Transcreation is in high demand today. Global brands, advertising agencies and translation companies are seeing the need to use transcreators to meet target audiences’ expectations by increasing the relevance of their marketing communications. But what are some myths and truths around transcreation?
For my third and last article on transcreation prejudice, I have chosen to address a rather specific issue that links transcreation with a brand’s digital marketing and advertising efforts.
#3: Transcreation can be used as a one-size-fits-all solution for a brand’s marketing campaign across platforms.
Transcreation is in high demand today. Global brands, advertising agencies and translation companies are seeing the need to use transcreators to meet target audiences’ expectations by increasing the relevance of their marketing communications (MarCom).
So you've identified the need to use transcreation for your next project. You are an online business willing to hire transcreators to do their best at conquering a target audience within a certain market. Or you are a translation company in dire need of expanding your lines of business and meeting clients’ demand for transcreation.
When it comes to translating a brand’s marketing assets from one language to another, it’s not enough to just spot the need for transcreation instead of regular localisation.
You have to be aware—and let your clients know—that just as the creative and marketing teams have not used exactly the same catchy line on a blog post when they crafted the copy for a web banner or a Facebook ad, so will be the case with the transcreation team: in all likelihood, it will be necessary to adapt the source copy to fit the different formats and character limits posed by the various ad platforms the brand aims to use.
LISTEN TO THE FIRST EVER PODCAST ON TRANSCREATION!
I'm Delfina Morganti Hernández and I am the creator and host of Founded in Transcreation, the first podcast🎧 on transcreation, where I delve into how brands cross borders. Listen to the podcast on Anchor, Spotify and YouTube.