B-roll
Also called AI B-roll, B roll, cutaway footage
What is B-roll?
B-roll is the supporting footage that plays over or between the main shot of a video. While someone talks on camera (the A-roll), B-roll shows what they are talking about: the product in use, the workspace, close-ups, customers or screens. It adds visual interest and helps hide cuts in the main footage.
The name comes from film editing, when footage was split across two reels, A and B, so an editor could cut between them. Today B-roll can be filmed on purpose, pulled from stock libraries, taken from screen captures or made with AI video models, which is often called AI B-roll.
B-roll is not filler. Good B-roll matches the narration closely: when the voice says "hand-stitched", the screen shows hands stitching. It is also what makes jump cuts in a talking head video less jarring, because the cut happens while the B-roll covers it.
Why B-roll matters
Viewers believe what they can see. B-roll turns claims into proof: instead of saying the coffee is roasted in-house, you show the roaster. That makes marketing videos more convincing and easier to follow.
B-roll also helps audience retention. Changing the picture every few seconds keeps short-form videos moving, and it lets you edit a long take down to the best lines without the viewer noticing.
How to use B-roll in a video
- Read the script and mark every noun or claim that could be shown on screen.
- Film or source two or three clips for each: wide, close-up and a detail.
- Keep clips short, usually 2 to 5 seconds each in social video.
- Cut B-roll in over the A-roll where you trimmed words, so the edit is hidden.
- Match the clip to the exact phrase being spoken, not just the general topic.
- Check rights: use your own footage, licensed stock or AI clips you are allowed to publish.
B-roll example
A bike shop owner records a 30-second talking head about wheel truing. As she says "we true every wheel by hand", the video cuts to a close-up of spoke keys turning. When she mentions the test ride, it cuts to a rider leaving the shop. Her voice continues underneath; the B-roll shows each point as she makes it.
B-roll FAQ
What is the difference between A-roll and B-roll?
A-roll is the main footage that carries the story, usually someone talking or the core action. B-roll is the supporting footage cut in over or between it to show what is being described.
Where can I get B-roll?
Film it yourself (often the best option for a real business), use licensed stock footage, record your screen for software, or generate clips with an AI video model. Always check you have the right to publish it.
What is AI B-roll?
Supporting clips generated by an AI video or image-to-video model instead of filmed. It works for moods, backgrounds and generic scenes, but your real product and premises are usually better shown with real footage.
Related terms
A-roll is the main footage of a video that carries the story, usually a person speaking to camera or the core action, with B-roll cut in around it.
A talking head video shows a person speaking directly to the camera, framed from the chest or shoulders up, often with captions and B-roll.
A jump cut is an edit between two shots of the same subject from almost the same angle, so the subject seems to jump forward in time.
Image to video is AI that animates a still image into a short video clip, guided by a prompt describing the motion you want.
A shot list is a checklist of every shot needed for a video, with framing, angle, location and notes, used to plan and run the shoot.
Text to video is AI that creates video from a written prompt or script, either as generated footage or as an edited video with scenes and voice.