When you are trying to reach an international audience, your website will need to be adapted in order to meet the standards of the culture or cultures that you want to reach; you will also need to have the proper translation of your marketing content to reach those who do not speak your own national language. However, this is not as simple as it may sound. Neither is it a cut and dry process. When you want to have the greatest results and meet your targeted demographic, you will want to look into the use of transcreation services.


What is transcreation?

Transcreation (or creative translation) is the process of adapting material for a given target audience while maintaining its intent, style, tone and context instead of merely translating it. Different content in the local language is developed to meet business objectives.  Images and layout are also taken into account that tailor the message suitable for the target local market.  The process requires linguistic skills and firm grasp of the targeted culture.

Transcreation expands upon translation by creating new content in the target language after reviewing a content brief with the client. Creating content in the target language, as opposed to translating content from one language to another, allows you to illicit an emotional response by viewers in the source language and working to elicit the same response from viewers in the target language.  

Why do I need it?

Reaching a local demographic is hard enough when you recognize how diverse the cultural implications can be. When you want to reach out to an international audience, the diversity is expounded exponentially, and the job becomes even harder than before. However, with transcreation, your website becomes something that is appealing to whatever demographic or culture you are targeting. For the greatest success and expansion of your company, you will want to have a transcreation of your website; without the transcreation, you will not be able to reach as far internationally.

How can it be accomplished?

Transcreation is not something that is accomplished by using Google Translate. You should work with a professional language service provider who employs a specialized team that brings together the various skill sets and required knowledge to make your process a success. The linguist team at Niki’s Int’l Ltd. is skilled and equal to the tasks set before them; they can help transcreate your website and marketing copy to make it the best possible version of itself. With the help of their specialized teams’ effort, your advertising campaign will reach the demographics you target in ways that are appealing to those various cultures.

Transcreation is a process that can make all the difference in the way your brand reaches an international market. Without the transcreation process your content may not emotionally connect to the cultural groups that you are trying to target, and the messages you share with them may not seem appealing. 

Niki’s Int’l Ltd. is an international language service provider with 20 years of industry experience. As a WBENC-Certified Women Business Enterprise, we can add diversity to your supply chain while delivering amazing language services. If you are interested in receiving more information about how the transcreation process can increase your international marketing, call today to speak with a translation project manager. Call us at 1-877-567-8449 or e-mail us at [email protected].


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