What is #RushTok and why social media can’t get enough

@alphachiuofsc Rush Alpha Chi and find your yellow! 💛💫 #alphachi #uofsc #alphachiomega #axo #rushtok #rush #fyp #sorority #sororityrecruitment #secrush #southcarolina #workweek #sec ♬ original sound - Crislyra.shop - Tina

As a new school year begins, incoming college freshmen are once again turning to TikTok to document their sorority recruitment journey.¹ This viral trend, known as #RushTok, offers a glimpse into the highly curated and sometimes stressful process ²

So, what exactly is #RushTok? The phenomenon began in 2021 when students at the University of Alabama started sharing their "Outfit of the Day" (OOTD) posts during "Rush" week.³ These videos went viral, creating the #BamaRush hashtag.⁴ Soon, students from other schools joined in, and #RushTok was born.⁵ The hashtag has now amassed over 1.5 billion views, becoming a cultural touchstone.⁶ These posts showcase not only the students' outfits but also their experiences navigating the recruitment process, often featuring expensive and carefully selected clothing and jewelry.⁷

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The Financial Side of Sorority Life

The explosion of #RushTok has brought increased attention to the costs associated with joining a sorority. According to Bankrate, the average cost of being in a sorority ranges from $1,000 to $4,750 per semester. These fees typically cover application costs, member dues, and social expenses. It's also worth noting that new members often face higher initial fees than returning members. Some families even hire specialized coaches to help their students prepare for the recruitment process and improve their interview skills.⁸

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How Brands Are Cashing in on #RushTok

For many brands, #RushTok has become a marketing goldmine. As students share their OOTD posts, they often tag and mention where they bought their outfits, creating a direct line to consumers. Brands like Kendra Scott, Shein, and Skims have seen a surge in popularity from these videos.⁹ Some companies, like Princess Polly, have even created dedicated "Sorority Rush Dresses" collections to capitalize on the trend, showing just how much influence these viral posts have on consumer behavior.

@utkdg DEEGEE LOVES THE VOLS🍊 #tennesseedg #SEC #GOGREEK #utk ♬ original sound - DELTA GAMMA

@alphachiuofsc Cheering on our Carolina Dance Team girls for day 4! 🖤🏈 #alphachi #uofsc #alphachiomega #axo #rushtok #rush #fyp #sorority #sororityrecruitment #secrush #southcarolina #workweek #sec ♬ original sound - Kiana