What are the best practices for transcreation of marketing content for different audiences?

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Transcreation is a creative process that adapts marketing content to different cultural and linguistic contexts, while preserving its original intent, tone, and message. It goes beyond translation or localization, which focus more on accuracy and functionality, and involves rewriting, redesigning, and reimagining the content to resonate with the target audience. In this article, you will learn some of the best practices for transcreation of marketing content for different audiences.

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Harini Manisha Talagala

Senior Community Manager @ Social Chameleon | Language Teaching, Translation, Social Media
Muhammad Amine T.

Managing Director - Lokalize?
Alexandre Noronha

Entrepreneur | Author | Mentor

1 Know your goals and audience

Before you start transcreating your content, you need to have a clear understanding of your goals and your audience. What are you trying to achieve with your content? What are the values, preferences, and pain points of your audience? How do they consume and respond to marketing content? These questions will help you define your transcreation strategy and choose the most suitable tone, style, and format for your content.

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Harini Manisha Talagala

Senior Community Manager @ Social Chameleon | Language Teaching, Translation, Social Media
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Transcreation it’s about adapting content to resonate with your audience on a cultural and emotional level. The more aligned your transcreation is with your goals and audience, the more impactful your content will be across different markets! So: 1?? What are you aiming to achieve? Whether it's brand awareness, engagement, or conversion, clarity on your objectives will guide your transcreation process. 2?? Understand Your Audience: get deep into your audience's values, preferences, and pain points. How do they consume content? What drives them to take action? This insight allows you to tailor your tone, style, and format in a way that feels authentic and relevant.

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Muhammad Amine T.

Managing Director - Lokalize?
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When transcreating marketing content, understanding the audience is key. Surface-level translation won’t resonate; you need to immerse yourself in the culture by: ? Researching cultural preferences and communication styles. ? Adapting idiomatic expressions and humor to local norms. ? Considering regional trends and values. ? Opting for native speakers to ensure authenticity. Emotional connection with the audience is what separates "good content" from content that drives action.

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Walter Freiberg

Life & Language Coach ???? | Personal and Professional Transformations in English, Spanish, and other languages
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As a content creator in the Spanish learning industry, I help audiences learn Rioplatense (Argentina/Uruguay) and general Spanish. My goal is to inspire efficient and enjoyable language learning, sharing tools and insights along the way. For my Spanish Novels readers, I offer general content. For those interested in Argentina or Uruguay, I focus on the Rioplatense lifestyle and cultural elements. I always use Rioplatense Spanish in my communication (written, video, audio). My audience knows I speak Argentinian Spanish and is fine with that.

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Marcus Détrez

Serial-preneur humain (+4 business) | Polyglotte (10+ langues), Formateur en langues étrangères @SNAKKAR | Orateur, Coach en prise de parole pour les ambitieux @HEO | Bus dev, Je développe l'artisanat @COMPAGNON NATION
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C'est toujours la même histoire → ETABLIR UN PERSONA → VISION : quelle est l'ambition du public cible → OBJECTIF : quel chemin est déjà parcouru ? Ont-ils pavé la route ? → INTERCULTUREL : qu'est-ce qui pourrait clocher d? à la culture ? Par exemple, les allemands consomment les chaussures non pas en magasin mais en ligne et en achète plusieurs paires nécessairement mais renvoient toujours celles qu'ils ne porteront pas → BUDGET DE LA CIBLE → COMBIEN ONT-ILS → COMBIEN PEUVENT-ILS SORTIR ?

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2 Collaborate with native experts

Transcreation is not a one-person job. It requires collaboration with native experts who have deep knowledge of the target culture, language, and market. They can provide valuable insights, feedback, and suggestions on how to adapt your content to the local context, as well as avoid potential pitfalls, such as cultural faux pas, mistranslations, or legal issues. You should also involve them in the creative brief, the quality assurance, and the testing phases of your transcreation project.

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Marcus Détrez

Serial-preneur humain (+4 business) | Polyglotte (10+ langues), Formateur en langues étrangères @SNAKKAR | Orateur, Coach en prise de parole pour les ambitieux @HEO | Bus dev, Je développe l'artisanat @COMPAGNON NATION
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Travailler avec des natifs c'est un gain de temps et d'argent ! → les natifs sont des mines d'or à savoir interculturel → ce sont des consommateurs de leurs propres pays → ils ont une vision très différente sur leur propre marché

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3 Be creative and flexible

Transcreation is not a literal or mechanical process. It is a creative and flexible one, that allows you to experiment with different ways of conveying your message and engaging your audience. You may need to change the words, the images, the colors, the layout, or even the format of your content, depending on the target culture and language. For example, you may need to use humor, metaphors, idioms, or slogans that are relevant and appealing to your audience, or you may need to use a different media channel, such as video, audio, or social media, to reach them more effectively.

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Alexandre Noronha

Entrepreneur | Author | Mentor
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A transcria??o vai além de simplesmente traduzir o conteúdo de forma literal. Ela exige criatividade e flexibilidade para adaptar a mensagem de acordo com as nuances culturais e linguísticas do país-alvo. Isso pode significar mudar n?o só as palavras, mas também cores, imagens ou até o layout e o formato do material produzido, garantindo assim que sua comunica??o ressoe com o público local. Algumas estratégias interessantes que utilizamos é a utiliza??o de metáforas e express?es culturais específicas, ou até humor. é sempre importante invertigar e explorar canais de maior aderência ao novo público, como vídeos em redes sociais, como o youtube, para atingir um maior público de forma mais eficaz.

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4 Respect the brand identity and voice

While transcreation gives you the freedom to be creative and flexible, you should not lose sight of your brand identity and voice. Your content should still reflect your core values, personality, and positioning, regardless of the language or culture you are targeting. You should also maintain consistency across your transcreated content, so that your audience can recognize your brand and trust your message. You can use a style guide, a glossary, and a tone of voice document to help you achieve this.

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Marcus Détrez

Serial-preneur humain (+4 business) | Polyglotte (10+ langues), Formateur en langues étrangères @SNAKKAR | Orateur, Coach en prise de parole pour les ambitieux @HEO | Bus dev, Je développe l'artisanat @COMPAGNON NATION
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Bien que tu adaptes la marche, tu restes quand même le transporteur de la Mission de la marque. Donc tu dois en transmettre les valeurs tout en l'adaptant au pays cible mais sans la dénaturer. Il y a en revanche des marques qui seront dures à adapter (genre cochonou dans les pays à dominance musulmane où on ne mange pas de porc)

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5 Test and measure your results

Transcreation is not a one-time process. It is an ongoing one, that requires testing and measuring your results. You should use various methods, such as surveys, focus groups, analytics, or feedback forms, to evaluate how your transcreated content performs with your target audience. You should also compare your results with your goals and benchmarks, and identify what works and what needs improvement. You should also be ready to make changes and updates to your content, based on the feedback and data you collect.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best practices for transcreation of marketing content for different audiences?

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2

3

4

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1 Know your goals and audience

2 Collaborate with native experts

3 Be creative and flexible

4 Respect the brand identity and voice

5 Test and measure your results

6 Here’s what else to consider

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