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The internets favorite programming is back on: #RushTok season is officially upon us. If this is your first time tuning in, rush is the informal name for the recruitment process in which college students in the U.S. vie for a spot in a Greek organization at their campus. On #RushTok, potential new members (PNMs) document their experience rushing different sororities, typically those affiliated with the National Panhellenic Conference. The phenomenon first went viral in 2021, thanks to the University of Alabama. The hashtag #BamaRush now has more than 1.3 million posts, setting the blueprint for how pledge week plays out on TikTok. Since then, #RushTok has evolved into a full-blown internet subculture, with more than 67 million posts at the time of writing. @itsleeonardo The duality of #rushtok original sound – Lee Across the world, people tune in for a behind-the-scenes look at the recruitment process. Current pledges are building excitement, while viral personalities return for their fourth and final year. @kylan_darnell In case you forgot #bamarush Legends Are Made – Sam Tinnesz RushTok has essentially become its own reality TV show (think Dance Moms or Dallas Cowboys Cheerleaders but in bite-size content). Young women try to get into their dream sorority, and the internet comes along for the ride. Bama rush tok is my superbowl, one TikTok user posted. Guys who are we rooting for? another asked. @ssammimaee I cant wait to see this rush season #bamarush #bamarushweek #bamarushtok #bama #rolltide original sound – thehotwonton With 2025 recruitment well underway, content ranges from simple OOTD videos to high-energy choreographed dances. Brands are swarming the comments to get in on the action (as are plenty of confused Europeans). @gsuchiomega DAY 4 OF WORK WEEK, WE ARE RAVING OVER PC 25 #LICO #XOXONUKAPPA #GREEKLIFE #GEORGIASOUTHERN #SORORITY #CHIOMEGA #XOGSU #FYP #RUSHTOK #CHIOMEGA original sound – ukkappadelta Peripheral content ramps up during this time, too, including parodies tht highlight the homogeneity of the content. One creator, DestineeMoreh, returns each year to break down the costs behind the flood of outfit of the day posts on the For You Page. The phenomenon has even inspired its own Lifetime documentary, set to premiere later this month. @luciejlass I love watching #bamarush videos so much. #bamarushtok #bamarush #parody #pov original sound – Lucie Lass A number of schools are involved, but ask anyoneBama Rush is the main event. While major players are already warming up, recruitment events at the University of Alabama dont officially begin for a few more days. According to UAs Panhellenic Association, recruitment runs from August 9 through 17. If last years content is anything to go by, itll be over-the-top, chaotic, and very American.
Category:
E-Commerce
Location sharing among friends, family, and significant others has quietly become the norm in recent years. Now Instagram is looking for a piece of the action with the launch of a new opt-in map tool that lets users share their whereabouts, similar to Snapchats Snap Map or Apples Find My. The feature is already available to users in the U.S. Tapping the Map circle on the Messages tab reveals an interactive map showing which friends are nearby and any location-based content theyre posting. “People have always come to Instagram to share what theyre up to and where they are,” the company wrote in a blog post. “Now, with reposts, the map, and the Friends tab in Reels, its easier for you and your friends to stay in touch through the content youre enjoying on Instagram.” In addition to being a convenient way to link up with friends, the tool allows users to explore local hot spots that creators have shared or engaged with. If a friend shares a story from a nearby music festival, for example, it will show up on the map. And if an influencer recommends a new coffee shop, youll be able to see exactly where it is. While location sharing has become a common tool for keeping track of loved ones or checking in with friends, Instagram’s map offers robust controls to ensure the feature is not abused. Location sharing is off by default, and users locations update only when they open the app. You choose who you share your location with and can opt not to share your location in specific places or with specific people. Even if you’re not sharing your own location, you can still use the map to explore public posts and tagged spots. Users can also leave notes on the map for friends to see. The update reflects a broader trend of social apps becoming more rooted in real-world connection. After coming for Snapchats Stories back in 2016, Instagram is attempting to steal Snap Maps thunder. Snap Map recently surpassed 400 million monthly active users and remains one of Snapchats core engagement drivers.
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E-Commerce
At least one companys bet on AI appears to be paying offfor now. Language-learning platform Duolingo reported earnings results for the second quarter of 2025 on Wednesday after the market closed, and the numbers were eye-opening. The companys revenue increased 41% year-over-year to more than $252.3 million, and net income tallied $44.8 million, up 84%. Its number of paid subscribers was up to 10.9 million from 8 million a year ago, and its daily active users neared 48 million, up from 34 million last year. Im happy to report another quarter of great results, driven by product-led growth, a delightful learning experience, and fast iteration,” wrote Luis von Ahn, Duolingos co-founder and CEO, in a letter to shareholders. “Our user growth and engagement remain strong, and our subscription performance and profitability exceeded expectations.” Von Ahn also thinks theres plenty of room to grow ahead, too, especially as AI is helping boost user engagement and profitability. We believe were still early in our user growth journey,” he continued. “Weve delivered innovation while growing profitabilitythrough strong performance across all subscription tiers, continued investment in our core product, and new subjects that help us increase engagement. We remain focused on building for long-term engagement and growth. The blowout quarter, notably, comes after Duolingo was among the first large companies to publicly lean into AIspecifically, replacing swaths of its human workforce with AI. For a while, it appeared that the strategy was backfiring, but now, thats not so clear. Investors seem happy, as the price of Duolingo shares shot up significantly after hours. As of the closing bell at 4 p.m. ET, Duolingo stock was trading for less than $344 per sharebut as of 4:10 p.m. ET, shares were trading for $426.60. Thats an increase of more than 24%. Duolingos shares had been on a downward slide, too, in recent weeks. Over the past month, the stock was down more than 13%, although its more than doubled over the past calendar year.
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E-Commerce
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