Nightlife as a Creative Playground for Influencers and Gen Z: A Guide for Marketers and Brands
- Julianne Elise Beffa, Public Relations and Partnership Director
- November 27, 2024
In the dynamic world of influencer marketing, nightlife is emerging as a powerful, creative platform for brands to authentically connect with influencers and their audiences. Historically a magnet for tastemakers and trendsetters, the nightlife scene now represents an untapped goldmine for marketers. As the lines between the digital and physical worlds blur, savvy brands must see nightlife not merely as a promotional backdrop but as a thriving stage where creativity flourishes, and communities are built.
Gen Z, those aged 12-27, are at the forefront of this movement. With a staggering 74% of Gen Z following influencers on social media (Morning Consult, 2022), brands looking to capture this generation’s attention must harness the power of influencers to break through the noise. As the global influencer marketing industry is projected to hit $30 billion in 2024 (33 Square, 2024), the nightlife and hospitality industries can no longer afford to ignore the symbiotic relationship between influencers and Gen Z.
For marketers, the formula is clear: influencers are the gateway to Gen Z, with 63% of this demographic more likely to purchase products, attend events, or visit nightlife venues based on influencer recommendations than any other marketing medium (Statista, 2023). So how can brands tap into this trend?
Nightlife as a Content Goldmine
Nightlife is more than just parties and neon lights—it’s a vibrant cultural hub where trends are born, identities are shaped, and experiences are shared. From underground music venues to exclusive clubs and art-driven events, nightlife offers a creative space where influencers thrive. These settings allow influencers to align their personal brand with a wider cultural movement, making nightlife the perfect backdrop for capturing content that resonates with followers.
As influencers document their nightlife escapades on platforms like Instagram and TikTok, they naturally promote brands in the fashion, beauty, and alcohol industries. In fact, 57% of Gen Z say that capturing “Instagrammable” moments during nightlife is essential (Eventbrite, 2022). This presents a golden opportunity for marketers to seamlessly integrate branding within these environments. Think customized cocktail napkins, branded ice molds, or stylish pop-ups inside popular clubs—small touches that catch the eye without disrupting the vibe.
For hospitality groups, it’s all about creativity and subtlety. Branded experiences, whether pop-ups or product launches, add an exciting layer of exclusivity that resonates with Gen Z, a demographic that values authenticity and immersion. According to GWI, 68% of Gen Z prefer environments that prioritize creativity, social media aesthetics, or experiential elements (GWI, 2023).
Curating Experiential Moments
Today’s consumers crave experiences over products, and no one embodies this more than Gen Z. A whopping 63% would rather spend money on life experiences like events or travel than save for retirement (Moneywise, 2023). Nightlife—with its electric energy and immersive environments—offers a perfect platform for brands to craft experiential marketing campaigns that leave a lasting impression.
Imagine a luxury fashion brand hosting an exclusive after-hours event at a trendy club, where influencers are styled in the brand’s latest collection. The club becomes a glamorous, natural setting for content creation, resulting in posts that feel spontaneous yet aspirational. These real-time moments amplify the brand’s appeal and visibility in an organic way.
With Gen Z spending an average of 4.5 hours daily on social media (Global Web Index, 2023), chances are that the content influencers share will inspire their followers to flock to the same venues, hoping to recreate those aspirational experiences. Given that 84% of Gen Z turns to social media for shopping inspiration (GWI Zeitgeist, 2022), this strategy is a surefire way to drive brand engagement and sales.
Building Collaborative Partnerships
Nightlife also provides a fertile ground for brands to collaborate creatively with influencers, treating them as partners rather than just promotional tools. Whether it’s co-creating an event, curating music playlists, or designing signature cocktails, these collaborations give influencers the freedom to express their personal style while amplifying a brand’s image. Influencer-driven events naturally draw more influencers and industry insiders, multiplying the exposure and return on investment (ROI). On average, influencer marketing yields $9.60 in earned media value for every dollar spent (33 Square, 2024), and for in-person events, the ROI can be even greater.
Beyond one-off events, influencers having access to empty nightclub venues for brand photoshoots, offering influencers monthly “girls nights out” with a table and bottle of their choosing and allowing them to stand in the DJ booth are other, small ways nightlife and hospitality brands can form ongoing partnerships with influencers. For restaurants and hotels, offering influencers a free meal or night stay with their friends or partners allows for ongoing relationships to form. Platforms like On The House Network are a great resource to use for nightlife and hospitality companies that want to engage with influencers.
Allowing influencers to infuse their creativity into events allows brands not only to build stronger relationships with influencers but also to create a genuine buzz that appeals to both the influencer’s audience and the brand’s target demographic.
Tapping into Authenticity
In an era where audiences crave realness, authenticity is the name of the game in influencer marketing. Gen Z, in particular, can easily distinguish between contrived ads and genuine content. Nightlife, with its spontaneous and unscripted nature, offers a unique opportunity for brands to embrace authenticity.
Take, for example, Alix Earle, a prominent nightlife influencer with over 7.1 million followers. Her “get ready with me” videos, where she chats candidly with her audience about everything from acne struggles to outfit choices, resonate because they feel like a conversation with a friend. These moments are gold for brands looking to connect with her audience in an authentic, relatable way. When influencers post from nightlife venues, their content often captures the ambiance in ways that staged campaigns simply can’t.
For brands, these moments are invaluable. Authentic content sparks engagement, increases shareability, and deepens brand affinity, making nightlife a space where marketers can shine by staying true to the culture.
In Conclusion
Nightlife is more than just an after-hours escape—it’s an underutilized creative vehicle for influencers and a powerful way to connect with Gen Z. By recognizing nightlife as a cultural hub, creating immersive experiences, building genuine collaborations, and embracing the organic creativity that flows through these spaces, brands can tap into this vibrant scene to boost visibility and engagement. For marketers, the nightlife scene is a playground—a place where influencers can amplify their voice, taking their followers along for an unforgettable ride.
