Transcreation The Ultimate Guide to - Spectra Agency
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The Ultimate Guide to
Transcreation
1
The Ultimate Guide to Transcreation 1
Contents 01 What is transcreation? 3 02 History of transcreation 7 03 What is localisation? 9 04 What is multilingual marketing? 12 05 Translation vs. Transcreation 15 06 How to start 20 07 Transcreation for SEO 26 08 Technical translation 29 09 Multilingual voice over 32 10 Subtitles 36 11 Multilingual DTP 39 12 eLearning 43
01 What is transcreation?
01 - What is transcreation?
Transcreation, or to some known as creative Language
translation, cultural adaptation, in-language
copywriting, copy adaptation and many more, is
a service utilised by marketing and advertising
agencies. The service provides adaptation
of copy from a source language to another
(or several others), taking into account the type
of content, requirements, goals and the cultures Transcreation
of the language regions. The assets delivered
by transcreation suppliers should have
the same emotions, objectives and “soul” as
Culture Emotion
the master copy. It must have the same voice,
style and meaning while resonating with
audiences in respective languages.
Transcreation is a key player in global campaigns. To create successful campaigns globally,
advertisers must create assets that audiences in local markets are drawn to, just as audiences
in their home markets are. Transcreation aims for audiences to have the same experience with
the original content in any language or market. Due to language and cultural barriers, traditional
translations cannot get the full message across because they are not customised for specific
audiences. Creating translated copy that incorporates the values, beliefs, culture, emotions and
dialects of different regions can be tricky. Failure to consider all of these aspects can result in
missed opportunities in reaching new markets. Therefore, transcreation is important in meeting
these complex demands.
The process of local campaign assets transcreation
Master Master
Consumer
Campaign Campaign
Insights
Strategy Idea
M
as
ter
Campaign Concep
Local Master
t
Campaign Transcreation Campaign
assets assets
(copy / design) (copy / design)
The Ultimate Guide to Transcreation 4
01 - What is transcreation?
Here’s an example: a soft drink brand is
promoting its new fizzy drink and the headline
for the new press ad is Lovely Bubbly. Transcreation is also known as
Transcreation services would need to provide “creative translation”, “cultural
more than simple translations for each of the adaptation”, “in-language
words. It would need to play on the region’s copywriting”, “copy adaptation”,
idioms, the syntax, rhyme (if applicable) and and many others.
spirit that the headline intends to communicate
– ‘Herrlich perlig’ in the German language or
‘fa(bulle)ux’ in French, and so on.
As mentioned, slogans and catchphrases are Because transcreation is complex, it is
common types of transcreation. Oftentimes, important to determine when the services are
the slogan may be different from the source truly needed. BTL (below the line, or internal
language because the words in the catchphrase communications, brochures, POS, etc.) and ATL
do not register the same way with the target (above the line, or newspaper, television, Out
group or because of language barriers. Also, of Home, etc.) are seen as the general divide
rhyming may lose its power when translated into between translation and transcreation. BTL
different languages. Therefore, transcreation normally has more budget constraints, as clients
is utilised in order to communicate the source don’t think it is necessary to spend money on
language’s meaning more effectively. higher transcreation rates.
All media communications can use transcreation, ATL campaigns don’t necessarily need to be
including radio, television, voice overs, print, creative, but must often utilise transcreation
websites, banners and so forth. Basically, it services since a wider and more diverse
can be utilised in all communications where audience will interact with the content. So, it must
creativity is necessary in order to properly relay be adapted to overcome language and cultural
the message. In addition, transcreation can be barriers. BTL may be creative, but since it often
helpful in creative names if product names in has fewer creative aspects such as taglines and
the source language become muddled during is more based on informative copy, it will not
translation. Even small changes can make a big benefit as much from transcreation services.
difference as was shown when the household Slang words and idioms are also complicated,
name brand Jif was launched abroad, but can also be a great way to connect with the
marketers realised many European countries local market if the transcreation copy is done
had difficulties pronouncing the name. It was well.
subtly changed to a more universally accepted
pronunciation, Cif. Transcreation is important in extending inbound
marketing strategies globally. Outbound
Transcreation is used more for shorter and more strategies aim to identify and reach target
creative texts, as opposed to localisation, which audiences. However, inbound strategies focus
is mainly needed for longer and less creative on users that search online content and then
content, also due to the fact that transcreation is visit sites that correspond to their queries. In
much more time-consuming work and becomes order to improve the users’ experience, the
very costly to transcreate large bodies of copy. content they find should not be limited to simply
translated, digital content, but transcreation
content that speaks to them.
The Ultimate Guide to Transcreation 5
01 - What is transcreation?
So, when and how should a marketer choose to use transcreation?
When to use transcreation: Transcreation should be utilised when a brand’s message must
effectively be communicated across different markets. In fact, some think that transcreation is
vital for all marketing content, including brochures, flyers and banners. When brands need their
messages to be culturally relevant for their target audiences, they must transcreate their copy
instead of merely translating it.
When not to use transcreation: Transcreation may not be necessary for technical materials,
since their meaning should be as close to the source copy as possible.
Transcreation process
So, when and how should a marketer choose to use copywriting?
When to use copywriting: Copywriting is key hat that is perfect for fall walks may be more
when new content needs to be created, such engaging for consumers in Scotland than those
as blog posts or articles, in various languages. in Costa Rica.
