Creative
B-roll
Supplementary footage cut over the main narrative or voiceover — product in use, lifestyle shots, close-ups. The visual rhythm of a video ad.
B-roll is supplementary footage cut over a main narrative or voiceover — product in use, lifestyle shots, close-ups of features, satisfied-customer reactions. It's what you cut to while the voiceover keeps running.
The general rule for ecommerce UGC ads: a new B-roll cut every 1.5-3 seconds, because the TikTok and Reels feeds have trained viewers to expect constant visual motion. Static talking-head without B-roll fatigues fast; B-roll-heavy edits hold attention through 30-45 second runtimes.
Efficient B-roll production: shoot 10-15 minutes of generic product footage in a single session and reuse across every ad variant for the next quarter. The hook and script change; the B-roll bank stays.
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