Sorority recruitment has remodeled from a secretive process to vital social media industry.
Throughout the fall of 2021, sorority rush at the Faculty of Alabama took TikTok thru storm, effectively becoming RushTok. All over that recruitment season, sorority hopefuls posted day by day TikTok vlogs sharing everything from their outfits of the day, to what they’re dressed in in their baggage, documenting the entire process until the sororities made their final choices.
Audiences global in brief became captivated during the way, choosing their favorite recruits to use and root for. Thus far, the hashtags #BamaRush and #RushTok have 4B and 2B views, respectively.
Conceivable new contributors (PNMs) curated their social media feeds months upfront, hoping to make a excellent have an effect on. Some PNMs who documented the process by the use of TikTok used the week of events to jumpstart careers as influencers, continuing to send (once in a while branded) content material subject matter to the audiences collected all over recruitment.
It’s now not merely the imaginable recruits using social media to make an have an effect on — the chapters moreover use social media as a recruitment device. Numerous RushTok films moreover showcase extraordinarily choreographed dance routines and friendship-based content material subject matter to woo potential new contributors.
How RushTok Became A Promoting and advertising and marketing Engine
What started as engaging content material subject matter in 2021 has evolved into an excellent promoting engine that producers want in on. As potential new contributors shared their research and gained popularity, as well as they caught the attention of producers.
Scrolling all through the comments of RushTok films, the accounts of major producers are among those rooting needless to say folks. It’s a simple social listening play to garner visibility throughout the statement section of common posts all over a key social media match.
Previous social listening, major producers similar to Rent the Runway and Amazon, along side local Alabama producers similar to the Pants Store took problems a step further thru working with RushTok creators on subsidized content material subject matter gives.
Ultimate 12 months, cosmetics brand Tarte sent loose merchandise to 90 sororities and 100 sorority hopefuls who gained top engagement while using the hashtag #RushTok. The switch generated precious social impressions for Tarte.
Even if college students might not be each and every company’s objective demographic, the RushTok target market spans wider. Shoppers of somewhat numerous age groups and backgrounds have been locked into recruitment content material subject matter for the former 3 years and are actively collaborating throughout the comments section of RushTok posts alongside somewhat numerous producers.
As RushTok continues to expand, marketers will to search out further ingenious ways to get in on the movement, and the process will perhaps continue to introduce audiences to the next generation of creators.
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