The main benefit of choosing copywriting over
transcreation or translation is that the original When not to use copywriting: For copy, such
copy can completely reflect the audience and as website text, that needs to follow the brand’s
region the copywriter is writing in – instead of guidelines, transcreation may be more effective
simply translating a post that is not engaging for and consistent than creating new copy.
local users. For example, writing about a wool
The Ultimate Guide to Transcreation 6
02 History of transcreation
02 - History of transcreation
The concept of transcreation is relatively new in the translation industry, gaining its registered
trademark in 2000. The term was first used in the 1960s and 1970s in reference to creative translation
services. It was later used in the gaming industry during the 1980s in order to make games more
entertaining and relevant culturally within different regions. Basically, names, scripts, scenery and
characters needed to be more applicable to various countries. Furthermore, transcreation benefits
were fully acknowledged in the 1990s when advertising agencies understood that more in-depth
translated services were needed for global campaigns.
Currently, transcreation has become more mainstream in terms of translation services, becoming
increasingly more vital for international suppliers. In fact, as transcreation became ever more popular,
new teams were created by advertising agencies, which specialise in providing said services.
Where is transcreation used most?
48% Consumer products
8% Manufacturing 41% Travel & Leisure
11% Life sciences 35% Computer/video games
15% Financial services/banking/insurance 17% Software/high-tech
Source: Common Sense Advisory
In academia, the term transcreation has been and poetic function. Accordingly, the goal of this
used for around 60 years in association with type of copy is to create a text that resonates
literary texts. In 1957, Indian poet and scholar with readers and is, likewise, alluring with its
Purushottama Lal used this word to describe his words. Most descriptions of transcreation focus
translation from Sanskrit to English of classical on the cultural implications and purpose over its
Indian drama. He explained that “the thing creative writing services, making transcreation
to do is to attempt to preserve not only the a mixed bag of translation and copywriting.
Sanskrit language but Hindu tradition, which
it enshrines”. Lal aimed to portray the “spirit” Creativity is not the only thing that is vital
of the copy and repurpose it in English to for effective transcreation. Successful copy
another audience, “trying to reflect, somehow, adaptations are never word-for-word; they also
the cultural source”. However, for marketers involve creativity. Referring to transcreation
and advertisers, transcreation copy exclusively as creative translation does not imply that
refers to marketing and advertising copy. translation is not creative. However,
transcreation and translation should be
Advertising and marketing copy is known as considered as different services altogether.
two functions of language, cognitive function
The Ultimate Guide to Transcreation 8
03 What is localisation?
03 - What is localisation?
Localisation is similar to transcreation in that it adapts content to resonate with a market’s culture,
language and other nuances. The main goal of localisation is to allow the audience to interact with
content that is familiar to them. Like transcreation, these services are particularly used by marketing
and advertising industries especially within software, gaming and entertainment.
Localisation process
Translation services ensure that the main message in the source language is communicated fully.
However, translation and localisation differ because localisation takes into account – not only the
language – but all regional elements that give the target audience an organic experience.
To create effective localisation communications, localisation objectives should be included in
campaigns strategies from the very beginning. This way, websites, apps and products will be
planned and built in a way that supports content in new locations and languages. This will also save
on localisation costs in the long run. Even when products are not internalised, localisation can still
be applied, but will incur more costs and longer development. It is time-consuming and takes a lot
of resources, but will reduce costs once the materials are distributed to different markets.
It is vital for companies to budget localisation costs in reaching new audiences. However, the
localisation and distribution of marketing assets in local markets are very valuable in creating
demand. Therefore, any multilingual touchpoint, such as landing pages, emails, blogs, whitepapers,
news and web content should all be localised. All should consider the region’s language, cultures,
idioms, colours and images, addresses, time, numerals, dates, etc. As language and culture become
more complex, the price becomes higher.
When budgeting for localisation, marketers should employ a localisation supplier who can help with
technical audits. Localisation costs are dependent upon the languages needed, content, formats,
The Ultimate Guide to Transcreation 1003 - What is localisation?
graphics that must be adapted and many other services.
A brand’s marketing assets in their source language should have a distinct “voice”, which should
be as apparent in any language. So, creating style guidelines for marketers and content creators to
follow is vital in keeping brand consistency. In addition to setting quality and content requirements,
guidelines will help to create a consistent tone on a global scale. Elements, such as keywords,
acronyms and abbreviations should be used consistently no matter the market. In addition, reference
materials, such as glossaries or indexes can help content creators follow the style and tone of the
content.
Isn’t transcreation just localisation?
Localisation is a translation that incorporates a region’s language and culture, so it is indeed, quite
similar to transcreation. However, there are some crucial differences:
Transcreation copy is creative. Texts that are localised can be creative as well, however,
the copy should stay as close to the original as possible. Transcreated copy may need to
divert from the original copy for it to resonate more accurately with the local audiences.
Transcreation copy is more emotional. The audience should feel the spirit of the text,
which may or may not occur in localisation copy.
Transcreation and localisation content is different. Because transcreation deals with
creativity and emotion, it works better with specific types of content and less with
others. Transcreation is great for copy involving brand names, slogans, and social
media. Localisation, on the other hand, works well with content, such as video games,
websites and applications. For example, localisation should be applied for the call-to-
action, “Enter your name and surname”. This phrase must be localised according to
different regions because some countries write names differently. However, no emotion
or creativity is necessary, and therefore, does not need transcreation services.
The Ultimate Guide to Transcreation 1104 What is multilingual marketing?
04 - What is multilingual marketing?
