How Sorority Recruitment Became Big Business on TikTok

Every August, as millions of students head back to college, a particular corner of TikTok lights up with content chronicling one of the most intense, dramatic, and fascinating events of the year: sorority recruitment. What was once a relatively under-the-radar process, whispered about behind closed doors, now unfolds in real-time in front of an audience of millions. Welcome to RushTok.

The University of Alabama is credited with kicking off the RushTok craze back in 2021, when freshman "PNMs" (potential new members) began documenting their experience going through the school‘s highly competitive recruitment week on TikTok. Since then, #RushTok has exploded in popularity year over year, racking up billions of views and becoming a major cultural and advertising event that extends far beyond just college campuses.

Inside the World of RushTok

So what exactly is RushTok? At its core, it refers to the flurry of content created by PNMs vlogging their way through the sorority recruitment process. These videos include:

• GRWM (get ready with me) videos showing PNMs‘ carefully planned rush outfits for each round
• Detailed "pack with me" videos of bags stuffed to the brim with snacks, makeup, mints, and more rush essentials
• Dorm room tours showing how PNMs decorate their space for rush
• Daily recaps discussing the drama of which sororities invited them back to the next round
• Emotional livestreams of bid day reactions

@olivia.rouyre
Bama rush OOTD. First day fit from @ASTR The Label #bamarush #alabamarush #rush #rushweek #ootd
original sound – Olivia Rouyre

This content is extremely popular on TikTok for a few key reasons:

1. It‘s raw and unfiltered. PNMs bring their followers along for a rollercoaster of emotions, from first-day jitters to heartbreak over being dropped by their favorite houses to the euphoria of running to their new sisters on bid day.

2. There‘s built-in suspense. Viewers become invested in certain PNMs‘ journeys, rooting for them to get invited back to the next round and speculating about which sorority they‘ll ultimately join.

3. It provides a behind-the-scenes look at an exclusive world. The inner workings of sororities are fascinating to outsiders, and RushTok offers a glimpse behind the curtain.

4. The production quality is impressive. Many PNMs film and edit their videos with the skill of professional influencers, incorporating trending sounds, engaging captions, and seamless transitions.

The numbers speak for themselves. In 2022, the #RushTok hashtag surpassed 2.4 billion views on TikTok, with the #AlabamaRush and #BamaRush sub-categories generating hundreds of millions of views each. The top RushTok creators rack up millions of views per video, gaining tens of thousands of new followers over the course of rush week.

How Sororities Rushed to TikTok

While PNMs may be the main characters of RushTok, sororities have also embraced the spotlight and stepped up their content creation game to grab the attention of potential new members. Popular sorority content includes:

• Choreographed dance challenges featuring dozens of members in matching outfits
• "Day in the life" videos of sisters living in the chapter house
• Slick PR videos showing off lavish philanthropy events, date parties, and formals
• Skits and humor videos playing into sorority stereotypes and inside jokes

@chi_o_uofa
Nothing beats Bid Day with your forever besties 💋💙🤍 #BidDay #sorority #rush #GRWM
original sound – Chi Omega

Sororities at the University of Alabama reportedly spend months planning their rush TikTok content, hiring videographers and choreographers to ensure a picture-perfect image across social media. After all, a sorority‘s social media presence is often one of the first things PNMs look at when deciding which chapters to preference during recruitment.

The added pressure of performing for a massive online audience has undoubtedly upped the stakes and production value of sorority content, as each chapter vies to paint themselves as the most fun, desirable sisterhood on campus. Presenting an enviable lifestyle on TikTok can translate to a bump in popularity and a stacked pledge class. Having PNMs with huge TikTok followings join your chapter is the ultimate social media clout.

TikTok Famous PNMs

A new generation of influencers are born out of RushTok each year, as certain PNMs see their follower counts skyrocket from a few thousand to hundreds of thousands thanks to their viral rush vlogs. In 2022, the most followed RushToker was Hannah Rader (@hannahrader7), whose relatable and heartfelt documentation of her recruitment journey at the University of Alabama racked up over 8 million likes.

Other notable 2022 RushTokers included @rushtok.bama (794K followers), @laneyyyyyyy (432K followers), and @hailsrush (180K followers), among many others. What all of these creators had in common was consistently posting authentic, engaging content inviting their audience to experience the rush rollercoaster right along with them.

While not every PNM goes viral, TikTok‘s emphasis on hyper-local content and niche communities means that even micro-influencers with 10K-50K followers can have incredible sway when it comes to rush. Getting a shoutout from a well-known campus creator can be a big boost for sororities looking to build their reputation and following.

The RushTok Audience

So who exactly is watching and engaging with all of this RushTok content? The core demographic is female Gen Zers, approximately ages 16-24. According to TikTok‘s Ads Manager:

• 62% of #RushTok viewers are women
• 42% are between the ages of 18-24
• 28% are between the ages of 13-17
• 15% are between the ages of 25-44
• 15% are 45+

While the plurality of the audience are college-aged women, likely participating in Greek Life themselves, there is also a significant contingent of high school students eagerly following along to preview the experience that awaits them. Older generations of women who are alums of Greek Life also tune in for the nostalgia factor and to see how rush has evolved since their university days.

