhance your brand presence and reflect your brand message.