TikTok Creator Influences Gen Z Nightlife Scene in NYC

A young creator is reshaping the nightlife landscape for Gen Z in New York City. Ellie Williams, the brain behind the popular TikTok series “Ellie For The Girls,” is discovering and promoting trendy spots where her peers gather. With over 50,000 followers, Williams surveys strangers about their favorite party destinations, then visits these locations herself, sharing her experiences with millions of viewers.

Her videos often lead to a significant increase in foot traffic for the bars she highlights. Williams cites venues like Do Not Disturb, Laissez Faire, and Café Balearica as examples of places that have gained popularity thanks to her viral content. “All of those spots had a viral video attached to them, and people flocked to check them out,” Williams stated in an interview.

Williams typically interviews individuals aged between 22 and 35, choosing those she finds “cute,” “cool,” or “interesting.” Her approach emphasizes capturing the atmosphere and crowd dynamics at various venues. “I’m following the vibes and word-of-mouth tips from the people I interview,” she explained. “I want to give people a visual feel for the atmosphere and the crowd.”

Creating a Crowdsourced Nightlife Guide

The series has evolved into a crowdsourced nightlife guide, incorporating street interviews, bar reviews, and a public Google tracker linked through her Substack. This allows fans to follow her recommendations throughout the city. “That’s what Ellie For The Girls is about,” she emphasized. “Tapping into the hidden nightlife maps inside people’s heads and sharing them with everyone who’s been asking the same question.”

Williams’ recommendations span a variety of boroughs and scenes. She suggests dancing at Joyface in the East Village and The Nines in NoHo, while also recommending chill hangouts at People’s in Greenwich Village and Rintintin in Nolita. In addition, she highlights Time Again in Chinatown.

Gender patterns in nightlife preferences also emerge from Williams’ findings. Men tend to prefer dive bars, naming locations like 169 Bar and Ray’s on the Lower East Side, while women are drawn to cocktail bars, such as Le Dive in the Lower East Side and Bar Belly in Chinatown.

In April 2023, Williams hosted her own branded party at Jean’s in NoHo, which is now a popular destination for Gen Z. The event attracted over 2,000 RSVPs and resulted in a line of 200 to 300 people waiting to enter.

The Shift from Traditional Reviews to TikTok

Williams is one of many creators tapping into the shift among Gen Z, who are increasingly turning to TikTok for nightlife recommendations instead of traditional platforms like Yelp or Google. This trend reflects a desire for quicker, more relatable insights into what a venue is like, not just visually but also socially.

Jordan Evans, who operates the viral nightlife account @itisjor, remarked, “There are a lot of resources for dining recommendations, but media outlets don’t cover nightlife or going-out bars as much.” He added that many people are seeking venues where they can meet new individuals rather than staying home swiping on dating apps.

Bars have taken notice of the impact Williams’ series has had on their patronage. She regularly hears from venue owners who report an uptick in customers discovering new favorites through her recommendations. “The whole goal of Ellie For The Girls came about to share real spots to have fun and bring people together through nightlife, parties, and experiences where genuine connections happen,” she stated.

As Williams continues to explore and promote New York City’s vibrant nightlife, her influence on Gen Z’s social landscape is undeniable. Her approach not only highlights popular venues but fosters a sense of community among her followers, encouraging them to venture out and experience the city’s offerings firsthand.