What is Transcreation?
Transcreation is the adaptation of the text into a target language while meeting certain constraints that require creativity to overcome. A transcreator can veer from the source text to achieve a high priority desired goal while maintaining the original intent of the source. Transcreators are knowledgeable of all goals and have the creativity skill to accomplish them.
Translating Tweets or Google AdWords
For instance, when translating Google AdWords, or Tweets, most of us know that there is a character limit constraint that cannot be exceeded. But does this limit change with other languages? Yes, if you are dealing with double-byte languages. It gets even trickier when mixing double-byte with single byte characters as is often the case with Asian languages. If the character limit is exceeded, the string or ad will be truncated or not allowed.
Furthermore, search engines prohibit the use of certain words in their allowed ads. This list of words varies with different languages. If you simply translate while abbreviating to make sure that the character length is met, your ad may still be rejected.
Another important requirement is the proper use of keywords in the ads and in the keyword list. Will language translation of keyword suffice? Are these translated keywords used frequently by web visitors? Are they very competitive making your ads ranked low on the ad list, or driving your bids up? All these factors vary with each language and should be considered in the design of the campaign.
Translating Website Landing Pages
Your transcreation team will also be concerned about the naming of the landing pages. Often file names are not converted by language translation companies. But file names make a big difference in the SEO ranking. What about meta-tags and alt tags? Are you considering translating them?
Translating Ad Campaigns
You can simply translate your ad campaigns and hope that all the language variables will not cause you serious technical problems. Once the ad campaign is launched however, make sure you allocate a huge budget to pay search engines and expect lower return on investment, for your campaign will not be optimized as it would with correct transcreation.
Companies pay small fortunes to PR Agencies to create and nurture their brands locally. Equal energy should be applied when taking these brands global. Many slogan, local idioms and adages don’t apply internationally. If you are planning on reusing your local brand overseas, give it the thorough transcreation and validation diligence that it deserves.
Don’t Be Penny wise and Pound Foolish
Although transcreation is more costly than standard translation, transcreation’s return on investment for banner ads, PPC ads, Social Media postings, Tweets, and keywords is significant. Don’t be penny wise and pound foolish; hire transcreation professionals that know what they are doing!
- Video Game Audio Translation, Software Localization & Transcreation - June 11, 2016
- Local Translation Services Enhance Hyperlocal Marketing - April 13, 2016
- Translation Marketing Obstacles for Bilingual Demographics - April 11, 2016
- Web Page Translation by Homo sapiens - March 30, 2016
- Are You Lactating? Cost of Localized Foreign Translation Mishaps - March 21, 2016
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Why Choose GlobalVision?
To put it simply, Experience! We are professional project managers, subject-matter-expert linguists and engineers who have been performing top quality translations for 20+ years. We can separate art (language) from science (format) and then fuse them together seamlessly and efficiently allowing your words to be meaningful and presentable in all languages used. Our quality and customer service are second to none in the industry, and we have the data to prove it!Please Share!