Watch a marketing interview video where the subject keeps talking, but the screen cuts to B-roll — product footage, UI screens, or ambient visuals. That’s an L-Cut in action.
It’s subtle. Seamless. And when done right, it keeps your audience emotionally connected while delivering extra context.
L-Cut Definition
An L-Cut is an editing technique where the audio from a preceding clip continues to play as the video cuts to the next shot. It’s called an “L” cut because of the shape it makes on a timeline: audio continues below while the video track shifts forward.
In marketing content, think testimonials, explainer videos, or brand docs. L-Cuts are used to preserve narrative flow while introducing supporting visuals.
Examples of L-Cuts for Marketing
1. Testimonial video for enterprise software
“InsightScale” films a 2-minute customer success story. The customer talks about onboarding while the video cuts to screen captures of the dashboard and customer support interactions.
Why it works: L-Cuts keep the speaker’s emotion and authenticity while showing real product value. A technique also used in native video to keep things immersive and human-first.
2. Brand storytelling for a consultancy
“ClarityBridge” opens its brand film with a founder interview. As she describes the company’s mission, the visual cuts to old workshop photos, the office in action, and client meetings.
Result: The story feels personal and cinematic — not like a slide deck in motion.
3. Webcast recording turned into promo content
“MetricLoop” repurposes a 30-minute webinar into a 90-second teaser. They use L-Cuts to pair thought leader soundbites with animated graphs and keyword overlays.
Why it works: It hides hard cuts, keeps rhythm, and makes the content feel intentional. Animated overlays powered by motion design enhance clarity without disrupting flow.
Best Practices for Using L-Cuts in Marketing Videos
Use them to smooth out hard transitions
L-Cuts are your secret weapon for avoiding jarring edits. When your speaker finishes a sentence but the next clip feels visually disconnected, keeping the audio running underneath helps bridge that gap.
Start with emotional or human-led audio, something that gives your next visual context or heart.
Pair voice with meaningful visuals
Don’t cut away just to fill space. Match audio with B-roll or graphics that add value. If the speaker mentions customer support, show a rep helping someone on-screen. Make the transition count.
Think in visual metaphors. If they say “we scaled fast,” show timeline growth or new hires walking through the office. Just like you would with B-roll, keep your cutaways purposeful, not filler.
Maintain rhythm and tone
L-Cuts are about flow. If your tone is fast-paced, don’t stretch the cut too far. If the mood is reflective, give the visuals space to breathe.
Rule of thumb: let the audio lead, but don’t let it wander too far without a visual payoff.
Blend L-Cuts with sound design
Enhance the emotional impact with subtle music or ambient sounds. An L-Cut works even better when the transition doesn’t just look smooth, it sounds intentional.
Layer soft background tracks underneath or fade music in/out to emphasize a message.
Why L-Cuts Matter in B2B Content ?
- Elevate interview and testimonial content
- Improve engagement by breaking up static talking-heads
- Guide viewer emotion with seamless pacing
- Show and tell at the same time, without losing narrative
- Make post-production video edits feel more cinematic and professional