TikTok Creator Influences Gen Z Nightlife in New York City

A TikTok creator is reshaping the nightlife landscape for Gen Z in New York City. Ellie Williams, known for her popular series “Ellie For The Girls,” engages with strangers on the streets to discover where they party. With over 50,000 followers, Williams shares her explorations and recommendations, guiding her audience to experience the “vibe” of various venues. Her videos have garnered millions of views, often resulting in significant increases in patronage at the featured bars.

Williams, 25, highlights locations such as Do Not Disturb in the West Village, Laissez Faire in the Financial District, and Café Balearica in Williamsburg as examples of spots that have gained popularity through her content. “All of those spots had a viral video attached to them, and people flocked to check them out,” she told The Post.

The creator primarily interviews individuals aged 22 to 35, selecting those who appear “cute,” “cool,” or “interesting.” Williams explains, “I’m following the vibes and word-of-mouth tips from the people I interview on the street. I want to give people a visual feel for the atmosphere and the crowd.” Her approach has effectively turned her series into a crowdsourced nightlife guide, featuring street interviews, bar reviews, and a public Google tracker accessible through her Substack.

Capturing the Nightlife Experience

Williams’ recommendations cover a diverse range of venues across the city. From vibrant dance spots like Joyface in the East Village and The Nines in NoHo to more laid-back hangouts like People’s in Greenwich Village, Rintintin in Nolita, and Time Again in Chinatown, her insights cater to various tastes. She has also noted distinct preferences among her followers; for instance, men often gravitate towards dive bars like 169 Bar or Ray’s on the Lower East Side, while women tend to favor cocktail venues such as Le Dive in the Lower East Side or Bar Belly in Chinatown.

In April 2023, Williams hosted an event branded under her series at Jean’s in Noho, which has emerged as a popular destination for Gen Z. The gathering attracted over 2,000 RSVPs, with a line of 200 to 300 people waiting to enter, demonstrating the significant impact of her influence.

As Gen Z increasingly turns away from traditional platforms like Yelp and Google for nightlife recommendations, TikTok has emerged as a preferred resource. Jordan Evans, who runs the viral nightlife account @itisjor, remarked on the shift in how young people seek out social venues. “Social media gives a faster, more relatable read on a bar’s vibe—not just what it looks like, but who’s there and whether it’s worth showing up,” Evans explained.

Building Connections Through Nightlife

Williams has received a positive response from venues featured in her series, with many bars reporting new patrons who discovered them through her content. She is discerning about her choices, aiming to highlight places that offer memorable experiences and encourage repeat visits. “The whole goal of ‘Ellie For The Girls’ really came about to share real spots to have fun and bring people together through nightlife, parties, and experiences where genuine connections happen,” she stated.

This innovative approach to nightlife exploration not only enhances the social experience for her followers but also contributes to the evolving landscape of urban entertainment in New York City. As Williams continues to uncover hidden gems and share them with her audience, her influence on the Gen Z nightlife scene is likely to grow.