Sorority Recruitment Faces Social Media Backlash as RushTok Sparks Restrictions

Published Time: 08-17-2025, 14:30

For years, “RushTok” has turned the University of Alabama’s sorority recruitment into a viral spectacle, drawing millions of views online. But this year, the glittering social media spotlight is dimming, as some sororities and recruits step back from posting — citing harassment, mental health struggles, and pressure to monetize the experience.

The Rise and Strain of RushTok

The TikTok trend known as RushTok took off in 2021, showcasing colorful outfits, high-stakes events, and the traditions of sorority life. Videos from students quickly went viral, with hashtags amassing billions of views.

Among its early stars was Kylan Darnell, a Zeta Tau Alpha member who became a social media celebrity documenting her recruitment journey. Now 21, Darnell says she is deliberately reducing her online presence.

“This year it was just like a whole different level of hate,” Darnell told the Associated Press, noting that the backlash had begun to affect her mental health.

Sororities Enforce Posting Bans

To shield prospective members from harassment and scrutiny, many sororities at the University of Alabama have implemented restrictions on posting or speaking to media during rush week. The campus hosts the largest on-campus Greek life system in the United States, with nearly 13,000 students involved.

Freshmen recruits — called “prospective new members” — face intense pressure. Some students reported that the most selective “Old Row” houses automatically drop candidates who post about the process online.

A Costly and Competitive Tradition

Rush, the formal recruitment process, is a 10-day event steeped in tradition. Recruits attend multiple rounds of activities, each with strict expectations for attire and etiquette.

Participation is also expensive. According to the Alabama Panhellenic Association, the 2,600 students rushing this year each paid a $550 non-refundable fee. If accepted, membership costs can reach $8,400 per semester for those living in sorority houses, or $4,100 for those living elsewhere.

The financial burden has led some families to spend tens of thousands of dollars on clothing, travel, and consulting services. Specialized rush consultants, charging up to $10,000, now guide recruits on strategy, etiquette, and presentation — sometimes beginning their work years before college.

Social Media’s Double-Edged Sword

RushTok’s popularity has opened doors for some recruits to earn ad revenue and brand partnerships, with standout participants gaining financial independence from their posts.

Darnell herself said her viral content helped her cover the $58,000 annual cost of attending the University of Alabama as an out-of-state student. Others, like 20-year-old marketing student Morgan Cadenhead, gained large followings despite being dropped from sororities. She later faced harsh criticism online for speaking out about Greek life, underscoring the risks of tying personal identity to the digital spotlight.

Cultural Spotlight and Controversies

The spectacle of RushTok also highlights deeper conversations about race, inclusivity, and tradition in Greek life.

In 2013, Alabama’s historically white sororities admitted their first Black members, following national scrutiny and student protests. By 2016, the university worked with the U.S. Justice Department to encourage diversity in recruitment. Still, according to the university, Black students outside of historically Black sororities and fraternities make up just 2% of overall Greek membership.

Lorie Stefaneli, a New York-based recruitment consultant who travels to Tuscaloosa annually, told the AP that many of her clients are drawn to Alabama’s Greek life because of RushTok’s polished image of sisterhood.

“That’s the reason why a lot of them want to go to Alabama, is because they see it on TikTok,” Stefaneli explained.

Mental Health Concerns

Stefaneli added that the rush process can be “an emotional rollercoaster,” with rejection, social pressure, and online scrutiny compounding the stress.

“I’m literally a therapist, I’m talking these girls down from a ledge,” she said, describing how she fields phone calls at all hours from recruits struggling with the process.

Her concerns reflect a broader debate: while sorority membership can foster friendship and community, the added weight of performing online for millions has made the process increasingly fraught.

Generational Shift

Despite restrictions, some students continue to post. Among them is Izzy Darnell, Kylan’s younger sister, who entered rush this year with a sizable following of her own.

Izzy acknowledged the benefits of visibility and potential income from RushTok, but also expressed concern for peers who may not be prepared for its pitfalls.

“I just fear what some girls will do because they think they have to,” she said.

Her comments reflect a generational shift: for some students, sorority life is no longer just about finding sisterhood on campus, but about navigating — or resisting — a digital spotlight that can define their college experience.