It started with #RushTok. Now #DormTok is a social media sensation, and brands are moving in.

As new college and university students move into their dorm rooms, they’re sharing snapshots of their surroundings on social media. Along the way, they’re bringing millions of views to popular TikTok hashtags.

The success of the #RushTok trend — in which potential new members (PNMs) at collegiate sororities posted about their rush experiences on TikTok — has catalyzed the growth of move-in day as a significant tentpole for both creators and brands. Aspiring designers can gather followers by decorating their new digs, and the brands that supply items and materials for those impromptu renovations can get in on the fun as well.

Many TikTok users first became aware of #RushTok in 2021, when PNMs at institutions like the University of Alabama became overnight sensations on social media. #RushTok continued to grow over the next few years as PNMs adopted recurring formats like “outfit of the day” videos and “rush bag” inventories.

#DormTok volume increased alongside #RushTok traffic, becoming an early 2020s trend in its own right. For creators who aren’t interested in Greek life but want to make a strong social media impression during the first few days of college, #DormTok renovations are a popular way to display creativity and taste.

Other first-years turn to interior design pros like Alethea Jay, who take the #DormTok process into their own hands. “l see so many people say, ‘I can’t wait to do this when I get my home,’ or ‘I am going to call you when I get to buy my first house,'” Jay told

USA Today. “And I just keep reminding people you don’t have to wait. There is a process. Give yourself the experience now in an affordable way. You don’t have to wait until you get your forever home.”

The rewards for that experience are becoming more tempting with each passing school year. There are thousands of TikToks that use the #DormTok tag, and many of those videos (including Jay’s) have achieved more than five million views. There’s also some overlap with #RushTok, since some PNMs are getting in on the dorm decor trend.

@bre.morris BAMA FRESHMAN DORM !!! 💖💖 #dormtour #dormroom #bamarush #bamarushtok #dorm #movein #dormmakeover #colorful #dormtransformation ♬ original sound – ✿ Haley ✿

Other #DormTok entries come from brands like Dormify, which use dorm renovations as opportunities to show off furniture, adornments, accessories, and other items that can really tie the whole room together. Other sponsors choose to engage with move-in momentum by commenting on videos published by the most prominent #RushTok influencers.

Ultimately, #DormTok and #RushTok seem to be settling in as seasonal trends that give college first-years chances to introduce themselves. Their resulting studies are a social media hit, too. If you don’t believe me, just check out the #StudyTok community.