DNA to completely withdraw from X

DNA has been serving its customers on X (formerly Twitter) since 2012, i.e. over 12 years. However, the company now believes that X is no longer serving its objectives as intended.

"I believe that the core of social media is genuine interaction and community. We want to be present on channels where we can build open and caring communities and share engaging content. That's why we are now focusing on platforms that support these goals. In recent years, DNA's X-account has mainly served as a contact channel for our services, and the number of such contacts has also decreased significantly," says Julia Arko, Brand Manager at DNA.

DNA's Digital Life 2024 study shows that Threads, owned by Meta, had become as popular as X in Finland in just one year. Threads was launched in 2023.

"Threads is a platform that allows us to interact more with people. It allows us to engage in conversations, evoke positive emotions and build trust – exactly what we want. We want to inspire people and make our brand more relevant and engaging," says Arko.

DNA will operate in Threads on channel’s own terms and, especially at the beginning, by purely contributing to the conversations rather than making its own content. DNA will activate on Threads during March.

DNA will continue to offer customer service, dialogue and content on its social media channels Facebook, Instagram, LinkedIn, YouTube, TikTok and Threads. In addition, customer service will remain available in DNA Stores, via phone and on the DNA’s website or in the Oma DNA app via chat or contact form.

Media enquiries:

Julia Arko, Brand Manager, DNA Plc, tel. +358 44 044 8092, julia.arko@dna.fi

DNA Corporate Communications, tel. +358 44 044 8000, communications@dna.fi

Digital Life 2024 survey (in Finnish): https://www.dna.fi/digitaalinenelama