Sorority recruitment at the University of Alabama, popularly known as “Bama Rush,” has become a viral sensation, with thousands eagerly watching to see which sororities the new students will join.

This week is marked by precisely coordinated outfits and rapid-fire conversations, now reaching millions of views on TikTok. Although rush has long been a significant tradition in the South, the age of social media has transformed it into an online spectacle.

In 2021, videos from Alabama’s sorority rush week went viral on TikTok. The hashtags #bamarush and #alabamarush have garnered millions of views over recent years and remain highly popular.

“It’s emotional boot camp. It’s psychological warfare,” explained Brandis Bradley, a sorority coach, to PEOPLE regarding the intense nature of primary recruitment. “And their frontal lobes aren’t even fully developed.”

Nonetheless, both women acknowledge that the future of RushTok remains uncertain. With increasing scrutiny, misunderstandings, and pressure, they are unsure if the upcoming wave of college freshmen will share the experience as openly.

“It’s reaching a point where I doubt girls will continue posting,” Darnell remarked. “The negativity is overwhelming. It used to be so enjoyable, now it’s just stressful.”

“You have girls getting judged on what they wear, where they end up, and then complete strangers attack the sororities when things don’t go the way they expected. That’s not what this is about.”

New members of Zeta Tau Alpha run to their house after opening their bids in Bryant-Denny Stadium. (Photo/Will McLelland)

Kilpatrick echoed the concern but expressed hope.

“Instead of tearing girls down for being ‘too much,’” she said, “we should be celebrating the fact that they’re putting themselves out there in a high-pressure environment where it’s way easier to hide.”

“At a school where tradition is everything,” she added, “I see my role as honoring it, but also making sure it evolves with the women in it.”

Statue outside of Bryant-Denny Stadium on the campus of the University of Alabama before a game between the Alabama Crimson Tide and the Texas A&M Aggies. (Wesley Hitt/Getty Images)

At the University of Alabama, on Aug. 17 at Bryant-Denny Stadium in Tuscaloosa, is when thousands of students find out which sorority has accepted their membership bid.