(NewsNation) — As college students prepare for the start of a new school year, incoming freshman are once again documenting the sorority recruitment process through the viral trend known as #RushTok.
From carefully curated posts to coordinated outfits, here’s a closer look.
What is #RushTok?
Recruitment week, or “Rush Week” for sororities, kicks off every August just before classes start on college campuses. In 2021, students seeking to join sororities at the University of Alabama began posting on TikTok what they would be wearing during Rush Week, according to People magazine.
These posts documented not only students’ outfits, but also their experiences as they navigated Rush Week. In an effort to stand out as potential new members, many students showcased carefully selected, and at times expensive, articles of clothing and jewelry.
Almost overnight, these posts began to go viral, earning the #BamaRush hashtag. As students at other schools began posting, #RushTok was born and has since gained more than 1.5 billion views, according to the Los Angeles Times.
Media craze and cost of RushTok
From news stories to documentaries, interest in sororities, the recruitment process and the financial cost of joining them has skyrocketed in recent years, thanks to #RushTok. But the interest comes with a price.
On average, joining a sorority costs between $1,000 and $4,750 per semester, according to Bankrate. These costs usually include application fees, member dues, recruitment fees and social expenses.
Initial fees for new sorority members tend to be higher than fees for returning members. Some students and their families go as far as to hire coaches to help improve their interview skills for recruitment week.
Why brands love RushTok
#RushTok has proven to be a marketing dream for many brands, with potential new members often sharing where exactly they got each piece of their outfit and its price.
Brands like Kendra Scott, Shein and Skims have been especially popular among posters. Some brands like Princess Polly have even gone as far as to create a “Sorority Rush Dresses” collection.