""I myself am from, like, the smallest town in Ohio, and I had no idea what sorority recruitment was until I went to Bama Bound," Darnell recently told Fox & Friends Weekend."
""All these girls were talking about how their mothers have dreamed of them being in a sorority, how they were dreaming of being in a sorority. So, I decided to rush.""
"A single clip from campus can snowball into sponsorships, partnerships and long-term influencer careers. One example is last year's collaboration between the drink brand Poppi and an entire University of Austin sorority. And just this week, Darnell posted a video in which she's partnered with clothing brand H&M."
Every August, "RushTok" floods TikTok with videos of potential sorority members twirling in dresses, walking sorority row and posting outfit content. Viral rush videos can attract millions of views overnight, turning pledges into influencers before bids are offered. University of Alabama student Kylan Darnell became a digital star after posting during recruitment despite coming from a small Ohio town and not knowing about recruitment until Bama Bound. Viral content can lead to sponsorships, brand partnerships, and longer-term influencer careers, with examples including collaborations with Poppi and H&M. Marketers often favor nano- and micro-influencers to manage campaign costs, and influencer rates vary widely by follower tier.
Read at Fox News
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