A 25-year-old content creator is transforming the nightlife scene for Generation Z in New York City. Ellie Williams, the mastermind behind the popular TikTok series “Ellie For The Girls,” is actively reshaping where her over 50,000 followers choose to go out. By engaging with strangers on the street to discover their favorite party spots, she curates a vibrant nightlife guide that resonates with her audience.
Williams’ approach is straightforward yet impactful. She asks passersby where they enjoy partying, then visits these locations herself to evaluate their atmosphere. Her videos, which showcase various bars and lounges, have garnered millions of views. Popular establishments like Do Not Disturb, Laissez Faire, and Café Balearica have benefitted from her recommendations, often experiencing a notable increase in patrons shortly after being featured.
“I’m following the vibes and word-of-mouth tips from the people I interview on the street,” Williams explained. “I want to give people a visual feel for the atmosphere and the crowd, the types of vibes and the types of people.” Her series serves as a crowdsourced nightlife guide, incorporating street interviews, bar reviews, and a public Google tracker linked through her Substack.
Exploring New Venues and Trends
Williams’ recommendations span various boroughs and scenes in the city. Venues like Joyface in the East Village and The Nines in NoHo are popular for dancing, while places such as People’s in Greenwich Village, Rintintin in Nolita, and Time Again in Chinatown offer more relaxed environments for socializing.
From her observations, Williams has identified distinct preferences among different genders. Men often gravitate towards dive bars such as 169 Bar or Ray’s on the Lower East Side, while women tend to prefer cocktail venues like Le Dive in the Lower East Side or Bar Belly in Chinatown.
In April 2023, Williams hosted a themed party at Jean’s in NoHo, which has emerged as a favored destination for Gen Z. The event attracted over 2,000 RSVPs and drew a line of 200 to 300 people waiting to enter, showcasing the enthusiasm for her curated nightlife experiences.
The Shift in Nightlife Recommendations
The rise of TikTok as a platform for nightlife recommendations highlights a significant shift among younger generations. Many in Gen Z have moved away from traditional sources like Yelp and Google, opting instead for the immediacy and relatability of social media. As Jordan Evans, who manages the viral nightlife account @itisjor, noted, “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.”
Williams frequently hears from followers who discover new favorite hangouts through her series. She remains selective about the venues she features, ensuring they align with her audience’s preferences. “The 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.
As social media continues to shape the way people explore nightlife, creators like Williams are poised to play a pivotal role in guiding the next generation of party-goers. Through her engaging and insightful content, she is not only influencing where Gen Z chooses to spend their evenings but also fostering a sense of community among her followers in the bustling landscape of New York City’s nightlife.
