Translation vs localization vs transcreation: what's the difference?

Translation

Translation converts text from one language to another, keeping the meaning accurate. It is the right service for documents, manuals, support articles, product information and most text where accuracy matters more than style. The best results usually come from translators who work into their native language and know your subject area.

Localization

Localization adapts content for a specific market. Besides translating, it adjusts dates, times, numbers, currencies, units, examples, images and sometimes features. For software and websites, it also deals with text length, because some languages need more space, and with right-to-left scripts. Localization makes a product feel as if it was made for local users.

Transcreation

Transcreation is creative adaptation. It is used for slogans, ads, brand names and campaigns where a literal translation would lose the meaning, humor or emotion. A transcreation writer recreates the message for the new audience, sometimes with completely different words. It costs more than translation per word because it is closer to copywriting.

Budget and timing also differ. Translation of straightforward text is usually quickest. Localization takes longer because it involves checking the result in the real product or page. Transcreation takes the most time per word, as the writer may propose several options for you to choose from, much like a copywriter.

Side-by-side comparison

Ask translators about their specialist areas. Legal, medical, technical and marketing texts each use different vocabulary and conventions, and a translator who regularly works in your field will need fewer corrections and produce text that sounds natural to experts.

Video and audio content

For video, the usual path is transcription first, then translation, then timed subtitles. Our transcription guide and subtitles and captions guide explain what to ask for, including file formats and reading speed. For a fully localized video, you may also need a voice over in the new language.

How to brief a translator or localizer

• Source and target languages, including the regional variety.
• Audience and purpose of the text.
• Glossary of terms and product names that must stay the same.
• Style guide or tone examples.
• File format, and for software, the strings with context or screenshots.
• Deadline and whether a second reviewer is needed.

Context is everything. A single word can be translated several ways; screenshots and notes help the translator choose correctly.

Common mistakes

• Sending text without context, so the translator must guess what short phrases mean.
• Translating a website but forgetting images with text, forms, emails and error messages.
• Using one translation for several regions that use the same language differently.
• Changing the source text after translation has started, without telling the translator.
• Skipping a review of the final layout in the new language.

Plan translation as part of the project, not an afterthought. If you design pages or software with room for longer text and keep all wording in one organized place, every new language becomes faster and cheaper. A glossary of key terms, built during the first language, saves time and keeps your brand consistent in every market you add later.

Finally, think about who will answer customers in the new language. Translating a website or app often brings messages and support requests in that language, so plan for how you will handle them.

Checking quality

If you do not speak the target language, ask a trusted native speaker to review a sample, or hire a second linguist to review. Check that names, numbers and links survived, and that the layout still works. See our translation guide and localization guide for full hiring checklists.