What’s the “until tomorrow” challenge?

Every other picture in my Instagram feed right now is captioned “until tomorrow” and I have never been more confused in my life.

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Leland Grant
6 days ago

The until tomorrow challenge is where someone posts a picture (or a gallery of pictures) to their main Instagram account that’s somewhat unflattering or silly, captioning it with some version of “until tomorrow.” They then keep track of who likes the picture. After 24 hours, they delete the photo and send a message to everyone who liked it saying they have to do the same thing. And so on.

It popped up mid-March, and I doubt it will continue much longer, since everybody will soon know not to double tap any pics with this cryptic message attached.