Sorority recruitment has reworked from a secretive procedure to important social media trade.
Within the fall of 2021, sorority rush on the College of Alabama took TikTok through hurricane, successfully turning into RushTok. Right through that recruitment season, sorority hopefuls posted day-to-day TikTok vlogs sharing the entirety from their outfits of the day, to what they’re wearing of their luggage, documenting all the procedure till the sororities made their ultimate alternatives.
Audiences international briefly turned into captivated through the method, opting for their favourite recruits to apply and root for. So far, the hashtags #BamaRush and #RushTok have 4B and 2B perspectives, respectively.
Possible new participants (PNMs) curated their social media feeds months prematurely, hoping to make a just right impact. Some PNMs who documented the method by way of TikTok used the week of occasions to jumpstart careers as influencers, proceeding to ship (occasionally branded) content material to the audiences accumulated right through recruitment.
It’s no longer simply the possible recruits the usage of social media to make an impact — the chapters additionally use social media as a recruitment software. A lot of RushTok movies additionally exhibit extremely choreographed dance routines and friendship-based content material to woo doable new participants.
How RushTok Changed into A Advertising and marketing Engine
What began as enticing content material in 2021 has developed into an impressive advertising engine that manufacturers need in on. As doable new participants shared their studies and won recognition, in addition they stuck the eye of manufacturers.
Scrolling during the feedback of RushTok movies, the accounts of main manufacturers are amongst the ones rooting for sure individuals. It’s a easy social listening play to garner visibility within the remark phase of widespread posts right through a key social media tournament.
Past social listening, main manufacturers comparable to Hire the Runway and Amazon, in conjunction with native Alabama manufacturers just like the Pants Retailer took issues a step additional through operating with RushTok creators on backed content material offers.
Closing yr, cosmetics logo Tarte despatched loose merchandise to 90 sororities and 100 sorority hopefuls who won prime engagement whilst the usage of the hashtag #RushTok. The transfer generated treasured social impressions for Tarte.
Even though faculty scholars is probably not each corporate’s goal demographic, the RushTok target audience spans wider. Customers of quite a lot of age teams and backgrounds were locked into recruitment content material for the previous 3 years and are actively taking part within the feedback phase of RushTok posts along quite a lot of manufacturers.
As RushTok continues to develop, entrepreneurs will to find extra inventive tactics to get in at the motion, and the method will most likely proceed to introduce audiences to the following era of creators.
