That’s a result of direct translation — the process of translating a text word-by-word without considering the overall meaning.
Transcreation can fix that.
What is transcreation?
Transcreation is similar to translation in the sense that both strategies take content in one language and transform it into another language.
That’s where the similarities end, however. Transcreation solves many of the problems you may run into with translation — poor wording, illegibility, loss of message — by considering the work as a whole. Transcreators can take your company’s content strategy and apply it to another language, ensuring that your message comes across clearly.
Additionally, transcreation keeps in mind the target audience. When you transcreate content into Spanish, you are targeting a different demographic that the one you reach in English. The transcreator understands how to better reach your new audience, and can help you adjust your messaging as necessary.
How can transcreation help my business?
The United States has more Spanish-speaking residents than every country except Mexico.
Yes, you read that right. There are more Spanish-speaking Americans than there are Spaniards or Colombians.
41 million U.S. residents are native Spanish speakers, and that number is expected to grow to over 138 million by 2050, according to the U.S. Census bureau. Spanish speakers comprise an important and powerful sector of the economy, and if you haven’t already started working to bring them into your business, you’re going to have to catch up quickly.
A 2019 Nielsen report on Latinx purchasing power states that “by 2023 the buying power of the United States Latinx population is expected to top $1.9 trillion.” (“Latinx” is a gender-neutral version of “Latino” used by Nielsen in the report.)
Spanish transcreation can help you capture some of those dollars by catering your existing strategy to Hispanic Americans.
What if I’m not a retailer?
Hispanic-owned businesses have grown exponentially in the U.S. in the past decades, and they’re continuing to increase.
Consulting, marketing and law firms are only a few of the many types of organizations that could benefit from working with Hispanic-owned businesses.
In addition to helping you connect with Spanish-speaking clients, transcreation can also be used in legal documents, contracts and other communication to ensure that business runs smoothly even after you are connected with the client.
In reality, a transcreator plays several roles in addition to that of the translator. When you hire a transcreator, you are also hiring someone who provides consulting, marketing advice and outreach — advantages not offered by translation services.
I’m interested. How can I get started?
We are so glad you found this article helpful. Head over to spanishtranslationconsultants.com to get in touch! We look forward to meeting you.