What Are Cutaway Shots?
You’re watching a testimonial video. The subject says : “We saw a huge spike in traffic after launch.”
Cut to: a screen showing analytics. Then a clip of the team high-fiving. Then back to the speaker.
That in-between footage? That’s a cutaway shot. And in marketing videos, it’s how you add emotion, clarity, and flow, without re-recording anything.
Cutaway Shot Definition
A cutaway shot is a secondary piece of footage inserted into a main video sequence, typically to illustrate or add context to what the speaker is saying, or to break up visual monotony.
Cutaways don’t usually include synced dialogue. Instead, they act as visual support, adding:
- Emotional tone
- Story depth
- Visual pacing
- Product or service context
- Seamless transitions between edits
You’ll often hear them called B-roll, but technically, not all B-roll is a cutaway. A cutaway shot appears during an A-roll sequence (like a talking-head clip) to enhance the story.
Why Cutaway Shots Matter in Marketing Video
- Keeps the viewer visually engaged
→ No one wants to stare at a static interview for 90 seconds. - Adds storytelling depth
→ Cutaways show, not just tell. They provide real-world proof of what’s being said. - Smooths over cuts or edits
→ You can hide jump cuts, remove filler, or patch awkward transitions with a well-timed cutaway. - Enhances product or brand context
→ Show the product being used, the workspace, the team, the problem being solved — all while the speaker keeps talking.
Real-World Examples of Cutaway Shots in Marketing Content
1. HubSpot – Customer Testimonial Videos
In customer stories, HubSpot overlays cutaway footage of teams using dashboards, having stand-ups, or showing campaign results, while the interviewee shares the impact.
Why it works: It makes the story tangible. You’re not just hearing about growth; you’re seeing the tools in use and the humans behind the brand.
2. Shopify – Creator Spotlights
Shopify regularly features short interviews with entrepreneurs, but rarely holds a static shot. As someone speaks, cutaways show their products, packaging stations, social posts, or customers.
Why it works: The cutaways tell a richer story and help reinforce Shopify’s mission of powering real businesses.
Best Practices for Using Cutaway Shots in Your Video Content
1. Match visuals to message
Your cutaway should add meaning, not just motion. Choose clips that support what’s being said whether it’s a product feature, a team moment, or a stat that deserves visual backup.
2. Use to cover rough edits or jump cuts
When you trim a long sentence or remove filler words, the visual might jump. A cutaway mask that jumps, making the edit feel intentional and smooth.
3. Keep your shots branded
Even behind-the-scenes or casual footage should feel on-brand. Think about lighting, tone, color grading, and composition so your cutaways don’t clash with your primary video style.
4. Build a B-roll library
Record plenty of generic and evergreen cutaways for reuse:
- Team working
- Product in use
- Office environment
- User scrolling on phone
- Reactions or interactions
This makes your editing process faster and more flexible.
5. Don’t overuse
Cutaways are seasoning, not the whole dish. Overloading your video with unrelated visuals can confuse the message. Keep it purposeful and timed to moments of emphasis or transition.
Cutaway vs. B-roll vs. Inserts : What’s the Difference?
- B-roll: General secondary footage, can be used as cutaways or interstitials
- Cutaway shot: A specific type of B-roll that cuts away from the main subject and returns
- Insert shot: A close-up or detailed shot inserted for emphasis, often of objects or hands
For marketers: cutaways are your go-to tool to keep talking-head videos interesting and communicate context visually.
Bottom Line
You can’t always reshoot. You can’t always animate.
But you can tell a better story with a few well-placed cutaway shots.
They smooth out edits. Add energy. Show the proof. And in video marketing, they’re one of the simplest ways to level-up quality without extra production days.