Why Does Transcreation Matter for U.S. Hispanic Marketing?

We’re at a tipping point in marketing where communicating with those in the U.S. Hispanic market is more than a recommendation; it’s a necessity.

Professional translators have the ability to translate text from one language to another (in this case, English to Spanish), but when it comes to preserving the context or getting readers to take an action, the message is literally getting lost in translation.

Marketers who want to engage and elicit a response from Hispanic audiences need more than translation services; they need transcreation.

What is transcreation?

Transcreation is the process of taking a marketing concept and turning it into creative copy that encourages a specific group of readers to take a desired action. It goes beyond translating text to generate copy that resonates with a targeted and localized audience.

For example, let’s say a financial institution wants to launch a brand new banking app for person-to-person electronic payments. In creating the marketing copy for an English-speaking audience, the client focuses on the ability to use the app across multiple devices. However, since the U.S. Hispanic market spends most of their time on mobile devices (rather than on desktops and laptops), the client may want to consider messaging that focuses primarily on using the app on smartphones and tablets.

If the client decides to use the same messaging across all audiences, they risk losing the emotional or promotional effect of true marketing. They also sacrifice the impact of a well-crafted message by not customizing it for various segments of the Hispanic market. As you may have guessed, this can lead to a drop in engagement, sales and brand loyalty.

The Takeaway

Translation in marketing is an important step in reaching new audiences in the U.S. Hispanic market, but to really connect with individuals there needs to be an additional layer of buyer investment – what you now know as transcreation.