TikTok Creator Shapes NYC Nightlife Scene for Gen Z

A new trend is emerging in New York City nightlife, largely driven by TikTok creator Ellie Williams. The West Village resident has cultivated a following of over 50,000 on her series “Ellie For The Girls,” where she explores popular party spots based on recommendations from passersby. Her engaging approach not only showcases various venues but has also resulted in notable increases in foot traffic at the bars she features.

Williams, 25, interviews individuals on the street, asking them where they prefer to party. “Do Not Disturb, Laissez Faire, and Café Balearica are just a few examples,” she explained, highlighting venues that have seen a surge in popularity after being featured in her videos. The bars she promotes often experience a spike in patrons following her posts, with her videos garnering millions of views.

Connecting with Gen Z Through Nightlife

Most of her interviews target a demographic aged between 22 and 35, focusing on those who appear “cute,” “cool,” or “interesting.” “I’m following the vibes and word-of-mouth tips from the people I interview on the street,” Williams stated. Her aim is to provide a visual representation of the atmosphere and crowd at different locations, offering insights into the types of vibes and people present.

The series acts as a crowdsourced nightlife guide, filled with street interviews and bar reviews. Moreover, it features a public Google tracker linked through her Substack, allowing fans to follow her nightlife explorations. “That’s what Ellie For The Girls is about,” she added, emphasizing the importance of tapping into the hidden nightlife maps within the community and sharing them with others.

Williams’ recommendations span across various boroughs and scenes. Popular spots include dancing at Joyface in the East Village and The Nines in NoHo, as well as more relaxed venues like People’s in Greenwich Village and Time Again in Chinatown. Notably, she has observed distinct gender preferences: men often gravitate towards dive bars such as 169 Bar or Ray’s on the Lower East Side, while women tend to prefer cocktail lounges like Le Dive and Bar Belly in Chinatown.

Crowdsourcing Nightlife Experiences

In April 2023, she organized an Ellie For The Girls-branded party at Jean’s in NoHo, attracting over 2,000 RSVPs and generating a line of between 200 and 300 people waiting to enter. The event has solidified NoHo’s status as a Gen Z hotspot, showcasing the influence Williams has on nightlife trends.

As social media continues to shape how younger generations discover bars and nightlife, many are turning away from traditional platforms like Yelp in favor of TikTok for real-time recommendations. Jordan Evans, who manages the viral nightlife account @itisjor, noted, “Social media provides a faster, more relatable read on a bar’s vibe—not just its appearance but also the crowd and whether it’s worth visiting.”

Williams frequently hears from venues that have seen success due to her influence, reinforcing her belief in curating experiences that resonate with her audience. She remains selective about which spots to promote, ensuring they align with the interests of her followers. “The whole goal of Ellie For The Girls is to share real spots to have fun and bring people together through nightlife, parties, and genuine connections,” she stated.

As the landscape of nightlife evolves, creators like Williams are redefining how Gen Z engages with social spaces, fostering a sense of community and connection through shared experiences.