The best hooks for vegan reels, from 300+ that went viral
We read the opening line of every viral vegan reel in Aubrium's library: which hooks show up most, which travelled furthest, and 16 real ones to learn from.
"I stopped buying wraps" reads like a confession, and it leaves you asking what replaced them. That line sat over a reel from a vegan creator with 15,286 followers, and 1.2 million views followed.
Vegan hooks love a swap: tofu into mozzarella, a potato into cheese, lentils into pepperoni. We read the opening line of the 300+ viral vegan reels in Aubrium's library, from 280+ creators, to see which kinds turn up most and how far they travelled. The best hooks across every niche is the wider view, and you'll find every niche we looked at in one list.
Bold claims are the most common hook on viral vegan reels, at 24%, ahead of curiosity gaps at 15%. No common type pulled clearly ahead: the middle curiosity gap reached 10 times its creator's followers, bold claims 8. 61% show the hook as text, and the middle hook is 13 words.
Aubrium's library, 31 October 2026.
What kind of hook works best for vegan reels?
Bold claims, at 24%, then curiosity gaps at 15%. On how far they went, the common types sit close together.
A vegan bold claim can be a straight recipe verdict: "This is the absolute best way to cook lentils." The middle one reached 8 times its creator's followers. Curiosity gaps reached 10, and transformation teases and relatable lines 9 each. POV hooks reached 26, but only 8 vegan reels use one, so don't read much into it. Only 11% of these reels skip the hook altogether.
16 vegan hooks that went viral
Tofu, lentils, seitan, a cauliflower rant and a fair bit of cheese that isn't cheese. Each is the top reel of a different creator, chosen by hand, English hooks only. Tap a type to filter.
- Transformation teaseText on screen
I stopped buying wraps
- Curiosity gapText on screen
Slowed it down so you guys can help me figure out how they didn’t all fall on the floor 👀😂
- Curiosity gapText on screen
vegans help my first seitan attempt was not a success, any tips?? 😭
- Bold claimText and spoken
This is the absolute best way to cook lentils.
- Transformation teaseText on screen
watch this block of tofu turn into “mozzarella”...
- Bold claimText and spoken
If you think tofu's boring, try this sticky sesame tofu.
- Curiosity gapText on screen
this is why everyone's freezing melon this summer
- Bold claimText on screen
Hot take but you can't roast cauliflower and charge the same price as a steak 😠🥦
- QuestionSpoken
I heard somebody say they scared to try vegan food. Why?
- Bold claimSpoken
I turned lentils into pepperoni and it's legit.
- Curiosity gapText on screen
my new favorite way to eat tofu
- QuestionText and spoken
Did you know you can make your own tuna in 5 minutes?
- CalloutSpoken
Due to popular demand, I present to you my tofu peanut butter ramen recipe.
- RelatableSpoken
I grew up in Lebanon and I grew up vegetarian, which isn't something you hear very often.
- RelatableText and spoken
If you're not a fan of lentils, you will be after this recipe.
- Transformation teaseText and spoken
We're going to turn this potato into cheese
How long should a vegan hook be?
Long, often. The middle vegan hook is 13 words, and the length bands sat close together on reach.
Only 26% of vegan hooks keep to 8 words or fewer, and 23% run past 20. From 5 words up, every length band sat between 6 and 9 times its creator's followers. The very short ones, 1 to 4 words, reached 16, but there are only 17 of them. Vegan creators like to explain the dish in the first line: "If you're not a fan of lentils, you will be after this recipe."
Should you say the hook or show it?
Show it. Text with no voice went furthest, though spoken hooks are nearly as common here.
Text alone opens 36% of viral vegan reels, and the middle one reached 14 times its creator's followers. A voice alone opens 35% and reached 7, and text read aloud, 24% of reels, reached 8. Talking the viewer through a recipe is normal in this niche; the line on screen is what the people scrolling with the sound off get.
How do viral vegan hooks start?
With "I", 23 times, then "this" at 22 and "if" at 19. "Vegan" itself opens 10 hooks, so some creators name the diet before anything else.
- I
- this
- if
- vegan
- welcome
- let's
- you
The first word of 210+ English hooks on viral vegan reels, sized by how many start with it.
Four patterns from the vegan reels we read, each one real:
I… / My…
“I stopped buying wraps”
This is… / This is how…
“This is the absolute best way to cook lentils.”
When… / If you…
“If you think tofu's boring, try this sticky sesame tofu.”
A question
“Did you know you can make your own tuna in 5 minutes?”
Keep reading
Vegan cooks share a kitchen with a few other niches. See the hooks behind viral baking reels, what dessert creators open with and the best hooks for meal prep reels.
Questions people ask
What's a good hook for a vegan recipe reel?
Bold claims are the most common on viral vegan reels, at 24%, then curiosity gaps at 15%. The middle curiosity gap reached 10 times its creator's followers, about level with the other common types.
How long should a vegan reel hook be?
The bands sat close together here. The middle hook on a viral vegan reel is 13 words, and from 5 words up every length band reached between 6 and 9 times followers.
Should I say my hook or show it on screen?
Show it. On viral vegan reels, text alone reached 14 times followers for the middle reel, against 7 for a voice alone. 61% show the hook as text.
Do vegan reels need a hook?
Almost all of the viral ones have one. Only 11% of viral vegan reels have no hook of any type.
What words do vegan hooks start with?
"I" opens 23 of the 210+ English hooks we read on viral vegan reels, "this" 22 and "if" 19.
How we did this
We looked at every vegan reel in Aubrium's library on 31 October 2026: 300+ reels from 280+ creators with 1,000 to 100,000 followers, each of which reached far more people than its creator has followers. We counted every reel filed in Aubrium's vegan niche; a reel can sit in more than one niche.
Hook types, delivery and on-screen text are labels Aubrium's reader puts on every post. Hook length and first words count the 210+ reels with an English hook in words. Every number here describes reels that already went viral, so none of it is the odds for a new one.
Changelog
- First version.
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