B-roll
B-roll is supporting footage cut into a video over or between the main shot, which is called A-roll. In a talking-head ad, the A-roll is the presenter speaking; the b-roll is the product close-ups, screen recordings, hands using the item and settings that illustrate what they say. It keeps an ad visually moving without losing the narration.
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What b-roll does in an ad
- Shows what the presenter describes, so the claim is seen and not only heard.
- Resets attention with a visual change every few seconds.
- Covers edits in the A-roll, so a script can be tightened without visible jump cuts.
- Carries the ad for muted viewers when combined with captions.
Shots worth having for a product
- Close-up of the product with its packaging and branding visible.
- The product in use, from the user's point of view.
- The result or after state.
- A setting that signals the audience, such as a kitchen, gym or office.
How much is enough
Enough to illustrate each claim. An ad that is mostly b-roll loses the human connection a presenter provides; one with none feels static. Many short-form ads cut to b-roll for every product mention and return to the presenter for opinions and the call to action.
Questions
- What is A-roll?
- The primary footage that carries the narrative, such as a presenter speaking to camera. B-roll is cut over or between it.