Multilingual marketing is vital in reaching new audiences, helping to increase sales and
bolster growth. An exponential number of users can be reached in communicating to new markets
(and in new languages) in comparison to only marketing to a brand’s home country.
Digital marketing allows brands to create business globally without needing to have staff on the
ground. Brands may choose to open hubs, warehouses or local offices in top-performing markets,
but unless local services are needed, physical location may not be the primary priority. Global
marketing strategies can be cost-effective and of course, there will be an initial investment when
adapting global strategies, but the cost benefits will immediately outweigh what it takes to grow a
healthy market share.
For example, if a brick and mortar business planned to expand their market, their option would be to
open new shops or offices in new territories. New premises, new staff and additional overhead can
be costly. When expanding digitally, brands can enter new territories much more cost-effectively,
using the same approaches with slightly different strategies.
If a brand’s home market is in Finland, hypothetically, their digital reach is around 5M users. When
localising products and marketing in German, the brand’s reach can potentially grow to over 90M
users digitally. Naturally, the size of the audience corresponds with the number of people who speak
the target language.
The Ultimate Guide to Transcreation 1304 - What is multilingual marketing?
Assets that have already been created can be reused in multilingual marketing. Localising existing
materials will save time and money because new content and strategies are not necessary for the
same campaigns. Besides, all content does not need to be localised – only content that will resonate
best in local markets and for new target groups.
For brands with locations around the world, multilingual marketing offers better management and
transparency. Multilingual marketing allows for centralised management, while local staff acts as
support in the various countries in terms of localising brand communication. This helps the brand’s
communications and campaigns to be effective and consistent throughout each local market.
Internet World Stats states that English is the most effective language, especially when aiming to
reach the widest audience. However, the English-speaking audience does have drastic differences
when it comes to location and culture, e.g. US versus Canada, UK, Australia and New Zealand.
English is a safe option because the audience is so vast. Also, the odds are that there is at least one
staff member, even in the local markets, who can communicate in English. However, it is often the
case that a language other than English is the master. In this case, while new markets can be reached
in English, the local language is more useful because audiences prefer to receive communications
in their native tongue, according to their culture, habits and shopping behaviours.
The Ultimate Guide to Transcreation 1405 Translation vs. Transcreation
05 - Translation vs. Transcreation
Translation is the act of translating content, such as words, phrases, sentences, articles, poems
and so on, from one language to another. Translating copy employs native and bilingual translators to
transform the message and, still, keep the meaning of the original content from the source language.
Transcreation, on the other hand, involves both creative writing and translation work to include the
culture and nuances of a region, while communicating with audiences in their native languages.
Translation often uses copy editors from respective countries that specialise in creative copywriting
in order to portray the “spirit” of the message.
Translators should only translate texts into their native language, even though they may be fluent
in another language. This guarantees that the linguistic subtleties of the language are taken into
account. Additionally, translators should specialise in specific fields, such as accounting, design
or law. This allows them to more effectively translate content from specific industries that other
translators may find difficult.
Translation process
So, when and how should a marketer choose to use translation?
When to use standard translation: Translation is the most cost-effective service because
the translator does not have to use creativity in the same way transcreation experts must. If
a region’s culture does not in any way affect the content and the brand language isn’t a key
element, standard translation should suffice. For materials, such as catalogues, training and
user manuals or other copy that should strictly depict the original text, standard translation
is usually sufficient.
The Ultimate Guide to Transcreation 1605 - Translation vs. Transcreation
When not to use standard translation: Standard translation isn’t the best option when
distributing content over various regions because it does not take cultural nuances into
account – what may resonate in one specific region may be alien to another. What may be
catchy in English may not make sense at all in German. In fact, a literal translation of a phrase
in English, without acknowledging cultural differences, may very well unintentionally offend
your target audience.
Translation vs Transcreation
Good transcreation is made possible by high-quality translation. The text is not translated verbatim,
but focuses on the target audience’s reaction to the message. Therefore, it is important that the
“spirit” or concept of the original text in the source language is completely re-established. So, the
transcreator no longer has to “stay true” to the exact language of the original text.
Here’s some differences between transcreation and translation services:
1 A transcreator must excel at, both, translating and creative writing.
2 Transcreation content is usually in short form, such as logos, posters or commercial scripts.
Translation rates are normally dependent upon word count, whereas transcreation services
3 usually billed by the hour.
4 Marketers supplying the original copy must provide the original concept, the objectives of
the message and how the audience should react to the message in the best-case scenario.
Master text Direct translation Translated text not Master text Copy Adding Transcreated copy
excluding cultural fully resonating transcreation creative flair to fully resonating
adaptation with local including cultural the transcreated with the local
audiences adaptation copy audience
The Ultimate Guide to Transcreation 1705 - Translation vs. Transcreation
Advertisers often use literary techniques, such as wordplay, double entendre, puns or humour.
Unsurprisingly, these sorts of phrases can be quite difficult for translators to translate into other
languages. For example, “shoot” in English can be used in regards to film, golf or weapons.
Therefore, a brand that makes golf equipment may use the double entendre, “nice shot.” However,
the phrase may not mean a thing in another language; they’re just merely two words. Effective
transcreation recreates the original message and the impact that it has on its audience, even if it
does not necessarily use the same words.
In terms of pricing, transcreation rates charge at least quadruple per word than what a local translation
service provider might charge. A common practice is to budget transcreation costs by the hour and
effort needed to provide effective services.
