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Maximiliaan Van Kuyk/OTH Network
- A new card from OTH Network is gaining traction among influencers for redeeming products and services.
- This fintech platform tailored for influencers utilizes AI to connect brands with creators.
- After producing sponsored content, influencers can utilize their earnings directly at participating businesses.
A fresh card designed specifically for influencers is making waves as they swipe it at various restaurants and retail outlets to claim products and services.
The card is part of the OTH (“on the house”) Network, a fintech platform that focuses on influencer marketing. This innovative service employs artificial intelligence to track brand-related content and facilitate connections between creators and marketing opportunities. Influencers leverage the OTH app to access offers from local establishments. After generating sponsored posts, they can spend their earned credits in person at these businesses.
This exclusive platform operates on a waiting list basis; interested influencers must apply by providing details such as follower count, niche content area, and geographical location. Upon approval, successful applicants receive an elegant black-and-gold card resembling a loyalty card that allows them to redeem various offerings in-store.
Notable partners include Sushi Bar in Miami, Flowrbombr Skincare in Los Angeles, and Footnanny Nail Spa in Beverly Hills—all of which have collaborated with OTH for influencer-driven campaigns.
Founded in 2020 with its app and card launching in 2023, OTH represents an evolution of traditional influencer gifting practices. While brands often send free products hoping for social media exposure from influencers—often resulting in inorganic promotions—OTH aims to refine this process through its AI-driven application while adding an element of exclusivity via its physical cards.
“We observe that many influencers receive numerous packages daily just to showcase them online,” remarked co-founder Maximiliaan Van Kuyk regarding conventional gifting methods. “However, this approach feels quite artificial.”
According to Business Insider’s report by Van Kuyk, the platform currently boasts over 3,000 active creators along with more than 90,000 applications worldwide. In the United States alone, it serves cities like Miami, Los Angeles Chicago Las Vegas New York City—with plans for further expansion into additional markets. Initially focused on hospitality sectors before branching into wellness beauty fashion domains—the company maintains strict entry criteria aimed at attracting top-tier creators within each operational city.
Understanding Partnership Dynamics within OTH Network
The typical engagement model requires participating influencers to produce two pieces of content—such as Instagram stories reels or TikTok videos—that prominently feature themselves alongside the restaurant or product being promoted. They then upload this material onto the OTH app where advanced AI technology assesses its quality before approval occurs.
Once approved by both parties involved—the influencer may share their creation publicly while allowing businesses access rights so they can utilize said content across their own marketing channels effectively!
Van Kuyk explained how revenue generation occurs primarily through merchant fees although he refrained from disclosing specific details about pricing structures or business models employed by his organization thus far!
The use of AI combined with third-party systems enables thorough vetting processes ensuring applicants are devoid of bots fake followers low engagement rates etc.—as brand safety remains paramount! Brands prioritize audience authenticity aesthetic alignment when selecting suitable candidates according To van kuyks insights shared during interviews conducted post-acceptance phase where potential collaborators engage directly via calls arranged through creator teams established internally!
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