What Is B-Roll and Why Does Your Corporate Video Need It?

If you've ever watched a professional corporate video, you've probably noticed that the person being interviewed isn't on screen for the entire video.

Instead, you might see employees working, products being made, customers interacting with staff, equipment operating or a company building from the outside.

That supporting footage is called B-roll.

While it may seem like secondary footage, B-roll can play a major role in making a corporate video more interesting, professional and engaging.

What Exactly Is B-Roll?

In simple terms, B-roll is supporting footage used alongside the primary content of a video.

In a corporate interview, for example, the interview itself may be the main footage. B-roll can then be edited over the person's voice while they continue talking.

Instead of watching someone speak to the camera for three minutes, the viewer gets to see what the person is actually describing.

Why Is B-Roll So Important?

Imagine a company executive saying, "Our team works closely together to deliver customized solutions for our clients."

Now imagine the viewer seeing employees collaborating, meeting with a client, working on a project and reviewing finished materials while hearing that statement.

The second version communicates much more.

B-roll gives the audience something to see while they're listening.

B-Roll Shows Instead of Tells

One of the strongest advantages of video is its ability to demonstrate rather than simply explain.

A company can say that its employees are experienced. But showing those employees working can make that statement more believable.

A manufacturer can talk about precision. Showing the production process provides visual evidence.

A healthcare organization can talk about compassionate service. Showing employees interacting with patients can communicate that message without relying entirely on words.

B-Roll Makes Interviews More Engaging

Even the most interesting interview can become visually repetitive if the viewer is watching the same person speak for several minutes.

B-roll gives the editor opportunities to change the visual experience while maintaining the continuity of the interview.

The person's voice can continue while the picture changes. This keeps the viewer engaged while allowing the interview to remain the narrative foundation of the video.

B-Roll Can Show Your Workplace

Your workplace is part of your brand.

The office, studio, warehouse, production floor, showroom or job site can tell viewers something about your organization before anyone explains it.

A few well-composed shots can communicate the environment, scale and personality of your business.

These images can also help potential customers understand what happens behind the scenes.

Don't Stage Everything

B-roll doesn't have to mean creating elaborate scenes.

In many cases, natural activity produces the most believable footage. Employees having a real conversation, preparing a product, entering a meeting or completing their normal responsibilities can provide excellent material.

The goal is to capture your business authentically rather than make everyone look like they're acting in a commercial.

Some B-Roll Requires Planning

While spontaneous moments can be valuable, certain shots need to be planned.

If a product requires a specific demonstration, for example, the production team may need to coordinate with employees beforehand.

The same applies to machinery, specialized equipment, client interactions or processes that only happen at certain times.

Good pre-production helps ensure the right footage is available during editing.

B-Roll Can Give Your Video More Uses

Another advantage of capturing strong B-roll is that the footage may be useful beyond one video.

Individual clips can potentially be used for social media, website content, presentations, recruitment videos or future marketing projects.

This is one reason it's worth thinking beyond the immediate video when planning a production.

A well-planned shoot can create a library of useful visual content for your business.

Think About Your Business Before the Shoot

Before filming begins, think about what your audience would actually want to see.

What does your company do? What makes your process different? What does your workplace look like? Who are the people behind the business? What products, services or equipment help tell your story?

These questions can help your production team determine what B-roll should be captured.

Great B-Roll Has a Purpose

B-roll shouldn't simply be included because you have extra footage.

Every shot should contribute something. It might demonstrate a process, establish a location, introduce a person, show company culture or reinforce something being said during an interview.

The strongest B-roll supports the story rather than distracting from it.

Your Business Has a Story Beyond the Interview

A corporate video shouldn't simply tell viewers what your company does.

It should give them an opportunity to see it.

B-roll helps bridge that gap.

At Xpression Video Productions, we approach corporate video production with both the spoken message and the visual story in mind. Along with interviews and presentations, we capture supporting footage that helps bring your organization, people, products and processes to life.

The result is a corporate video that doesn't just tell your audience about your business.

It shows them.

Learn more about our corporate video production services or contact Xpression Video Productions to discuss your next production.

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