It's that time of year again in Tuscaloosa.

Rhinestones, designer bags and southern charm are on display as hundreds of young women compete in the University of Alabama's sorority recruitment, also known as "'Bama Rush."

But this isn't just about Greek life anymore, it's a viral TikTok sensation watched by millions.

What is 'Bama Rush?

'Bama Rush refers to the University of Alabama 's formal sorority recruitment week, a high-pressure series of events where potential new members (PNMs) meet different sororities and hope to receive a bid.

But unlike traditional recruitment, this process has exploded on TikTok, where PNMs document everything from outfits of the day to emotional breakdowns.

The Viral Factor

Since 2021, the #BamaRush hashtag has racked up over 1.3 million posts and

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