What Does ‘Until Tomorrow’ Mean? Instagram Caption Challenge Explained

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If you’ve been on Instagram lately, then you might find yourself wondering why everyone is putting “Until Tomorrow” or “Only Until Tomorrow” hashtags on their captions. What’s the meaning of this 2020 challenge? And why is it showing up on so many posts? The viral challenge is just a lighthearted game where people share funny photos of themselves.

The challenge has come about while many people are staying inside and trying to help stop the spread of the COVID-19 coronavirus. But it is not directly related to the pandemic. Many social media users were confused to see the caption on Instagram and took to Twitter and elsewhere to try to figure out what it is all about.

“I don’t get this ‘Until Tomorrow’ thing I’m seeing on IG ? Someone help a sista out,” WFLA-TV reporter Deanne Roberts tweeted Wednesday morning. Writer Bailey Carlin tweeted, “I have officially aged out of an Instagram trend :’) Do not understand and will not participate in this ‘until tomorrow’ nonsense.”

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Here’s a look at the latest Internet challenge and what it means:

#UntilTomorrow Is a Challenge that Lasts Just 24 Hours

#UntilTomorrow (or #OnlyUntilTomorrow) is the latest Instagram challenge related to the coronavirus. This challenge is becoming a trend among people in self-isolation who are sharing cringy, weird, or embarrassing photos of themselves while they’re quarantining. But they’re only keeping the post up for 24 hours. You might also find the game trending on Twitter.

HITC says that to participate, someone has to nominate you for the challenge and you have to accept. But many people are just jumping in on the trend without waiting to be tagged and it’s turning into a bit of a free-for-all. The rule is that you need to share a funny or embarrassing photo of yourself, but you have to also commit to only keeping the post up for 24 hours. That’s a big part of the game: you need to delete your picture within 24 hours so that you’re truly joining in on the “Until Tomorrow” part of the challenge.


As of the time of publication, #UntilTomorrow had 211,973 posts on Instagram and #OnlyUntilTomorrow was only showing a little over 5,000. Some people are calling it #SocialIsolation2020 or just tagging their photos with #Challenge. The challenge is also showing up on other social media sites like Twitter.

In some versions, everyone who likes a picture with the caption #UntilTomorrow is sent a message telling them to share their own embarrassing photo with the same caption. The message may look like this:

The message some people are getting reads: “So…you liked my post so you have to post an embarrassing picture of yourself, for the caption you’re ONLY allowed to write ‘until tomorrow’ and you can only tag me. You must send this message to everyone who has liked your picture. The picture must stay posted for 24 hours. Good luck and don’t spoil the game!” [sic]

Not Everyone’s Remembering To Take Their Photos Down After 24 Hours

David Hajmasi shared this photo below and wrote (translated to English): “Don’t flinch, because they’ll challenge you to some idiotic challenge. And if you are stupid enough, you will. Thanks,@insta_dinsta!/Don’t like any crap you see because you’re gonna get challenged and if you’re dumb enough you’ll accept it. Thanks, Dina!”

Some people who joined the challenge early have already forgotten to take their photos down after the 24-hour count ended. Still, many of the examples below may be gone in 24 hours or less. But some people may keep their posts up longer than that, especially if they get a lot of reactions. Here’s another example.

You’ll find a lot more if you look for #UntilTomorrow instead of #OnlyUntilTomorrow.

View this post on Instagram


A post shared by ✰ shayla ✰ (@shayylatran) on Mar 24, 2020 at 9:42pm PDT

Some people say the whole thing’s gone a little too far and the hashtag is showing up everywhere now, taking over their timeline.

Here’s another example that could be gone tomorrow.

View this post on Instagram

#untiltomorrow ??✨??‍♀️

A post shared by Izza?? (@isabelle.pecorilli) on Mar 24, 2020 at 5:57pm PDT

Not Everyone Is Enjoying the ‘Until Tomorrow’ Challenge & Some Feared It Was Talking About the End of the World Amid Coronavirus Chaos

Not everyone’s enjoying the challenge.

And don’t worry — nothing’s actually happening tomorrow, except for people deleting their photos.

But if you were confused when you saw so many posts on Instagram, you’re not alone.

Meanwhile, some people are just done with the whole thing and they’re tired of seeing “Until Tomorrow” taking over their timeline.

If you liked a bunch of these “Until Tomorrow” Instagram posts without realizing what it was about, you might want to unlike a few so you don’t get an avalanche of DMs saying the same thing.

On Reddit, a few people have pointed out that the whole premise of “Until Tomorrow” isn’t really that different from Instagram Stories.

Some people have said that it made them feel a bit uneasy to see “until tomorrow” all over their timeline, considering everything that’s going on in the world right now.

But don’t worry. It’s nothing sinister. This is just a fun, lighthearted challenge encouraging people to share funny photos that they take down 24 hours later.

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