Although Artificial Intelligence (AI) is evolving quickly, there are two areas where machines still play second fiddle to expert linguists: human translation and human transcreation. So, what is transcreation, when do you use it and how is it different to translation.
These terms are often used interchangeably but they are actually two different processes with different end goals and methods.
We will explore the differences between translation and transcreation and their applications.
Transcreation is a combination of translation and content creation. It is focused on adapting content from one language to another while preserving its original tone, intent, and style.
This process is more than just word for word translation and often requires creative copywriting to ensure it resonates culturally with the target audience and can include modifying cultural references, idioms, and figures of speech.
Translation is the process of converting text from one language (the source language) into another (the target language) while keeping the original meaning.
The main goal of translation is to convey the information accurately, so the content is understood by the target audience in their language.
Translation can be divided into two main types:
Transcreation is different from translation because it goes beyond translating words from one language to another; it’s adapting the original content to connect culturally and emotionally with the target audience.
Transcreation is more suited for marketing and advertising where messaging matters.
You might also like translation vs localization: What’s the main difference?
Still confused, check out the table below. 👇
To see the differences more clearly, let’s compare their key attributes:
| Attribute | Transcreation | Translation |
| 1. Goal | Preserve intent, tone, and emotional impact | Convey information accurately |
| 2. Focus | Cultural relevance and engagement | Accuracy to the source text |
| 3. Process | Flexible and interpretative (involves extensive cultural adaptation and creative rewriting) | Structured and systematic (linguistic conversion) |
| 4. Creativity | High, allows for creative freedom | Limited, follows the source text closely |
| 5. Level of Adaptation | High; includes cultural nuances, idiomatic expressions, and emotional tone | Low to moderate; mainly focused on language |
| 6. Audience | Tailored to a specific cultural and emotional context of the target audience | General or specific, but within the same context as the original audience |
| 7. Output | Text that may differ significantly from the original but achieves the same impact and intent | Text that is close to the original in terms of content and structure |
| 8. Use case | Marketing, advertising, brand messaging | Technical, legal, medical, and academic texts |
| 9. Skills Required | Strong linguistic skills, cultural awareness, and creative writing abilities | Strong linguistic and grammatical skills in both source and target languages |
| 10. Time & Cost | Billed by the hour/project, more time consuming due to the application | Normally billed per word, less time consuming |
| 11. Examples | Adapting a catchy marketing slogan for different countries | Translating a novel from English to Spanish |
| 12. Challenges | Balancing creativity with the original message | Maintaining accuracy and consistency |
Sometimes even big brands can get it wrong. When KFC expanded into China in the 80's, the company translated their world famous slogan "It's Finger Lickin' Good" into Mandarin, but the result was "Eat your fingers off".
This literal translation is a good example to make sure your brand’s message resonates with your target audience and how it will be perceived.
Knowing the differences and applications means content creators and businesses can choose the right approach for their needs. While translation is about accuracy, transcreation is about cultural relevance and emotional connection.
If your content is highly creative and requires people to take action, you need a professional transcreation service such as Guildhawk. We have over 3,000 human experts ready to help.
If you looking to elevate your multilingual communications, please get in touch.