The Ecosystem of NYC Influencers

By Maggie Carey

Edited by Anna Kate Mereness

@bran_flakezz on Instagram

If you’re ever in New York City for long enough, you’ll see it: someone recording themselves talking, taking pictures of dinner or stopping in the sidewalk to show an outfit. In the Big Apple, content creation is booming and behind the endless Tik Toks, Instagram Reels and ringlights is an entire ecosystem you might not even know about. That's right–I’m talking about the group of influencers that have taken over the island of Manhattan. 

Today, NYC’s influencers have formed a network that reaches across fashion, fitness, nightlife, events, brands, food and local culture, and people love them. They show us where the best spots are for pictures, places you should avoid, and why New York is the best city in the world – well, in their humble opinion. But what truly makes this scene so special is not the content itself, but rather the community behind it. 

Oftentimes, the NYC creator scene can feel like one giant friend group just sharing their fun and exciting lives with the world. You may see familiar faces in each other’s videos, get ready for events together, travel to brand trips and more recently, attend and be in each other's weddings. One post can introduce an audience to another influencer who can introduce you to a new restaurant that has an event happening and suddenly, your entire For You Page is all talking about the same people.

The best part of all of this? Most of them are best friends.

Whether they meet through college, mutual friends, back home, or even through other city influencers, their friendships are a huge part of what makes them so much fun to watch. Their relationships don’t just exist behind the scenes, they become a part of their content. Hanging out in each other's apartment, attending workout classes together and even running into each other on the street, their everyday lives show an idyllic lifestyle that so many people only dream about. 

It’s easy to think that they are all competing against each other for followers, engagement and brand deals. In reality, many of them celebrate achievements and are there for life’s biggest milestones. From birthdays to weddings to brand launches, their friendships are not just for the audience. 

Some of my favorite NYC it-girls include Kate Bartlett, Halley Kate, the Pheloung twins, Lauren Wolfe, Greta Louise Tomé, Jazmyn Smith and Kit Keenan. I could write a whole page naming all of them, but I won’t subject you to that. Instead, I will leave you with this: the ecosystem of NYC influencers can seem like a group of shallow people all chasing their own success, but if you look a little closer you can find something more genuine–a community of friends all building their careers, creating memories and cheering each other on along the way.