# What is B-roll?

> B-roll is the extra footage you cut over the main shot or voice, such as product close-ups. What it is, a shot list example and how to plan it for video ads.
- **Author**: Marxx
- **Published**: 2026-11-12
- **Category**: Creative
- **URL**: https://marxx.ai/library-glossary/b-roll

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B-roll is the extra footage you cut over your main shot or voice. In ads it shows what the voice is saying: a product close-up, a hand using it, a street, a screen. The main shot, usually a person talking, is called A-roll.

## A-roll and B-roll

| | A-roll | B-roll |
|---|---|---|
| What | The main shot, such as a person speaking | Cutaway footage that supports it |
| Carries | The message | The proof and the pace |
| In a UGC ad | The creator talking to camera | Product shots, results, the setting |

## Why ads use it

A single talking shot can feel slow on a phone. B-roll gives the eye something new and proves each line. It also hides cuts. If you trim a pause from the talking shot, a cutaway covers the jump.

## A worked example

Say your UGC ad runs 30 seconds. You cut to B-roll every 3 seconds for part of it.

**Shots = ad length / seconds per shot**

30 / 3 = **10 shots**. Say 6 of them are B-roll cutaways of 3 seconds each.

**B-roll share = B-roll seconds / ad length x 100**

6 x 3 = 18 seconds. 18 / 30 x 100 = **60%**.

Here is a part of the shot list.

| Line spoken | B-roll shown |
|---|---|
| "I kept losing my charger" | A hand searching through a bag |
| "This one clips onto my bag" | Close-up of the clip snapping on |
| "It holds a full day of charge" | The phone at 100% in the morning, then at night |

## Where to get B-roll

1. **Shoot it yourself.** A phone and a plain surface are enough.
2. **Stock footage.** Check the licence allows ads.
3. **AI-made clips.** See [how to choose an AI video model for ads](/guides/how-to-choose-an-ai-video-model-for-ads).

If your B-roll is good, watch [hold rate](/glossary/hold-rate), the share of viewers who stay past the opening. Cutaways may help it, but test your own ad. For script help, see [ad script examples](/templates/ad-script-examples) and [UGC ads](/glossary/ugc-ads).

Marxx has a production canvas for image, video, voice, dubbing, avatars and UGC that publishes campaigns, ad sets and ads to Meta. See [the production canvas](/features/production-canvas).

## FAQ

### Is B-roll the same as stock footage?

No. Stock footage is one source. You can shoot B-roll yourself, buy stock or generate it with AI.

### Do UGC ads need B-roll?

Not always. A short, direct talking shot can work. Add B-roll when a line needs proof or the shot gets slow.

### How much B-roll should an ad have?

There is no fixed share. Use enough that each claim in the voice has something to show. Then test a version with more and a version with less.

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