Transcreation: Adapting your message for global impact
Transcreation goes beyond simple translation. It's the art of recreating content in a new language while maintaining its original intent, style, tone, and context. It ensures your message resonates with the target audience on a cultural and emotional level, driving engagement and achieving your business objectives.
What to look for in a transcreation freelancer
Finding the right transcreation freelancer is crucial for successful global communication. Look for individuals with:
- Native fluency in the target language
- Excellent writing and editing skills in both the source and target languages
- A deep understanding of cultural nuances and sensitivities
- Experience in your specific industry or niche
- A strong portfolio showcasing successful transcreation projects
Main expertise areas to inquire about
When interviewing potential freelancers, explore their expertise in:
- Specific industry knowledge (e.g., marketing, legal, technical)
- Content types (e.g., websites, brochures, advertising copy)
- Regional dialects and cultural variations within the target language
- SEO and keyword localisation
- Experience with transcreation tools and software
Relevant interview questions
Here are some key questions to ask during the interview process:
- Can you provide examples of successful transcreation projects you've worked on?
- How do you approach adapting content for different cultural contexts?
- What is your process for ensuring accuracy and cultural sensitivity?
- How do you handle challenges or ambiguities in the source text?
- What are your preferred tools and resources for transcreation?
- Describe a time you had to adapt a culturally sensitive message. What was your approach?
Tips for shortlisting candidates
To effectively shortlist candidates, consider the following:
- Review their portfolios for relevant experience and quality of work.
- Assess their communication skills and responsiveness.
- Check their references and testimonials.
- Request a small test translation or transcreation sample.
Potential red flags to watch out for
Be wary of freelancers who:
- Offer suspiciously low rates.
- Lack a professional online presence or portfolio.
- Are unable to provide clear answers to your questions.
- Focus solely on literal translation rather than cultural adaptation.
Typical complementary skills
Transcreation often goes hand-in-hand with other skills, such as:
- Copywriting
- SEO/SEM
- Localisation
- Content marketing
- Project management
Benefits of hiring a transcreation freelancer
Hiring a skilled transcreation freelancer can bring numerous benefits to your business, including:
- Enhanced brand image and credibility in new markets.
- Increased engagement and conversion rates through culturally relevant messaging.
- Avoidance of cultural misunderstandings and potential PR disasters.
- Access to a wider global audience.
- Improved communication with international clients and partners.
Real-world examples of transcreation in action
Here are some specific examples of how transcreation is applied in real-world projects:
- Adapting a marketing campaign for a new country, taking into account local customs and preferences. For example, a slogan that uses humour might not translate well directly and may need to be reimagined to achieve the same impact.
- Transcreating a website for a global audience, ensuring that all content is culturally appropriate and resonates with users in different regions. This might involve adapting imagery, colour schemes, and even navigation to align with cultural expectations.
- Localising a mobile app for different languages, including adapting the user interface and in-app messaging to reflect cultural nuances. This ensures a seamless user experience regardless of location.
By understanding the nuances of transcreation and partnering with a skilled freelancer, you can effectively communicate your message across cultures and achieve your global business goals.
