For years, digital marketing followed an institutional and impersonal language. But times have changed. Today, the public expects transparency, proximity, and authenticity. The relaxed narrative emerges as a response to this new behavior, transforming the way brands communicate. Why is an informal tone more appealing? When a brand speaks as an equal, it gets closer to the consumer. This approach creates empathy and humanizes communication, making messages easier to understand and share. The characteristics of relaxed storytelling Use of natural language: Short sentences, everyday expressions, emojis, and occasional humor. Conversational tone: The feeling of talking to a real person, not a company. Transparency: Showing behind the scenes, mistakes, or real processes. Format flexibility: From texts in the feed to spontaneous videos and live streams. Results of campaigns with a light tone Studies indicate that lighter content generates higher rates of interaction, sharing, and comments. In addition, relaxed storytelling is particularly effective with younger audiences, such as Generation Z and Millennials. Be mindful of the limits of informality Relaxed does not mean sloppy. It is essential to remain consistent with brand values and ensure quality in writing and visual production. Informal and approachable language is not just a passing trend. It is a natural evolution of digital communication, which requires brands to be more courageous, creative, and empathetic. Want to transform your brand's tone and get closer to your audience? Webhouse helps you adapt your company's narrative to your new digital profile, with strategies that combine relaxation and professionalism.