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SOCIAL & INFLUENCERS

Morning Brew Inc, Photos: @styleswithcaroline/TikTok, @shoppresleypaige/TikTok

In 2021, RushTok captivated audiences as PNMs (potential new members) posted their OOTDs (outfits of the day) that made their way to the FYP (For You page, though hopefully you already knew that one).

The initialism-laden social media phenomenon, which started largely at the University of Alabama before eventually spreading to college campuses across the country, documents the experience of sorority recruitment. It has skyrocketed otherwise unknown college-aged women to overnight influencer status and quickly earned a place on the internet’s cultural calendar, with RushTok videos generating billions of views every year.

Five years later, the phenomenon doesn’t seem to be going anywhere—and in fact, brand presence is increasing, further cementing rush’s off-campus influence. Beverage company Poppi has made repeat appearances during recruitment season, while newcomers like Lucky Charms, Kitsch, and Nike are signing on to the hype for the first time.

For brands, the sorority rush playground isn’t just about connecting with a college audience anymore. Rather, marketers we spoke to say it’s one of the best places to build both current cultural resonance and potential lifelong brand loyalists.

“Brands have evolved from being present to having an episodic, real commercial role in what rush looks like,” Christy Kelly, executive director of strategy and innovation at MMC, told us. “[Sorority women have] observed the brand integrations bubbling in the last couple years, and this year, we’ve seen these women grab it by the horns.”

Continue reading here.—JN

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