Transcreation vs. Translation

In today’s global market, businesses need to communicate effectively with diverse audiences across borders. Language is at the core of how your message resonates with different cultures, whether you’re entering new markets or expanding existing ones. However, when it comes to adapting content for international audiences, there’s often confusion between transcreation and translation.

At Bubbles, we focus on providing high-quality translations services ensuring accuracy and cultural relevance. While transcreation might sound similar, it’s a distinct process that serves a different purpose in your global marketing strategy.

Let’s explore the differences and help you understand how to integrate both effectively.

 

What is Translation?

Translation is the process of converting content from one language into another while preserving its meaning and context. It focuses on ensuring that the original message is accurately conveyed in the target language, following the rules of grammar, syntax, and style.

For businesses, translation is crucial for materials like:

• Technical documents
• Product manuals
• Legal contracts
• Marketing materials

The primary goal is to ensure that the content reads naturally in the target language while staying faithful to the original message. This is essential for legal documents, technical content, and product information, where precision and clarity are key.

 

What is Transcreation?

Transcreation, on the other hand, goes beyond translation. It involves adapting the content, not just in language but also in tone, cultural references, and intent. The process is more creative and often used for highly emotive or brand-sensitive content.

For example, an advertising slogan might require transcreation to capture the same emotional impact in a different language. Transcreation can involve rethinking imagery, humor, or even entire campaign structures to align with local customs and values.

Typical uses for transcreation include:

• Advertising campaigns
• Taglines and slogans
• Social media content
• Creative marketing materials

 

Adapting Content for Translation

While we don’t offer transcreation “as a service,” we understand its value in certain marketing contexts. This is where you, the client, come into play.

Before we begin the translation process, we encourage our clients to adapt their content to suit the target audience’s cultural and emotional expectations.

This could involve adjusting:

• The tone of voice to match local preferences.
• Key messaging to align with cultural values.
• Humour or idioms that may not translate well across borders.

By adapting your content before translation, you ensure that the translated message resonates with your audience without losing its emotional power.

For example, a marketing campaign that works in the UK might need tweaking for a Japanese audience, not just in language but also in how the message is framed.

 

How to Decide Between Adaptation and Translation?

Here are some guidelines to help you determine when to adapt content and when translation alone will suffice:

• Brand and Marketing Materials: If you’re working with highly creative content such as advertising campaigns or taglines, you may want to adapt your message before the translation process begins. A more localised approach will ensure the tone and emotional impact resonate with your audience.
• Technical or Informational Content: For technical manuals, product documentation, or legal content, translation alone is the best approach. Accuracy, clarity, and consistency are paramount in these areas, where creativity plays a limited role.
• Cultural Nuances: If your content involves humour, idiomatic expressions, or local references, consider reviewing it before translating. This can prevent potential misunderstandings or loss of impact when reaching an international audience.

 

Why Accurate Translation Matters

Even if transcreation or adaptation is necessary for some parts of your global marketing, accurate translation remains the backbone of international communication. Without it, your brand risks losing credibility and trust with global audiences.

Our team ensures that every piece of content is meticulously translated to capture your brand’s essence while maintaining precision. We also work closely with clients to help guide their content preparation process before translation to maximise its effectiveness.

When expanding your brand globally, it’s important to understand the roles of both content adaptation and translation. While we focus on delivering precise, culturally relevant translations, you may want to adapt certain marketing materials before they reach us. This collaboration ensures that your message, tone, and brand identity stay intact as you engage with new markets.

By working together, we can ensure your global marketing strategy is a success—no matter where in the world your business takes you!