You have a successful customer whose journey deserves to be shared with the world. You’ve gathered their story, crafted a compelling script, and are ready to create a video that will inspire others. But how do you make it truly authentic?
The answer: B-roll.
B-roll is the supplemental footage that enhances the A-roll a.k.a. the interview. It includes shots of a customer using a product, a team collaborating, or an office environment, making the story dynamic and immersive. By capturing real interactions, behind-the-scenes moments, and meaningful details, B-roll brings customer stories to life in a natural and compelling way.
Why B-roll matters in customer story videos
Customer story videos thrive on authenticity. Viewers want to see real-life experiences that build trust and demonstrate the value of a product or service. Capturing genuine, unscripted moments can make a lasting impact, persuading potential customers to take action.
1. Enhancing storytelling and engagement
Videos that rely solely on talking head shots can quickly lose viewer interest. B-rolls add depth and variety, making the content visually appealing and engaging. Well-placed B-roll helps:
- Smoothen transitions and avoid abrupt cuts.
- Create rhythm and keep the audience hooked.
- Reinforce key messages by showing rather than telling.
2. Creating emotional connections
Emotion drives decision-making. A well-crafted B-roll sequence can evoke powerful emotions in ways that words alone cannot. Consider:
- A customer’s genuine smile while using your product.
- A team’s excitement after achieving a milestone.
- The hands-on experience of a product making a workflow visibly easy.
These moments bring testimonials to life, making them relatable and persuasive.
How to capture authentic B-Roll for customer story videos
1. Capture real-life moments, not staged scenes
Instead of directing customers to act out scenarios, film them in their natural work environment. Show them interacting with colleagues, using the product, or handling everyday tasks. This keeps the visuals aligned with the genuine nature of their testimonial. Also, don’t forget that some of the best moments happen between scripted sections. By keeping the camera rolling, you can capture natural reactions, candid expressions, and unscripted emotions that add depth to the story.
2. Use natural lighting and unobtrusive camera techniques
Overly staged shots can feel artificial. Filming customers in their actual workspace or relevant setting adds credibility. Avoid generic office backdrops; instead, show real environments that reinforce the story’s authenticity. And whenever possible, rely on natural lighting and avoid excessive setups that make the subject look like they’re in a production instead of a real environment. Handheld or gimbal shots can create a documentary-style feel that enhances authenticity. This also means minimal to no use of effects, filters, and flashy transitions. Keep the editing clean and minimal, allowing the story and visuals to speak for themselves.
3. Align B-roll with the narrative
B-roll should always serve the story. If a customer discusses improved collaboration, show them actively engaging with their team. If they talk about productivity, film them working efficiently. This connection between visuals and narrative makes the story seamless and believable. And authenticity comes from capturing the human element. Small moments like a thoughtful glance, a handshake, or a celebratory cheer make the story relatable and emotionally compelling.
Mastering B-roll in videos
In conclusion, authenticity in customer story videos isn’t just about what’s said—it’s about what’s shown. The right B-roll enhances credibility, evokes emotion, and keeps the audience engaged. By focusing on real moments, natural settings, and storytelling-driven visuals, you can create customer stories that not only inform but inspire.
Next time you film a customer story, ask yourself: Are we capturing real, meaningful moments? If the answer is yes, you’re on the path to creating videos that truly resonate.
Ready to take your customer story videos to the next level? Focus on intentional, story-driven B-roll—or let’s collaborate to bring your vision to life!
