Quick answer: B-roll is the supplementary footage that covers or supports the main shot in a video, such as cutaways, close-ups and establishing shots. A-roll is the primary footage, like an interview or a presenter on camera. In practice, it is whatever you cut to while the voice keeps talking.
Key facts
- Merriam-Webster defines B-roll as recorded video of subjects or locations that supplies supplementary material for a film or TV show.
- StudioBinder traces the terms to early Hollywood, where A-roll held the principal footage and a second reel held filler and transitions.
- StudioBinder adds that A-roll has largely fallen out of everyday use, though B-roll remains a standard term.
- Pexels says its photos and videos are free to use and attribution is not required, but you may not sell unaltered copies.
- A 30 second voiceover holds about 75 words, so it needs a new visual roughly every 2 to 4 seconds if you follow our recommendation.
- Publiqa's Cloud Video Studio renders 1080 x 1920 px vertical video at 30 fps and matches stock footage to your script.
Definition: what is B roll, and how is it different from A-roll?
Picture a news anchor reading a story about a harbor fire. While she talks, the screen shows flames, firefighters and a close-up of a hose. Those images are B-roll, and the anchor on camera is A-roll. Put simply, B-roll is any footage you cut to that adds context, proof or variety to what the main shot is saying.
B-roll works the same way in every format: it supports, and A-roll leads. Whether the main shot is a person talking or a voiceover over a script, the supporting visuals do the same job. With no presenter at all, B-roll is mostly stock clips and screen captures.
| A-roll | B-roll | |
|---|---|---|
| Role | Carries the main message | Supports or illustrates it |
| Typical content | Interview, presenter, demo | Cutaways, close-ups, stock, screen recordings |
| Audio | Usually the main audio | Often silent or under a voiceover |
| If removed | The video loses its message | The video loses interest |
The B-roll definition has a technical origin. In film editing, the main footage ran on one reel and the supporting footage on a second. The reels are gone, but the names stuck, and editors still use "B-roll" for any cutaway material.
Why does B-roll matter for short-form video retention?
On a phone, a static shot gives viewers a reason to scroll. B-roll gives the eye something new while the audio continues, and it hides jump cuts so edits feel smooth. For faceless channels, where a voiceover is the only A-roll, B-roll is the video.
We are not aware of an official benchmark that ties B-roll to a retention figure, so we won't quote one. As a working rule, which is our recommendation and not a platform rule, change the visual every 2 to 4 seconds in a 30 to 60 second video. Then check your own retention graph to see whether the pacing helps.
For more on pacing and structure, see our short-form video playbook.
Types of B-roll
Most B-roll falls into five types. Mixing two or three of them in one video usually looks more natural than relying on one.
Cutaways and inserts
A cutaway is a brief switch from the main shot to related visuals. An insert is a close-up of a detail, such as a hand typing or a product label. Both exist to clarify the line being spoken.
Establishing shots
These show where the story takes place: a city skyline, an office exterior, a kitchen. They work well at the opening of a video, when viewers have no context yet.
Screen recordings
For software tutorials and explainers, a screen recording acts as B-roll while you narrate the steps. Zoom in on the area you are describing.
Stock footage
Licensed clips from a library fill gaps when you cannot film something. They are the most common choice for faceless videos and the one with licensing questions, which a later section covers.
Motion text and graphics
Animated captions, numbers and diagrams count as B-roll in short-form video when they replace a camera shot. Our guide to kinetic typography shows how.
