TRANSCREATION VS. MULTILINGUAL COPYWRITING: CHOOSING THE BEST STRATEGY FOR GLOBAL SUCCESS
In today’s global marketplace, brands are increasingly aware of the need to connect with diverse audiences across multiple languages and cultures. This has led to a rise in demand for both multilingual content creation and transcreation services. But which strategy is best suited for your business? In this article, we’ll explore these different approaches as experts in both transcreation and copywriting.
Transcreation: The Culturally-Adapted Translation
Transcreation is a creative approach to translating content into another language, adapting the text to fit the target market. In simple terms, this technique uses the original copy as a reference but transforms it into something new, infused with cultural nuances, idioms, humor, and emotions that feel native to the audience.
Slogans and wordplay are some of the best examples of where transcreation excels.
In a few words, transcreation involves recreating that slogan in a way that retains its original effect while resonating with the cultural context of the target market.
Multilingual Copywriting: New Market, New Copy
Multilingual copywriting involves creating content directly in multiple languages rather than translating or adapting it from an existing source. This approach allows for a more tailored message from the outset, with content creators who are native speakers of the target language developing messaging that aligns with the brand’s objectives while being perfectly suited to the local audience.
This strategy is more brand-centered, developing campaigns specifically for markets with distinct linguistic and cultural landscapes.
And What About SEO?
Search engine optimization (SEO) is a critical factor in any content strategy, and both transcreation and multilingual copywriting must incorporate SEO strategies to make the content effective.
With transcreation, keywords and phrases must be carefully adapted to ensure they are relevant and effective in the target language while still maintaining the original message’s intent. This requires a deep understanding of both the language and local search behavior.
Multilingual copywriting allows for the development of SEO strategies from the ground up in each target language. This can result in highly optimized content that performs well in local search engines.
Comparing Transcreation and Multilingual Copywriting
When it comes to choosing between transcreation and multilingual copywriting, the choice depends on several factors:
- Cultural Sensitivity
Transcreation is particularly effective for markets where cultural sensitivity is paramount. Because it adapts content to suit local tastes and cultural references, transcreation is the preferred strategy for campaigns that rely heavily on emotional appeal, humor, or culturally specific elements. It ensures that the content not only makes sense but also resonates deeply with the audience, maintaining a consistent message across all markets and languages.
On the other hand, multilingual copywriting can be equally culturally sensitive but often starts from a more generic, brand-centered approach, where the content may differ significantly in each market. It is a good choice, especially for markets with widely varying cultural contexts.
- Consistency in Brand Messaging
If maintaining a consistent brand voice across all markets is crucial for your campaign, transcreation is often the better choice. Transcreators work closely with the original content and brand guidelines to ensure that the tone and message remain consistent, even as the wording and cultural references are adapted.
Multilingual copywriting, by contrast, offers more flexibility but requires stringent oversight to maintain brand consistency. Since the content is created from scratch for each language, there’s a higher risk of deviations from the core brand message unless all versions are meticulously aligned.
- Time and Resource Investment
Transcreation can be more time-consuming and costly than straightforward translation, but it’s often more efficient than creating multiple pieces of content from scratch. It’s a middle-ground approach that balances creativity and resource efficiency.
Traditionally, multilingual copywriting has demanded significant time and effort, as each piece of content is developed independently, leading to longer lead times and higher costs. It’s an ideal approach for businesses that want to invest in fully tailored content for each market.
However, generative AI has been a game-changer in this sense, assisting content creators with drafts that, while still needing review and optimization, can yield faster results.
- Impact on Local Markets
Both transcreation and multilingual copywriting can have a significant impact on local markets. Transcreation, in particular, delivers content that feels both authentic and engaging. Both strategies are powerful tools for campaigns where the goal is to build strong emotional connections with the audience.
Which Strategy is Right for Your Business?
The decision between transcreation and multilingual copywriting depends largely on your business goals, resources, and the nature of your marketing campaign. If your priority is to maintain a consistent brand message while making cultural adaptations, transcreation is likely the better choice. It offers a balance between preserving the original content’s intent and making it resonate with a new audience.
On the other hand, if your campaign calls for highly localized content developed specifically for each market, and you have the resources to support it, multilingual copywriting may be the way to go. This approach ensures that your content is as authentic and effective as possible in each target language.
conclusion
When choosing between transcreation and multilingual copywriting, there’s no one-size-fits-all answer. Both strategies have their strengths and are suited to different types of campaigns and markets. By carefully considering your objectives, audience, and resources, you can choose the approach that will deliver the best results for your brand.
At Kosmos Lingua, we can help you identify the best strategy for your campaign, considering your goals, audience, and resources. We will ensure that your content speaks directly to your target audience in a way that is both meaningful and engaging, driving your brand’s international success.