This broad demographic range means that RushTok content appeals to more than just active sorority members. Brands and marketers from all industries are taking notice and finding creative ways to tap into the incredible momentum and engagement of RushTok.

How Brands Rushed the Sorority Market

The old stereotype of sorority women as walking billboards for certain clothing brands didn‘t emerge out of nowhere – Greek Life and consumerism have long gone hand in hand. However, RushTok has taken things to a whole new level, shining a spotlight on the amount of money and strategy that PNMs put into curating their rush week wardrobe and elevating certain brands to cult status.

According to TikTok‘s 2022 RushTok report, #RushTokOutfits generated 350 million views, with popular videos featuring clothing hauls and try-on from retailers like Shein, Princess Polly, Hello Molly, Zara, and Revolve. Nordstrom and Rent the Runway both saw significant increases in searches for rush-friendly styles like babydoll dresses, bodysuits, and platform shoes in the weeks leading up to recruitment. Some retailers even created dedicated rush
shopping pages on their websites to capitalize on the demand.

Clothing brands aren‘t the only ones getting in on the action. Beauty brands like Tarte, Rare Beauty, Drunk Elephant, and Dior Beauty partnered with PNM creators to showcase their getting ready routines. Wellness brands, jewelry companies, and custom Greek apparel shops also sponsored content. Even unexpected players like GrubHub and Lyft ran RushTok campaigns highlighting how their services play a role during recruitment.

One of the most successful examples of a brand tapping into RushTok was Kendra Scott‘s #KSBamaRush campaign. The jewelry brand set up a 3-day pop-up shop on the University of Alabama campus during recruitment, complete with a TikTok content studio for PNMs to film their rush OOTDs. Kendra Scott gifted products to both PNMs and sororities, resulting in millions of organic impressions as RushTokers showed off their new bling. The pop-up generated a 500% increase in sales compared to an average week.

@kendrascott
Let the rush begin! 🤍 Head to our TikTok Shop to get rush ready with @maddyjohnsonn @rileymonro @emmyprothro‘s essentials or visit us at our Bama Pop Up Shop 8/6-8/13. #KSBamaRush
original sound – Kendra Scott

The Dark Side of RushTok

While RushTok content is undeniably entertaining and engaging, some have criticized the phenomenon for glorifying toxic aspects of Greek Life and collegiate culture. Most glaringly, RushTok lays bare the exorbitant cost of participating in sorority recruitment. PNMs are expected to have a brand new outfit for each day of rush, along with all the pricey accessories and accoutrements. One viral TikToker estimated she spent over $2,000 on clothes, jewelry, and beauty services for the week of rush alone.

There‘s also immense pressure for PNMs to fit a very narrow standard of beauty and present a picture-perfect image on social media. The "look" of a top-tier PNM (blonde, thin, expensively dressed) is almost as homogenous as the composition of the sororities themselves, which have long faced criticism for their lack of racial and socioeconomic diversity. RushTok videos are often flooded with comments about which PNMs are "total top house material" based solely on their appearance.

Some worry that the emphasis on performing for social media is compounding the stress and mental toll that rush can take on young women. Spending all day going through rounds in 90-degree heat is exhausting enough without having to exert additional energy to vlog about it. The devastation of being released from your dream sorority is only magnified when you have to relay the news via livestream to hundreds of thousands of invested viewers.

As RushTok continues to explode in popularity and influence, these are important issues for sororities, universities, and brands to reflect upon. How can Greek life organizations build a more inclusive environment and support the mental health of PNMs during such an intense process? How can brands engage with RushTok responsibly and authentically without glorifying toxic culture or exacerbating socioeconomic divides?

The Future of RushTok

RushTok shows no signs of slowing down in 2023 and beyond. The hashtag #RushTok2023 already has hundreds of thousands of views, as PNMs and sororities alike strategize about how to make a splash this recruitment season.

We can expect to see even higher production value content, as professional videographers and content agencies get involved behind the scenes. Editing, effects, and hyper-precise choreography will reach new levels. The stakes for going viral as a PNM will be higher than ever, with top creators earning tens of thousands of dollars through brand deals and affiliate links.

Brands looking to get involved should prioritize authentic storytelling that meets PNMs where they‘re at and aims to enhance their rush experience vs. being disruptive or cringy. Expect to see more experiential activations, exclusive Greek Life merchandise, and reward programs. Partnerships with sorority alums turned influencers and content surrounding post-grad life are also a smart way to reach the RushTok audience.

At the same time, sororities and universities may crack down on over-the-top content and increase educational efforts to reinforce the true purpose of the recruitment process beyond a social media popularity contest. A focus on values, philanthropy, and sisterhood could help balance out the consumerist side of RushTok.

One thing is certain: RushTok has cemented sorority recruitment‘s spot in the digital zeitgeist and transformed a tradition-bound ritual into a massive opportunity for creators and brands alike. As always, those who are willing to think outside of the box and keep a pulse on youth culture will have a major advantage as this cultural phenomenon continues to shape the future of marketing.