Verified: Brands rush to cash in on Greek life

Since “RushTok” emerged in 2021, spurred by megaviral “Bama Rush” content at the University of Alabama, back to school has been marked by a surge of content documenting potential new members preparing to go Greek. 

The annual university phenomenon, which originally centered at campuses in the Southeastern Conference but has become more widespread, documents the flashiness of sorority recruitment — from highly choreographed videos of sorority sisters dancing in front of elaborately decorated houses, to day-in-the-life videos from recruits on the other side of the process sharing their outfits and reflections on the experience.

It has launched the careers of top creators and led to an entire secondary economy of businesses and content around the surrounding apparatus — from balloon companies and local catering businesses to marketing firms focused on sororities. Brand integration can bring new cultural relevancy far beyond campus. (I once dragged a confused colleague to the viral Pants Store to recreate a TikTok audio from Kylan Darnell, the queen of RushTok, while in Tuscaloosa, despite having never been in a sorority).

This year, the viral content is coming from more campuses than ever. And instead of particular prospective members taking over my For You page this month, it has been brands showing up as recurring characters with new levels of RushTok integration, from full house takeovers to massive gifting campaigns. Brands want in with young female consumers, particularly those who act as campus creators, and by activating during rush they maximize their potential for going viral and extending their reach. 

“The main-character energy seemed to be much more on brands this year,” said Emily Brown, strategy director at social agency Billion Dollar Boy, who has tracked RushTok’s trends and developments. She pointed to more marquee, established and mature brands like Clinique and Nike getting in on the action, leading to more competition for attention and new methods to break through. 

I spoke to three brands to learn more about their strategies. 

Read about Altar’d State, Khloud and Lucky Charms’ approach here.

Shruti Singh: Older creators are now one of the fastest-growing demographic on TikTok. Would you advise other people your age to become creators?

Ellie Hamby: I say absolutely! Because, you know, they have a lot to share, and I've watched some older creators, and they are so cool! And just because you're getting old, people don't need to treat you like you're getting old. And older TikTok creators can show the world just because we're older doesn't mean we stop living. Get out there and do it, it's been great for us and really lifted us up. I think there is a big place for older TikTok creators, and from our experience, the audience is out there waiting for you.

Sandy Hazelip: My specialty in medicine was geriatrics, and I only retired last August when I was 84. But all the years when I was younger and taking care of my geriatric population, the stories they had to tell were just phenomenal. The wisdom they brought into a group was amazing. And it was such a wonderful lesson for me when I was a younger physician to be taking care of geriatric patients and to learn from their experiences in life. So, yes, I think having older people share and be creators on TikTok is just a blessing to the world.

Ellie Hamby: And it's really not that difficult at all. I mean, I can do a TikTok video! Don't be intimidated by that.

Read more of Washington Post Creator intern Shruti Singh’s interview with the duo here.

What Jill Lubochinski, our senior director of creator partnerships and content, sent her friends this week.

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