FedEx had a slogan of just four words, “The World On Time.” Translating this simple phrase at a
per-word rate would be less than a dollar. However, hundreds of thousands of dollars were invested
in creating such a powerful slogan. The effort it takes to transcreate a phrase such as this cannot
charge per word. Even though these services seem small in comparison to long-form text, such as
technical documents, more attention is needed to successfully achieve a good transcreation.
Manuals that are used occasionally may contain some grammatical errors without too much of an
impact, whereas pre-sales materials are much different. Research shows that incorrect language in
pre-sales campaigns can affect the overall results, as most consumers are hard on text they find off-
putting. If the message sounds off to the consumer, they will have a negative outlook on the brand
during the entire buying process. That’s why it is important for transcreation to be as fluid in target
languages as it is in the source language, engaging audiences to interact with or buy products.
Therefore, it is appropriate that transcreation pricing be measured in regards to hours and effort, as
opposed to per-word rates.
Transcreation vs. marketing translation
Transcreation and marketing translation generally provide the same services. However, the
difference is in the fact that, occasionally, the translator is not supplied with the original content. The
transcreator, instead, is given a transcreation brief to be inspired by which is tailored for a specific
audience.
Transcreation and marketing translation usually offer the same services, including rewriting brand
materials and sales collateral for local, target audiences, while redesigning them to resonate
in the respective regions. Brands utilise transcreation and marketing translation services to expand
in countries where the original communications in the source language or word-for-word translations
are meaningless to target consumers.
For example, Nike changed “Just do it” to “Date to Become” for the Chinese market. Even though
many markets around the world reacted positively to “Just do it,” a standard translation for the
Chinese market would not have portrayed the brand’s core message.
The Ultimate Guide to Transcreation 1805 - Translation vs. Transcreation
Marketers must keep many elements in mind when deciding which of these services is most
effective for the success of their global campaigns – including the type of content, objective and
target audience. Employing a combination of the services might be the right answer. For example,
marketers may use transcreation for their slogan, copywriting for their client’s blog and translation
for press releases.
Coca-cola case study
Even before the word truly existed, Coca-Cola used transcreation to its fullest by creating campaigns
that resonated around the world. As an industry leader in global marketing, Coca-Cola created a
simple brand message – happiness. In 1928, Coca-Cola communicated its message in China with
a symbol in Mandarin (Kokou-Kolay), which means “to permit the mouth to be able to rejoice”. The
literal translation, in this case, would be to “bite the wax tadpole”. Coca-Cola’s 2009 tagline, “Open
Happiness” was a universal translation for the United State’s “The Coke Side of Life” message. The
company’s recent “Taste the Feeling” campaign is heavily reliant on local media to reinforce the
brand’s message by creating stories that are culturally relevant.
The Ultimate Guide to Transcreation 1906 How to start
06 - How to start
One of the most important responsibilities of product management is to protect
a brand’s image. Therefore, hiring translation and transcreation suppliers takes a thorough
investigation. Here are some factors to consider.
How to hire
Be sure to hire a translator/copywriter with extensive experience in their field in order to ensure
that the quality of your message is communicated across various markets. Transcreators
should also have marketing experience on top of their writing skills to fully understand
when and how marketing and advertising communications are effectively delivered to target
audiences.
Transcreation should only be performed by native speakers of the target market. It is vital
that idioms and jargon, as well as humour and other emotions, in the local regions are used
organically in the target copy.
Transcreation suppliers should fully understand the culture of the target audience, including
the market, buying behaviours, income levels, shopping preferences and needs.
These are useful tips to evaluate when starting a transcreation project. However, it is also important
to understand the transcreation process. This will also help in choosing the right transcreation
provider and, in the long run, save money on expensive transcreation services that do not meet the
campaign’s requirements.
1 Understand the content
Transcreation is not needed for all marketing content. Transcreation should mostly be used
in creating headlines, taglines and for elements like humour, idioms, puns or jargon because
it can effectively recreate a certain style and voice. Marketing teams should relay whether
certain language, images, colours or idioms can resonate in target markets. It is useful to do
market research and discover how competitors communicate in the same region. Identifying
trends is also useful in creating transcreation on the local level.
Successful transcreation caters to the target audience. Therefore, understanding and
describing the target audience can help suppliers provide effective results. If the transcreator
does not clearly understand whom they are writing for, they may miss the mark.
The Ultimate Guide to Transcreation 2106 - How to start
2 Find out timeframe and price
Transcreation should not be rushed. Therefore, transcreation work should be planned before
launching campaigns into target markets. Naturally, the timing coincides with the amount
of materials needed and in how many languages. It is important to first identify the target
languages and types of materials needed before discussing deadlines with transcreation
providers. Factor in reviews and revisions in the timeline before the final delivery.
3 Create a checklist or transcreation brief
The success of transcreation projects depends greatly on the cooperation between marketers
and providers. Marketers should communicate requirements and expectations so there is no
confusion on the provider’s end.
Before beginning the project, marketers must provide all source materials that need
transcreation work and brand guidelines. Also, it is important to take timing into account,
since proper and effective transcreation should not be rushed. Realistic goals should be set
between clients, agencies, providers and any other players in the project.
The transcreation team should receive a brief detailing the campaigns goals, context, target
markets, target audiences, key messages and languages required. Afterwards, it is up to the
transcreation providers to recreate content that will be successful in the target markets.
4 The transcreation process
After initial planning, the chosen provider begins its transcreation work. The steps include
reviewing and understanding the creative brief or checklist. Then, they must identify similarities
or differences between the source market’s consumer behaviour, culture and language and
those of the target market. After their analysis, the transcreator will have valuable insights
to help them recreate appealing content that will achieve desired reactions from the target
audience. The first round of content will then be delivered for review. Feedback will be sent
back to the transcreation provider to finalise the content.
