Definition
B-roll
B-roll is supporting footage layered over the main narration to show the product, proof, or context.
What it means
B-roll makes ads more believable and less boring. In UGC-style ads, b-roll is often product closeups, usage clips, screenshots, or before/after context (where compliant). The best b-roll directly supports the claim being made at that moment.
Why it matters
- B-roll increases trust and retention by adding visual proof.
- It reduces the “talking head” feel, improving watch time.
How to improve it
- Match b-roll to each script beat (claim → proof).
- Use captions and callouts to guide attention.
- Prioritize real proof assets over generic stock footage.
Common mistakes
- Random stock b-roll that doesn’t relate to the claim.
- Overusing flashy transitions that distract from the message.
Related terms
Apply this with free tools
Use August Ads tools to generate better hooks and scripts, then test variants: