Viral Hooks
Trending short videosExplains how Guinness became vegan
M

@migo_beer

Instagram · Greenscreen Talking Head

@migo_beer Guinness wasn’t vegan for over 250 years because it used isinglass, a fining agent made from dried fish swim bladders to clarify beer and remove yeast. Vegan drinkers campaigned for years with petitions, emails, and articles even though isinglass only appeared in trace amounts by packaging time. Diageo announced in 2015 they would eliminate isinglass with a new filtration system, and by 2017 all Guinness became fish free and vegan friendly. #guinness #beer #vegan #isinglass

View original on Instagram

The edit1 shot · 2 text
Shots Text0:32

Performance

Views
211.9K
Likes
3.4K
Comments
145
Engagement
1.7%
Outlier
69.2×
Length · 18 Apr 2026
0:32

Video #24717 · Greenscreen Talking Head

Explains how Guinness became veganfrom @migo_beer

[01]

Overview

The creator explains the history of why Guinness beer was not vegan-friendly for most of its existence. He details the use of isinglass, a clarifying agent derived from fish swim bladders, and uses image overlays to illustrate the ingredient. The creator then describes the long-term campaign by vegans that pressured the company, leading to Diageo's 2015 announcement of a new filtration system, and concludes by stating that all Guinness has been vegan since 2017.

[02]

Simple outline

  1. 1Reveal surprising brand history
  2. 2Explain the controversial method
  3. 3Detail the pressure for change
  4. 4Announce the modern resolution

[03]

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[04]

Classification

Format
Greenscreen Talking Head
Concepts
Strange but True
Elements
Image OverlayTitle Text HookJump CutGreen Screen Composite
Account
Personal Brand
Topics
BeveragesHistoryFood

[05]

Hook analysis

What stops the scroll in the first 3 seconds

Title hook · 55%

How Guinness became vegan

Verbal hook · 40%

Guinness wasn't vegan for over two fifty years, but in 2017 that changed.

Visual hook · 5%

A close-up shot of two full, iconic pints of Guinness beer, establishing the subject immediately with a strong product focus.

[07]

Hook and payoff

The promise the opener makes, and how the video pays it back

Hook

Present a surprising 'before and after' fact about a familiar subject, creating a knowledge gap by highlighting a recent, significant change.

Payoff

The New Standard

[08]

Narrative framework

The structural pattern this video runs on

Framework

The Legacy Pivot

Chronicles the evolution of a well-known entity by revealing a surprising legacy practice, the external pressure that challenged it, and the modern solution that replaced it.

  1. 1

    The Unsettling Legacy

    Explain the specific, often slightly shocking or outdated, reason behind the 'before' state mentioned in the hook.

  2. 2

    The Functional Justification

    Provide the logical or historical reason for the unsettling practice, adding context and showing it wasn't arbitrary.

  3. 3

    The Rising Pressure

    Introduce the external group that campaigned against the legacy practice and invalidate any counter-arguments to heighten the conflict.

  4. 4

    The Decisive Pivot

    Detail the official announcement or action taken by the subject to abandon the old way and adopt a new, modern solution.

Themes

  • Brand history
  • Food production
  • Consumer activism
  • Veganism

Techniques

  • Direct address
  • Visual aids
  • Chronological storytelling

Post caption

Guinness wasn’t vegan for over 250 years because it used isinglass, a fining agent made from dried fish swim bladders to clarify beer and remove yeast. Vegan drinkers campaigned for years with petitions, emails, and articles even though isinglass only appeared in trace amounts by packaging time. Diageo announced in 2015 they would eliminate isinglass with a new filtration system, and by 2017 all Guinness became fish free and vegan friendly. #guinness #beer #vegan #isinglass

Text overlays

  • title · beginning

    How Guinness became vegan

  • contextual · beginning

    VEGAN

Transcript

Guinness wasn't vegan for over two fifty years, but in 2017 that changed. So the beer used to be produced with isinglass, a finding made from dried fish swim bladders. This clarifies the beer and pulls the yeast out of suspension. Vegan drinkers campaigned against this for years with petitions, emails, and even articles. By the time the beer is packaged, isinglass only appears in trace amounts, but this still wasn't enough for vegans. Then in 2015, Diageo announced it would eliminate Isinglass with a new state of the art filtration system. By 2017, all Guinness was fish free and vegan friendly, and it's been that way ever since.

Explains how Guinness became vegan | Viral Hooks