5 Testing of the new content
If marketers want to test the transcreation content, they can provide consumers with a survey
or platform designated for feedback. It is important to evaluate whether the cultural nuances
or language subtleties have been addressed and the target audience is reacting well with the
new, transcreation content. Marketers can make adjustments or changes during the testing
period in order to create the most effective messaging.
Once the first version of the transcreation copy is completed, a reviewer from the target
region should take a look at the materials. The reviewer should understand marketing, as
well as the product or service being promoted. The reviewer should pay particularly close
attention to the tone of voice, terminology, expressions and decide whether the message is
communicated effectively to the target audience. A second reviewer may be employed to
determine whether all of the transcreation assets are necessary.
The Ultimate Guide to Transcreation 2206 - How to start
Once the original messaging is recreated on the local level, it’s time to design the transcreation
copy.
At this stage, the design work contains two crucial elements:
Typesetting: Designers must fit the new copy into the original layout and format, making sure
there are not jarring line breaks or spaces.
Visual elements: Colors and graphics that resonate well within some markets may not
perform so well in others. The transcreation provider can explain what works best in their
target market, choosing the most culturally appropriate elements for successful localisation.
Let’s look at an example. In the UK, blue is often linked to sadness, as one having “the blues”.
However, in the Middle East, blue has connotations of safety and protection and has symbolism in
heaven, spirituality and immortality.
Creating a Brief
Creating the most effective transcreation marketing content is vital since unsuccessful reactions
from target audiences can have a huge negative impact on global campaigns. Content that does not
sit well with local audiences can affect a brand’s overall reputation, let alone their campaign goals.
A helpful way to avoid transcreation problems is to provide a clear and concise brief.
Clients understand every element of their brand, such as values, goals, requirements, messaging
and so forth. But, they must be careful not to assume that transcreation providers share this
understanding. The more information the clients offer the provider, the more in line the transcreator
will be in delivering the most effective copy. Briefs should be organised and easy-to-understand.
They should begin with general info about the brand and the campaign and moving on to specifics.
1 Background
Briefs should start off defining the brand (providing the brand’s background): Who is the
brand? What does the brand stand for?
Next, the brief should have specifics: Is this a new product or campaign launch? What is the
reason for this campaign?
The background is important for providing context about the brand and project, and gives the
transcreation team more information to work with.
2 Objective
Next, the brief must document clear objectives so that the transcreation team knows exactly
what this campaign sets out to achieve. Transcreation writers should receive as much
information as possible. So, for example, if objectives are to target new customers or build
brand awareness, it should be clearly written in the brief.
The Ultimate Guide to Transcreation 2306 - How to start
3 Specifications
Part of the brief should document the specifics of the campaign, including the target audience,
proposed media channels, subject matter expertise, amount of copy, source and target
languages and so on. Inconsistencies or vague subject matter can reduce the effectiveness
of the transcreation copy. For example, if the brief does not clearly describe the target
audience, the transcreation content may not resonate with its intended consumers. To make
this clear, information like age, gender, location, social position, occupation and more should
be added to the brief.
The tone of voice should also be made clear in this section. That way, the transcreation
materials will align with how the brand communicates with its audience. Transcreators can
develop assets according to these criteria, allowing marketers predict and evaluate the
audience’s reactions – and, perhaps, adjust where needed.
4 Budget, Timelines and Reference Material
Briefs must clearly express the final budget and deadlines that the transcreator must meet.
Any additional references should also be provided in the brief that can help the transcreator
develop appropriate and effective copy.
The Ultimate Guide to Transcreation 2406 - How to start
Transcreation Brief
This brief is to give in-market based transcreators a detailed insight into the target copy in order
to ensure the meaning of the master copy is accurately portrayed in the final output and the copy
speaks to the local audience, both culturally and linguistically.
COPY
Master Language The language provided in the source material.
Target Language(s) The language(s) the source material is to be transcreated to (including language variants or dialects i.e. Brasilian-Portuguese).
Length / Word Count The best estimate for total word count/length.
Characters limit If there is a character limit for the target copy please specify.
Glossary terms If you have brand/product names, slogans or similar where you would like to use your pre-written translation. Please provide
these.
Style References Links/attachments to similar target copy. This should reflect the tone of voice, level of formality, etc.
Background material Style guides, CI, Glossary database, Brand voice etc.
Tone of voice What is the overall tone-of-voice?
Special instructions Provide any additional information that you think might be useful. For example, will you need us to flow the copy into the
artwork?
BRAND / PRODUCT
Brand attributes Provide core values that represent the essence of the brand.
Product benefits What consumers hope to get, feel or achieve when they use your product.
Main message What are the main messages and call-to-actions?
OBJECTIVES / CHALLENGES
Background Provide context for this brief.
Marketing objectives State your marketing goals (e.g. lead generation, develop brand loyalty, increase sales, promote a new product etc.).
Communications objectives State your communication goals (e.g. build awareness, increase product knowledge, retention etc.).
Marketing challenges State challenges from a marketing point-of-view.
Communications challenges State challenges from a communications point-of-view.
TARGET AUDIENCE
Location Target market(s)
Tone of voice B2B, B2C or Internal, NGO etc. Industry _____________
Demographic Audience demographic i.e. age, income level etc.
Consumer insight What motivates them to buy your product?
