Until Tomorrow Challenge

About

#UntilTomorrow is a hashtag that accompanies social media posts that are put up by users for a period of 24 hours only. In March 2020, Until Tomorrow social media challenge, participants of which posted embarrassing pictures of themselves for a period of 24 hours, gained popularity online, particularly on Instagram.

Origin

While the exact origin of the Until Tomorrow challenge is unknown, it is estimated to have begun in mid-March 2020. The participant of the challenge must post an embarrassing photograph of themselves, tag it #UntilTomorrow and keep it up for the period of 24 hours, after which they can remove it. If another person likes their photo, the person who posted it notifies them via a direct message that they themselves now have to take part in the challenge (message example shown below).^[1][2]

Spread

The challenge received widespread recognition on Instagram in late March 2020. As of March 25th, 2020, over 263,600 posts tagged #UntilTomorrow were posted on Instagram, with the additional 3,800 posts tagged #untiltomorrowchallenge (censored examples shown below).^[3][4][5]

Starting on March 24th, multiple inquiries about the challenge were posted by users on Twitter. For example, a March 24th, 2020, tweet^[6] about the challenge by user @zeeveegeezee received over 120 likes in one day (shown below, left). A tweet^[7] by @welcomtothejam gained over 50 retweets and 430 likes in the same period (shown below, right). On the same day, Redditor^[8] boredratt posted an inquiry about the challenge in /r/OutOfTheLoop subreddit.

Starting on March 25th, multiple online outlets reported about the spread of the challenge, including articles by Newsweek,^[9] HITC,^[10] Fast Company^[11] and Heavy.^[12]

Search Interest

External References