What is B roll footage? Examples by video type
The table gives one B-roll example for each video type.
| Video type | B-roll example while the voice explains | Source |
|---|---|---|
| Tutorial | Screen recording of the step being described | You |
| Explainer | Stock clip that matches the concept | Stock library |
| Product video | Close-ups of buttons, packaging, hands in use | You |
| Talking head | Cutaway to the object being discussed | You or stock |
| Faceless voiceover | A new clip every few seconds | Stock or screen capture |
How to plan B-roll from a script: a shot-list template
Plan B-roll before you film or search, with one row per script line. This is the template we recommend, filled in for a sample line set about onboarding emails.
| Script line | B-roll idea | Source | Duration |
|---|---|---|---|
| "Most welcome emails never get opened" | Phone showing a crowded inbox | Stock | 3 sec |
| "Your subject line decides everything" | Screen recording of a subject line being typed | Screen capture | 4 sec |
| "Test two versions this week" | Split screen of two email drafts | Screen capture | 3 sec |
| "Send the winner to everyone" | Hand pressing a send button | Stock | 2 sec |
Copy the table into a spreadsheet and add a column for the license link. That column saves an argument later.
Where do you get B-roll: shoot it, use stock or generate it?
Filming gives you unique, on-brand visuals but takes time. Stock footage is faster, and some libraries are free. If you are hunting for free B roll, read the license before you download. Pexels, for example, lets you use its videos for free, edit them and skip attribution, but you may not sell unaltered copies, imply endorsement by the people shown or redistribute the clips on other stock platforms.
Generated footage is a third option, and licensing varies by tool, so take the terms from the provider's own license page. As a rule, keep a note of where each clip came from, just in case a platform asks later.
How does AI match footage to a script?
In plain terms, the software picks a clip for each script line, and it generally works in three steps. The tool splits the script into lines or scenes, pulls the key nouns and ideas from each line, and searches a footage library for clips that fit. Timing then follows the voiceover, so a clip appears while its line is spoken.
The weak points are abstract ideas ("trust", "growth"), which the system tends to match literally, and overused stock clips that viewers have seen elsewhere. A quick human pass before rendering catches both.
Common B-roll mistakes
- Mismatched pacing: quick cuts under a slow, serious line, or one long clip under a fast list.
- Watermarked stock: a preview file with a watermark reads as a cut corner.
- License gaps: using a clip whose terms forbid your use, or whose source you forgot to record.
- Literal matches: showing a handshake every time the script says "partnership".
- Ignoring sound: B-roll clips with their own audio can fight the voiceover.
How Publiqa helps with B-roll
Publiqa is an AI social media and cloud video studio that turns one idea, article or competitor link into content for 12 channels. Its Cloud Video Studio handles the B-roll step for vertical video: stock footage matching, voiceover-first timing, word-by-word captions and music that ducks 12 dB under speech.
A worked example: feed the onboarding-email article from the shot list into Campaign Studio, then build the video in Cloud Video Studio's Simple mode at 30 seconds (about 75 words). It renders at 1080 x 1920 px and 30 fps. Publiqa matches stock footage to the script, and the captions follow the voiceover. Review the finished video before you publish, because a literal match is easy to miss. A 1080p render costs 15 credits.
We make no claims about library size or clip sources. Check licensing for any stock you plan to reuse outside Publiqa. For channel-level setup, read our guide to starting a faceless YouTube channel, and see the documentation for current features.
Your first shot list this week
Learning the term is quick. Planning the shots is the real work. Pick a script you have already written and fill the shot-list table with one row per line. Mark which rows you can film or record in under ten minutes, then send the rest to stock search. Aim for a different visual in every row.
Then build it. Start free with 200 credits. No credit card required. The pricing page shows how credits map to renders.
FAQ
What is B roll footage?
It is the supporting video you cut to between or over your main shots, as the definition section above explains.
What does B roll mean?
The letter B refers to the second reel of footage in traditional film editing. A-roll was the main shot, and B-roll was the supporting material. Editors now use the phrase for any cutaway footage, even when no physical reel exists.
What is a B roll in a faceless video?
In a faceless video, the voiceover is the main content and nearly every visual is B-roll. Clips, screen recordings and animated text fill the screen, and each should match the line being spoken.
Where can I find free B roll?
Several libraries offer free clips, including Pexels. Read each license first, since terms differ on attribution, editing and resale. Keep a record of the source for every clip you use.