What prevents them from buying your product?
What are the needs of the target group we are fulfilling?
What would you like the target group to think?
What is the behaviour we are trying to change?
DELIVERY
Feedback Two rounds of feedback and modifications are included.
Format Document format (i.e .pdf, .doc.)
Budget Please enter your budget relevant to this brief.
Delivery Deadline When do you need the final copy by?
ADDITIONAL INSTRUCTIONS
The Ultimate Guide to Transcreation 2507 Transcreation for SEO
07 - Transcreation for SEO
Search Engine Optimisation, or SEO, helps websites become more visible to an online
audience, pushing sites to the top of a search engine’s rankings. For example, if a user searched for
a specific term that relates to a brand, good SEO allows the site to become of the said user’s first
search results. Most brands that expand into new markets need their content translated. Without
good SEO translation, unfortunately, their site may not be visible to their target audience.
Translation does not fit into SEO optimisation strategies since it doesn’t consider local keywords or
how often the target audiences use appropriate keywords. However, transcreation does cater to
both consumers and search engines.
In multilingual marketing, transcreation is vital for SEO. Transcreation materials on a webpage,
including copy, images, symbols and colours can increase engagement and conversion rates in the
local markets. Working together with a dedicated transcreation team, brands can create, test and
optimise their digital communications, thus, improving metrics.
Keyword transcreation is expensive, takes a lot of time and needs specialised staff. However, once
websites in local markets are adapted, local keyword research and transcreation work may be worth
the effort as it raises a brand’s chances to be seen in an online search.
Identifying the right keywords is crucial for SEO, and therefore, the source language keywords are
vital for an effective global SEO strategy. So, before considering transcreating keywords from the
source language, the original keywords must be corrected and placed appropriately on the website.
The Ultimate Guide to Transcreation 2707 - Transcreation for SEO
Working with local specialised partners is important in targeting languages. For example, there are
multiple German-speaking locations, such as Switzerland, Austria and Germany. The term Handy is
used in Germany in reference to smartphones, whereas the German-speaking residents of Switzerland
say Natel. If an international SEO consultant is not within reach for a brand, local staff should be trained
in SEO and keyword transcreation.
Some may argue that “SEO is dead,” but it’s clear to see that organic search can lead more traffic
to sites and, in turn, provide a great return on investment. Sadly, there have been many instances
of buying links, filling content with keywords and violating Google’s guidelines. But, when practised
fairly and correctly – i.e. adding SEO to the website’s structure – gaining awareness and building a
presence in new marketing becomes that much more evident.
The Ultimate Guide to Transcreation 2808 Technical translation
08 - Technical translation
Technical translation involves translating copy that is written by industry professionals and
includes specialised terminology. Professional technical translation agencies employ translators
with specialisations who are fluent in the source and target language and are also experts in the
industry that the copy pertains to. Therefore, general translators may not have the capacity to create
translations, nor are familiar with the terminology needed to effectively deliver the best copy. Because
the translator is not an expert in that particular field, they will have to learn new terminology, which
is time-consuming and susceptible to inaccuracies or errors.
Technical translation is a high-skilled service, but important in globalised communications. Here’s
three reasons why:
Accuracy
Technical terms have precise meanings. For example, a common technical document is a
user manual or product guide. Let’s say that the guide provides information on installing a
new machine in a factory or complex software. It is of utmost importance that the correct
terminology be used throughout the manual.
Differences in format
Aside from their expertise with precise terms, technical translators must also be familiar with
various formatting. For example, financial translators must know that numbers are not always
shown the same way in different languages. A very costly error could be made if commas and
periods were interchanged as in EU versus US formatting.
Compliance
Accuracy is not only important when communicating messages, but can sometimes keep
clients from breaking the law. Technical translators are sometimes tasked to work on patents.
A mistake in the terminology might mean that a brand must forfeit rights they were expected
to have when expanding in a new market. Technical translators who are specialised in this
field should understand the strict details of the law.
The most common error categories:
The Ultimate Guide to Transcreation 3008 - Technical translation
Legal translation is the translation of copy within legal systems, which may differ in each country.
Legal translators must be fluent in the source and target languages and have substantial knowledge
of the original country and target country’s legal system in order to be accurate. Since laws are
formed depending on society and cultures, legal jargon is also regional. The linguist must understand
“legal speech” in both languages to accurately translate the content.
There are also laws that govern various industries, such as media, tech, finance and manufacturing.
Therefore, standard translations are not applicable because of the need for precise wording without
any error. Mistakes can cause delays, financial loss and even lawsuits. International institutions,
global companies, law firms and court registries often require a technical translation who specialises
in law. Content in this field often includes witness statements, legal rulings and precedents, filed
patents, transcripts, official reports, financial documents and contracts.
Cultural Nuance
Technical translation requires complex terminology, but effective translations require more than just
accuracy and understanding the terminology. Localisation services are needed. Technical translators
must understand the important cultural subtleties in the target language in order to create content
with the correct tone and with total accuracy. Since linguistic tones differ from language to language,
it is vital that translators recognise and acknowledge the tone in both the source language and target
one. Giving instructions may seem clear and concise in one language, but seem rude in another.
The Ultimate Guide to Transcreation 3109 Multilingual voice over
09 - Multilingual voice over
Communicating your message effectively to target audiences in their language is crucial when
it comes to video and ads. Using voice over talent local to the target region can help to evoke the
desired reaction brands want from their viewers. Multilingual voice overs can also save on production
costs since brands do not need to produce existing materials again, but simply recreate assets in
the required languages.
