Glossary · Messaging and Hispanic market
Transcreation
In Spanish: Transcreación
Transcreation is the adaptation of a message to another language and culture, so it keeps its meaning, tone and intent, not only its words. It's used for slogans, headlines, ads and calls to action.
Translation and creation at once
The word blends translation and creation. A translator stays close to the original words; a transcreator writes a new line in the other language that does the same job, even if the words change.
Take a roofing company's slogan: “We've got you covered.” Word for word, it becomes “Te tenemos cubierto.” Many readers will understand it, but it sounds translated. A transcreated line, like “Tu techo, en buenas manos,” keeps the original's promise (you can count on them) in words that sound natural in Spanish.
Transcreation also adapts what surrounds the words: the examples, the references and the tone people expect from a business like yours. A playful line that works in English may need a warmer or more respectful one in Spanish, depending on who you're talking to.
Where to transcreate
- Transcreate what persuades: your slogan, headlines, ads, social media posts and calls to action.
- Translate carefully what informs: service descriptions, forms, instructions and policies. Then have a fluent speaker review them.
- Leave required wording as it is: legal notices and text message keywords such as STOP and HELP, which carriers require.
In California, where 41.2% of residents are Hispanic or Latino according to U.S. Census Bureau QuickFacts, transcreation helps a Spanish page feel written for its readers, not translated for them.
Transcreation is not a license to change your offer. Prices, terms and promises must say the same thing in both languages.
How to transcreate a message
- 01Start from the intent. Write down what the line should make people feel or do, before you think about the words.
- 02Know your audience. Decide who you're talking to and whether you'll use “tú” or “usted,” and keep that choice everywhere.
- 03Write several options in Spanish. Draft a few lines from scratch, not from the English words.
- 04Test them out loud. Ask fluent Spanish speakers from your audience which one sounds natural and clear.
- 05Keep a bilingual word list. Record the lines and terms you approve, so every piece uses the same words.
Our Hispanic Market Strategy work includes transcreation of key materials: your most important messages adapted, not just translated, so they carry the same meaning and intent in Spanish. For a deeper look, read Transcreation vs. translation.