Great visuals (or B-roll) dress up your narrative and make your story sexy. They also serve a functional purpose: they cover up cuts in your interviews, and they give you editing freedom. Great visuals can be as simple as panning image, or they can be as in-depth as a shot of your subject doing the things they’re talking about.
Once you’ve got interviews and visuals, you have all the tools you need to give your video a point. What do you want people to do with all this great material you’ve collected? Do you want them to share it, donate to a cause, or send in a video reaction? The internet is full of interesting “asks,” and that’s what will put your video on the map.