B-Roll Isn’t Extra, It’s Everything
You’ve got your hero shots. Your polished product video. Your staff group photo. Great. But what do you post next week?
You’ve probably heard the term b-roll before, but what is it exactly? Well, let’s take a step back in time. B-roll originates back to the early days of Hollywood where editors worked with just two rolls of film:
A-Roll: The primary footage — dialogue or action.
B-Roll: The secondary footage — for filler, transitions, and visual cutaways (so you aren’t watching someone talk the entire time).
Today, even though we’ve transitioned to digital, B-roll is still just as important. It includes all the other visuals that aren’t the main event. From a business perspective, this could be shots of your storefront, your staff helping a customer, making a sale, etc. It’s the subtle stuff that makes your content feel real, cinematic, and dynamic.
Why B-roll matters for your business
It’s what makes your brand relatable, and helps tell your story. Polished hero shots are great, but they don’t always show the full picture. B-roll gives your audience something to connect with on a human level. It’s the “in-between” moments—the team laughing behind the scenes, the slow pour of a latte, the shop door swinging open—that bring personality to your content.
We’ve captured this kind of magic for brands like Benjamin Bridge (think clinking glasses and vineyard breezes), Good Robot Brewing (yes, we poured beer on our camera for this), and Discover Hubbards (peak coastal getaway).
Still images count, too
B-roll isn’t just for video. Every brand should have a bank of candid, versatile photos that capture:
Your space (exterior and interior) — perfect for your Google Business Profile!
Products in use or in context
People interacting naturally with your service
Tools, hands, or close-up action shots
Background imagery that sets the tone.
These are the visuals you’ll reach for again and again—on your website, in social posts, pitch decks, and even media kits. They may seem small on their own, but together they help craft a cohesive, authentic story about who you are and what you do.
How to build your B-roll assets
Make a shot list. Think about your customer journey. What visuals help someone understand who you are and what you do?
Keep it natural. B-roll should feel authentic, not staged. Capture real moments and small details.
Think ahead. Seasonal content? Promotions? Community events? Build B-roll into your content plan so you’re not scrambling later.
The Bottom Line
B-roll isn’t bonus content, it’s essential content. It’s what makes your brand feel lived-in, trustworthy, and consistently active.
So next time you’re planning a shoot or updating your content, don’t just focus on the headline visuals. Make space for the subtle stuff.
