#RushTok is a viral social media trend where college students share their experiences participating in the sorority recruitment process, known as 'rush.' First gaining momentum in 2021 at the University of Alabama, #BamaRush has inspired over 67 million posts, turning sorority recruitment into a reality TV-like event on TikTok. Content includes outfit showcases and choreographed dances, sparking engagement from brands and users alike. The phenomenon continues to generate peripheral content, with even parodies that critique the uniformity among posts, while a Lifetime documentary is set to debut soon.
#RushTok has evolved into a full-blown internet subculture with more than 67 million posts, highlighting the recruitment process for sororities among college students.
Young women document their rush experience on TikTok, transforming this recruitment process into a vibrant reality TV-like spectacle for viewers.
The phenomenon began at the University of Alabama in 2021, where #BamaRush went viral, establishing a template for pledge week on TikTok.
Content during recruitment includes OOTD videos and choreographed dances, with brands and users engaging widely amid excitement for the sorority selection process.
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