Sorority Women Have A New Recruitment Tactic — And It's Going Viral

TikTok has a number of different little worlds: You can be on SportsTok and see primarily videos about sports, FinTok (financial TikTok) for different money tips and the list goes on. But this time of the year, it’s time to shine for a niche type of content: RushTok.

What Happened: RushTok is the world of TikTok dedicated to sorority rush, the process in which sorority houses and potential members try and find the best fit. Sorority and fraternity houses are a particularly big deal at large southern state schools, like the University of Alabama and University of Georgia.

Sorority houses are uploading choreographed dances and performances to TikTOk, typically using a large portion of their membership, with some of the videos including nearly 100 sorority sisters.

The houses are using their fun and colorful videos to increase awareness surrounding their house and to try and convince potential recruits their house is the best. Here’s an example of one of the videos from an Alpha Phi sorority chapter at Michigan State University set to Rihanna’s "Rude Boy" that has more than 350,000 views.

Screenshot via Alpha Phi. 

The Decision: Rushing, whether a sorority or fraternity, can be a selective process. Houses will determine if applicants are good fits based on grades, activities and sometimes even looks. But the selection process goes both ways. Houses want to present themselves as the best choice, just like potential members want to present themselves as the best candidates.

So, houses themselves have a clear benefit from making these videos and trying to go viral through apps like TikTok. If a video of Alpha Phi goes viral on TikTok, more women will be aware of the house and want to apply, giving the house a wider pool to pick the best members.

Benzinga's Take: Many videos on RushTok are putting up big numbers with many videos amassing millions of views. So, if you’re ever wondering how to better optimize social media marketing tactics, maybe all you need to do is ask your local sorority house for help.

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