Preparation
The script should be scanned for any pitfalls at the beginning of the project. Problems can include
difficult pronunciations, length, wordiness or general problems in how the script was written.
Recording
Recording should be done in a professional studio with the script director and sound engineer
present. The script director should be a native speaker of the language being recorded and directs
the talent to give their best performance. Meanwhile, the sound engineer records the voice over to
match the original video. Here the client should be present whether in person or virtually to approve
the voice over on the spot. Changes needed at a later time mean rebooking the studio, sound
engineer and actor and can be very costly. Background music and subtitles can also be added in
perfect pacing with the action.
Delivery
Once the voice over is completed and post-production work is implemented, a native speaker
should review the final version to ensure that there are no mistakes. If there are no errors, the files
are given to the client to distribute over applicable channels in their respective markets. If the video
will live on YouTube, the descriptive copy should be SEO optimised, utilising the best keywords for
searches in the target languages.
The Ultimate Guide to Transcreation 3309 - Multilingual voice over
Recording the voice-over audio “training” sets
Recording professional foreign-language voice overs for corporate, eLearning, marketing or
entertainment differs in many ways. However, some standards, such as verifying native accents, are
the same. Here’s an in-depth look at the process.
1 Get native speakers – but also look at market segments.
It may seem obvious to employ native speakers of the target language, but occasionally
marketers must be reminded of this fact. For example, if a Japanese voice over is needed for
a video, target audiences may not accept a non-native speaker with a jarring accent. If so, the
voice over is rendered useless.
2 Get native accents – but look at demographics first.
When recording the voice over, speaking patterns for the target market should also be
considered. For example, a Spanish voice over for the Mexican market should have a voice
talent from the country, instead of a Spaniard from Barcelona. The recording should represent
the linguistic nuances as closely as possible, keeping in mind that the volume of people
speaking with certain accents may be greater in some regions than others.
3 That said – look at non-native populations if they are demographically
significant.
In order to record the location’s variety of accents, non-native speakers may be needed to fill
the absence of voice over talent. For example, Los Angeles has many non-native speakers,
so employing non-native voice over talent in order to resonate in this particular region may be
appropriate for the given video. Marketers must consider the accents of the specific location,
the target audience and the objective for recording diverse accents.
4 Hire a fully native & bilingual director to oversee the casting
It is crucial to hire a director who natively speaks the target language, but is also fluent in
the source language and can communicate with the client. A local director will be much more
familiar with accents and dialects for the different regions of the target country.
5 Prepare for non-standard recording setups and requirements
It is crucial to understand the client’s requirements and objectives before hiring talent and
recording. Details must be taken into consideration, such as linguistic variations, file formats
and post-production work. Additionally, each location will have different elements to take into
account, such as accent spread, the amount of non-native accents, amongst others. Proper
preparation is always key to success, but when recording voice overs, going that extra mile
during prep can ensure that the audio will be usable for the video in the end.
The Ultimate Guide to Transcreation 3409 - Multilingual voice over
Added Benefits of Voice over Translation
Voice over translation makes sure that the translated texts flow with the pacing of the original master
video. Post-production teams can clean up the audio, set the correct volume by adjusting high and low
frequencies and implement other edits to create the best sound quality for the video.
The linguist and director should work together to make sure the voice over meets the tone of the original
video. If the original video was made for outdoor gear, the director should choose a linguist who creates
a tone and pacing that corresponds with the product.
Final Thoughts
Voice over translation is crucial in communicating with target audiences in local markets. In fact,
depending on the source video, different styles of voices or other culturally relevant elements may be
implemented. No matter the chosen technique, voice over communicates organically and is able to
portray the mood, tone and spirit of the message in a way that subtitles and transcripts cannot.
The Ultimate Guide to Transcreation 3510 Subtitles
10 - Subtitles
Video has changed the way users spend time on the internet. In the past, social media served
as a photo-sharing platform, however, it now shares just as much video. Vloggers are becoming
increasingly more popular – even more so than bloggers. Cisco expects that 17K hours of video will
be uploaded every second by 2021.
The sheer amount of video available to users makes it all that more difficult to be seen. It is extremely
important for brands to create and distribute video that their audience can truly connect with. A big
part of that is creating high-quality videos with translations that audiences can fully resonate with.
This is where professional audio translation comes in. A specialised provider will transcreate voice
overs that gives viewers the reaction brands anticipate.
In standard voice over methods, an omniscient voice guides the film along. This is mostly used in
documentaries or training videos. Since there is no one speaking on-screen, it is easier to lay the
voice over on the video. However, the audio translation must still be accurate, fluid and match the
pacing of the video’s action.
Good audio dubbing is much harder to pull off. Not only must the message hold true to its original
meaning, but the words should match the talent’s mouth when speaking. This audio style was used
by news reporting. However, there, it doesn’t try to match the speaker’s mouth movements, or lip-
sync. In fact, the newscaster’s voice plays for a moment before the audio translation replaces it. This
approach is used frequently when an important speaker’s (e.g. CEO or politician) speech is audio
translated.
People spend a third of their time online watching video and that number is growing. Video has
become vital for a brand’s digital content repertoire. Luckily, video can be used to interact with
audiences in so many ways, emotionally, instructionally, persuasively and so on. Research shows
that 90% of consumers admit that videos aid them in making purchasing decisions.
