Every August, the TikTok “For You page” is taken over by college sorority girls in the process of recruitment. What used to be an organized, smooth process has become a national phenomenon on social media. Now, millions tune in to see the TikTokss and elaborate “OOTDs (outfits of the day)” that have become known as RushTok.

Sorority recruitment has gone viral, but what is behind the “bougie” outfits, choreographed dance videos, and extravagant houses that have dominated TikTok?

Sororities and Greek life have always been a major tradition in colleges across the United States. Sorority recruitment was mostly a private, campus-based tradition that happened in person with a tight circle of members. Typically, the process involved small talk with sorority members, philanthropy discussions, and matching new members with chapters. Prior to social media, sorority recruitment wasn’t seen beyond college campuses.

For many schools, especially southern colleges, the sorority life can be intimidating. Many girls see this stereotype and turn away from the lifestyle that is portrayed on the internet.

“I see the TikToks of the sorority girls and I get a bad vibe. It makes me not really want to go to a school that only has a social life when you’re in a sorority,” Riley Malloy, ‘27, said.

After COVID-29, RushTok exploded online. Social media became even more prevalent than it already was, and millions of viewers followed the recruitment process daily at various colleges and universities, but most notably the University of Alabama. These rush videos showcased chants, outfit of the day videos, and group dances, which turned what were once local campus events into a large national spectacle.

Now, the week of rush is broadcast to millions online. Potential new members now feel they’re not only trying to impress the sororities, but the internet as well.

“I personally love it, but sometimes I think that the girls are doing the most, especially with their outfits. Sometimes I do think that you need to do the most though to get picked,” Caroline Squillaro,‘27, said.

As the rush extravaganza grew, influencers and sponsorships rose up along with it. As viewers are drawn to the sense of community, glamorous aesthetic, and southern lifestyle, many girls online were able to grow a platform based on their success in recruitment, such as Kylan Darnell.

Kylan Darnell, one of the most quintessential RushTok influencers, built her career off her sorority social media platform. Being a “RushTok” influencer has brought Kylan and many others opportunities to gain more than a million TikTok followers, brand sponsorships, and partnerships with companies like ESPN.

Though it may be intimidating on social media, many girls are able to achieve a fulfilling experience.

Mount alum, a freshman at the University of Alabama, Giuliana Durso ‘25, faced this rewarding rush experience firsthand.

“Honestly everything you see about Bama rush, especially on social media, is so fake. I can’t speak for everyone but I seriously had the best time rushing, it was so much fun. It’s not scary or intimidating at all like social media makes it out to be,” Durso said