Is B-roll dead?
Why your audience needs more substance, less sandwich.
We’ve all heard it: 'Everything is content!' But is recording yourself eating a sandwich really the content that will attract your dream clients? If your B-roll isn't helping you grow, let's talk about why that 'everything-is-content' mantra might be doing more harm than good.
B-roll has helped you grow your business to where it is now… it’s helped countless women I know start to get confident to create other content and allowed it to be “easy” to show up online.
At it’s core - it can be a GREAT tool for storytelling, adding variety, and giving your audience a behind the scenes look. But when B-roll clips of daily routines replace actual substance, it dilutes your brand’s message. Attracting high-quality clients requires more than showing what you’re eating or your morning skincare routine (reminder - if these examples are RELEVANT to your niche - go at it… but irrelevant b-roll IS diluting your messaging).
So grab your diet coke and let’s yap.
The Overuse of B-Roll and Its Impact
Your audience should instantly understand what you offer and how you can help them. But when your ENTIRE feed is filled with clips of unrelated, everyday moments, you risk being seen as a lifestyle influencer rather than the expert service provider or coach you are (we call this the Content Dilution Effect).
Your dream clients don’t need to see you brushing your teeth or eating breakfast: they need to see what you bring to the table for THEM. Are you building a business that sells solutions, or are you creating a lifestyle brand? This blurred focus can mean the difference between followers who admire you and clients who hire you.
When (and how) to use b-roll effectively
I’m not telling you delete all your b-roll. Far from it - it can be so impactful when used effectively. But the big thing is - RELEVANCY to your brand. Imagine showing short clips of your work process, like strategizing with a client or setting up for a big project. This isn’t just ‘any content’ -it’s a strategic way to communicate your value, YOUR BRAND, your method, and the results you deliver. Done right, B-roll isn’t the story itself; it’s the support for your main content.
Relevant b-roll is going to deliver a lot more for you audience than than “EVERYTHING is content mantra”.
Clarity for Your Audience: When your B-roll aligns with your core message, it reduces the confusion for your audience and makes your purpose clear.
Enhanced Connection: Relevant B-roll draws your audience in by making them feel like they’re gaining real insight into your world - insight that builds trust and connection.
Increased Engagement: Content that visually reinforces your expertise keeps your audience engaged longer, as they get a holistic view of what you offer, not just random snapshots.
B-roll should be acting as an EXTENSION of your brand and content story. Random shots of your day may look relatable, but relevant B-roll invites clients into your world and shows them what makes you an expert. Every clip should leave an impression that aligns with your brand, be it your unique process, your commitment to results, or your passion for the work you do. When you create B-roll with intention, it becomes a tool for connection, not just a filler on the feed.
Moving Back to Content That Converts
Your ideal clients are looking for solutions, not a play-by-play of your day (save that for the day-in-the-life content). If your content consistently provides insights, shares real client wins, or challenges misconceptions in your industry, you’re building authority. When potential clients see you as a resource rather than just a personality, they’re more likely to reach out when they need help. Instead of random B-roll, focus on content that proves your expertise and gets clients one step closer to working with you.
