What: Geneva, the social messaging platform that combines text, audio and visual tools, has Gen-Z consumers looking for a community to call home. Brands are helping build those hubs, but how they measure the success of the platform is ambiguous.

Why is it important: Social app Geneva launched to the public in 2021 and has seen triple-digit user growth since the beginning of this year, particularly among Gen-Z. Beauty and fashion brands are testing the platform to build hyper-engaged online communities and one-to-one relationships with customers.

The platform does not offer any paid ad tools, though it plans to build monetisation features, like paid access to events, for brands and creators.

Geneva is still small, and without paid advertisement tools, it's difficult for brands to see a black-and-white return on their investment on the platform. That may make it a more difficult sell at a time when tough market conditions mean brands are clamping down on unnecessary spending and limiting experimental efforts.

Rare Beauty's small social media team, already responsible for keeping tabs on its Instagram, Twitter, TikTok and more, currently monitors its Geneva home. Geneva, however, isn't evaluated using the same KPIs (such as likes or engagement rate) as other platforms.

How brands are using the Geneva app