On The House Turns Social Media Clout Into Credit

A new lifestyle platform called On The House (OTH) launched a “credit card” that allows influencers to trade their social-media clout for products and services from participating businesses.

Why It Hits: Every business is looking for a way to go viral — it’s the entire foundation of influencer marketing. Trading goods and services for publicity is the logical next step.

Behind the Velvet Rope: OTH has created a credit card for what’s essentially a bartering system between creators and businesses.

• Influencers with a high number of engaged followers, who post daily content (that includes brand partnerships), can apply for a credit card from OTH.
• If approved, OTH sends influencers a card loaded with $1,000 to $4,000 a week, depending on their follower count, and may only be able to spend up to a certain amount at places depending on their allowance tier.
• Influencers can spend this money at participating businesses, which include Michelin-star restaurants, nights out, cabaret shows, sports and beach clubs, perfumeries, and spas,” according to indy100.
• The price? A couple of Instagram Stories during their visit so that the card can be activated to swipe.

Closing Thoughts: While the post-for-things economy has been going strong for years, OTH seems to be the first company that’s building a platform around that relationship that could scale. Aliyah Jasmine Wan (@aliyahwears), who uses the card, summed it up as, “It’s giving Black Mirror in the best way.”