Sorority recruitment at the University of Alabama, better known as "Bama Rush," has become a viral cultural moment, with thousands watching to see which houses incoming freshmen join.Its a week defined by carefully coordinated outfits, whirlwind conversations, and now, millions of TikTok views. While rush has always been a high-stakes tradition in the South, the social media age has turned it into a viral spectacle.Videos from the University of Alabama's sorority rush week went viral on TikTok in 2021. The #bamarush and #alabamarush hashtags on TikTok have attracted millions of views during the past few years and continue to do so."It's emotional boot camp. It's psychological warfare," Brandis Bradley, a sorority coach, told PEOPLE of the process of primary recruitment. "And their frontal lobes aren't even fully developed."BAMA RUSH: INSIDE UNIVERSITY OF ALABAMA'S WILD AND CUTTHROAT' SORORITY RECRUITMENT PROCESSFor two members of Zeta Tau Alpha senior Kylan Darnell and junior Kaiden Kilpatrick the reality of Greek life is personal and powerful after the two women harnessed social media to attract thousands of viewers to their pages.Darnell didnt grow up with Southern sorority culture. The reigning Miss Ohio Teen USA at the time, she arrived at Alabama from a small town with little knowledge of what rush even entailed."I was the first person from my high school to go to Alabama," Darnell told Fox News Digital. "I had no idea about the culture, and honestly, I felt clueless. When I got to orientation and other girls started talking about rush, I had to ask, What is that?"CRIMSON PRIDE: ALABAMA FOOTBALL SENIORS REFLECT ON PERSONAL LEGACIES IN FINAL EPISODE OF FOX NATION SERIESThat same night, she got her first real taste of what sorority life looked like when a group of girls and their mothers took her down Sorority Row. She was instantly hooked."I called my mom and said, Mother, I have to try to be in a sorority," she recalled. "But my parents werent on board at first. My mom said no. My dad said, Were not paying for friends.""He told me, Youre the most outgoing girl we know, youll be fine without it. But I kept pushing. Daddy listened to his little princess," she added with a laugh. "Eventually, I talked them into it."A spontaneous TikTok she made on the first day of recruitment, originally sent to her familys text message group chat to explain the process to her family, went viral while she was still in orientation. Within hours, her life changed."That first video was supposed to be a video diary for my family," she said. "But I posted it on TikTok, and when I came back from convocation, my phone had blown up. I couldnt believe it."Her audience grew overnight."After that, my life completely changed," she said. "I became financially independent and was able to pay for the rest of college through TikTok. It launched my platform, and gave me a voice."But that platform came with a price. Darnell, now with 1.2 million followers and over 82 million likes, said the scrutiny became overwhelming."Its been fun and I wouldnt trade it, but its also been really hard to navigate college while being under a microscope," she said. "People forget that were real people."Kaiden Kilpatrick, who joined Zeta in 2023 and now has over 228,000 TikTok followers of her own, echoed that sentiment, but said social media also brought access."Its helping more than anything, but it creates a highlight reel," Kilpatrick told Fox News Digital. "Recruitment is so much more than TikTok trends. Its about finding people who push you to grow. The challenge is reminding everyone theres real connection and purpose behind all the aesthetics."15 OF THE WILDEST, WACKIEST COLLEGE CLASSES TAUGHT IN AMERICA TODAYDarnell agreed, and this year, she chose to take a step back."I didnt want to keep posting just for views," she said. "When my younger sister started rushing, the comments about her were brutal. I needed to protect my peace."She also acknowledged how quickly things can turn toxic."The comments start coming in, and suddenly its not fun anymore. It used to be something I was proud to show. But people began making assumptions about my sorority or my sister, and it was exhausting."Both women shared the impact of the community of high achievers that their sorority has provided."Leadership isnt just about holding a title," said Kilpatrick. "Its about showing up for people on their worst days, not just their best. Loyalty isnt blind. Its choosing to have someones back even when its hard or inconvenient."For Darnell, an aspiring sports broadcaster, the value of Greek life showed up in one unforgettable moment when she was connected to renowned sports broadcaster Erin Andrews."Right after I ran home to Zeta, I got a call from Erin Andrews. Shes a Zeta too," she said. "She told me, Good job, little Kylan I cant wait to see you fill my shoes. That was surreal."Beyond the glamour, she said, the real value is in the way sororities support driven women."People think its all parties and outfits, but Ive met some of the most motivated, career-focused women I know through my sorority," she said. "Being surrounded by girls who are also striving for something, it helped me push toward my dreams too.""Its more than social life. Its GPA standards, philanthropy, leadership training. My house emphasizes academics and its full of girls who are future CEOs, doctors, broadcasters."Still, both women admit the future of RushTok is uncertain. With growing scrutiny, misconceptions, and pressure, theyre not sure the next wave of college freshmen will document the process as openly."Its getting to the point where I dont think girls will keep posting," Darnell said. "The negativity is too much. It used to be so fun, now its stressful.""You have girls getting judged on what they wear, where they end up, and then complete strangers attack the sororities when things dont go the way they expected. Thats not what this is about."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 theyre putting themselves out there in a high-pressure environment where its 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."CLICK HERE TO GET THE FOX NEWS APPAt 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.