The Ultimate Guide to Transcreation 3710 - Subtitles
For brands with global campaigns, videos must be localised for different markets. Since audio
production can be costly, multilingual subtitling can be a great alternative. Subtitles are not only
affordable and can be created quickly, but also appeal to hearing-impaired viewers and many
viewers who watch video with the sound off. In fact, 85% of viewers mute Facebook videos while
watching.
Since Google indexes captions, subtitles can also bolster search results. However, SEO does not
accept auto-translations, so it is not in a brand’s best interest to use a subtitle generator. Professional
translation services can provide important, effective work when it comes to subtitles.
When planning for multilingual subtitles, marketers must first consider which markets the video
will be shown in, and ultimately which language translations are needed. Even more, translations
can portray the meaning of the text, but localised content can register personally with targeted
audiences. So, marketers must also decide on translation versus localisation work.
Once translation and/or localisation is done, the subtitles must be time-coded according to the
action. Since pacing in different languages can be tricky work, automated translations simply can’t
do the job professional translation services can offer.
The Ultimate Guide to Transcreation 3811 Multilingual DTP
11 - Multilingual DTP
Desktop publishing (DTP) involves creating layouts, and formatting documents and graphics
using DTP software along with personal skills which allow the creation of print materials, such
as presentations, user manuals, menus, magazines and even books. Multilingual DTP involves
recreating these translated documents so that they are as similar to the original source document
as possible in terms of layout and design.
Getting Started
The original source template may not remain in its original format after copy adaptation work is
completed. The DTP specialist should evaluate the source file and identify any potential issues.
Creating a template that can implement all of the targeted languages will save time and money.
For example, German and Finnish words are much longer than words in English, so there must be
plenty of space for copy adaptation text. Once this step, referred to as document internalisation, is
finalised, localisation work can be done quickly and within budget.
1 Text Preparation
The DTP specialist takes the text from the original source file into a file format that
is best for the type of content that needs localisation.
The Ultimate Guide to Transcreation 4011 - Multilingual DTP
Translation
The linguist translates the source text, using assets that ensure quality and consistency,
such as Translation Memory, terminology bases, glossaries and style guides.
Translators should not type directly into the source file for a number of reasons. Firstly,
many translators are not DTP specialists and don’t have a clear understanding of tools
like Adobe FrameMaker or Adobe InDesign. Linguists who are unfamiliar with these
2
programs may not know how to realign texts if translation lengths are longer than the
source copy length. Secondly, typing into the source file prohibits linguists from using
Translation Memory. This means that past translations or repeated content are not
utilised throughout the rest of the translation project.
3
Edit and proof
A second linguist (or anyone besides the original linguist) proofreads the translation
in order to avoid any typos, grammatical errors or mistranslations.
4
Text import
The DTP specialist imports the translated copy into the original file format so that the
new copy replaces the source text in the layout.
Linguistic QA
5 Next, quality assurance is performed after the translation. Automated options include
a spell-check in target languages, a punctuation check, a terminology consistency
check (against a pre-set glossary), text not translated, date and time formatting, etc.
Translation
6
Now, the DTP specialist works on the new layout. Sometimes the localised layout may
differ from the original. The template used should avoid text boxes, fonts, graphics,
margins or page numbers, as these can easily be added later and will likely need to be
adjusted anyway. The new layout may need some adjustments because of new text
length or other translation elements.
The Ultimate Guide to Transcreation 4111 - Multilingual DTP
Design QA
7 Finally, a linguist makes a page-by-page comparison of the layout against the source
materials. This is done to ensure that the translated version is as similar to the original
content as possible.
8
Client review
Many clients request to review content before it is finalised. Changes should be made
according to their feedback.
Delivery
9
The final result of transcreation is a deliverable in the original file format, with minor
changes in the look and feel, according to the languages requested. Even the smallest
layout or formatting issues can cause a bad reaction within your target audience, no
matter how great the translation. This is even more apparent on materials, such as
marketing communications, digital or print advertising and packaging. Using a DTP
specialist is vital before distribution.
The Ultimate Guide to Transcreation 4212 eLearning
12 - eLearning
Thirty years ago, bad translations on the internet weren’t evaluated for accuracy, nor did they
tailor to specific audiences. However, in today’s globalised world, requirements are getting tougher.
eLearning is growing rapidly, and as people interact with each other from different countries,
it is increasingly more vital that language be precise and relevant for target audiences. In fact,
success markets in the global eLearning sphere must distribute translations that are more than just
grammatically perfect – the content must use messages in a natural way, no matter the language,
while taking the local culture into account. They must use transcreation services.
Because the internet is exceptionally noisy, eLearning modules that resonate on the local level
in terms of culture and language will create organic trust in the market. Because people tend
to gravitate to others who think and act similarly to themselves, simply focusing on grammatical
translation without considering any cultural aspects loses a great deal of messaging power. This can
make the difference between choosing one eLearning platform over another.
People also tend to interact with content that particularly suits them or peaks their personal interests,
and these are moulded by their community. So, what is engaging in one market may not be useful
in another market, even though on the surface level, they seem to work in the same way. Because
trends move quickly, the time it takes to create the correct messaging may set the line between
success and disappointment.
Better Than Subtitling
Voice over translation is more impactful in comparison to subtitling. When reading subtitles, viewers
must focus on reading the words on the screen and may miss other important details in the video, like
body language, background actions or any other information that should be gleaned from the actual
story. In terms of eLearning training modules, understanding new information without the ability to focus
on visual cues can be detrimental to learning. Voice over translation guides the viewer through the video
and works as a complement to the visual scenes.
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