#RushTok

Abstract

The study analyzed 123 videos from 101 creators within a TikTok community centered around sorority recruitment, spanning from May 20, 2025, to August 18, 2025. Findings indicated that community members, mainly affluent females aged 18-24, valued friendship and self-expression, engaging with content types such as outfit breakdowns and commentary. The community exhibited a vibrant, competitive culture, focusing on personal branding. Engagement metrics revealed a reach of 91,138,232 and total interactions of 9,940,930, with conversation and spread rates of 0.5 and 4.5 per 1,000 plays, respectively, highlighting significant engagement and interest in trending topics.

Community At A Glance

Demographic Profiles

Key demographic segments identified within this community.

Community Clusters

Distinct thematic categories that define this community's content landscape.

Community Rituals and Norms

Recurring behavioral patterns and cultural practices within this community.

Brands

Brand analysis across organic mentions, sponsored content, and commercial potential.