Introduction of Transcreator
Transcreation is a form of creative translation. Transcreators are marketing masterminds. They understand the brand and know how to best communicate its message in their country. Taglines, slogans, and commercial content in one language can be transformed into something that resonates beyond words in their culture.
Similar Job Titles
- Creative Translator
- Cross-Market Copywriter
- Foreign Language Copywriter
- International Copy Adaptation Specialist
- Cultural Adaptation Specialist
Typical Job Responsibilities
What do Transcreators do?
A Transcreation would typically need to:
- Understand the campaign’s concept, objectives, and expected outcomes; achieve the original campaign’s goal; and elicit the desired emotional reaction and response.
- Have multilingual abilities and subject area expertise; recreate idioms, colloquialisms, language, humour, and slang.
- Understand cultural variations as well as any current political, social, or other issues that will influence how the message is viewed.
- Change the original text significantly to adjust the message so that it resonates with the target audience while being faithful to the client’s brand.
- To guarantee that the message is appropriate to the target audience, write copy, choose visuals, and modify the typeface.
- Ensure that the content does not sound or appear strange to the target audience and that it does not contain text or images with negative implications in the target culture.
- Create search- and user-experience-optimized transcreations for all channels (e.g., websites, online advertising, email, mobile, and video).
- Create a final product that combines newly created content, translated content, and content that has been replicated.
- Participate in a site audit, identifying and correcting errors in product descriptions and other localised material.
- Juniors must be trained and developed.
Standard Work Environment
You must collaborate extensively with the clients to ensure that the final result satisfies their expectations. It is possible that travel to the clients’ locations will be required. Residency in the target audience’s country will enable you to stay up to date on current events as they affect your business. Unless noted, a casual dress code is standard.
Transcreators often work from 9 a.m. to 5 p.m. on weekdays. Timing flexibility is available to freelancers. You may also work on part-time and short-term projects.
Transcreators are typically hired by advertising agencies and corporate marketing departments. Some Transcreators may choose to operate as independent contractors. Finding a new job may appear difficult. Transcreators can improve their job search by soliciting referrals from their network, contacting firms directly, using job search platforms, attending job fairs, leveraging social media, and contacting staffing agencies.
Transcreation is generally employed by:
- Consumer Product Manufacturers
- Life Sciences Concerns
- Financial Services
- Banking & Insurance Industries
- Travel & Leisure Firms
- IT Companies
- Video Game Manufacturers
- High-Tech Companies
Unions / Professional Organizations
Professional societies and organisations, such as the International Association of Professional Translators and Interpreters (IAPTI), are essential for Transcreators who want to further their professional growth or interact with other professionals in their sector or career. Membership in one or more of these organisations adds value to your CV while strengthening your credentials and qualifications.
- Stay creative while remaining brief; go with the client’s style and not your own
- Familiarity with current expressions and the way people talk; fluency in both languages Familiarity with the target audience in terms of interests and personas
Suggested Work Experience
A successful career in Transcreation can be launched with more than five years of copywriting experience, more than two years of advertising experience, or more than one year of experience using translation memory software. Experience with numerous content sources, such as Translation Memory eXchange (TMX) and XLIFF, as well as working in in-house online commerce or Digital Marketing and Product Management, will be desirable.
Reading as much as possible about the field, speaking with a high school counsellor, and interviewing others who work in transcreation are great approaches to further your interest.
A typical Transcreator is a certified native mother-tongue translator with a higher certification, such as a Master’s or PhD (sometimes both) in Communication or International Business.
Certifications, Licenses and Registration
Certification proves proficiency in a skill set, generally by job experience, training, passing a test, or a combination of the three. Voluntary search engine optimisation (SEO) accreditation from a reputable and objective organisation can help you attract better prices, stand out in a competitive employment market, and assist larger companies with their SEO content efforts.
Projected Career Map
Many newcomers to the sector are uninformed of the career options open to them, which means that 40% of graduates quit the field after taking entry-level positions. A Transcreator working for an agency may advance to managerial positions based on experience and work quality.
A Transcreator with experience would be able to easily transition into freelancing and give the personalised experience and quality translations desired by the customer. As a freelancer, you must maximise your use of social media channels in order to advertise your work to individual consumers and language service providers (LSP). Speculative applications to top-tier LSPs will also generate a lot of traffic. As a Reviewer and Approver, you could potentially do a lot of quality assurance (QA) work.
Individuals with more than two current languages proficiency and a willingness to be pushed have the best work possibilities.
Beneficial Professional Development
Copywriting is a common starting point for trans creators. A good writer from any humanities field can readily enter the world of copywriting.
Many marketers are looking for a great, ambitious writer who they can mentor. The following step would be to improve one’s linguistic skills. One can seek certification courses in languages they already know or a master’s or doctorate in communications.
The aspirant must be multilingual, with their mother tongue and target language being the same. A thorough understanding of the target market would also aid in the flow of ideas. Transcreators must also be subject matter experts on the knowledge being localised.
Conclusion of Transcreator
Global advertising flops are always amusing. The “Fiat Uno,” for example, sold poorly in Finland because no one wanted an automobile that indicated the driver was an “idiot” (Uuno). This is where Transcreators come in, dissecting a text and rewriting it so that the emotion and message are customised to the target group’s language and culture. They know what works and what doesn’t!
Advice from the Wise
Have a thorough awareness of advertising legislation as well as the target audience’s media and business backgrounds.
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