Video Marketing: What Does a Video Producer Do?

October 5, 2016


In many households, there’s usually a leader that takes charge to get things done. They’re the ones that plan the meals, do the laundry, drive the kids around, coordinate activities, and make sure everyone in the family feels loved every day. Well, consider a video producer “the household leader” of one big video family.

A video producer coordinates and manages all aspects of a video production process from start to finish. In a nutshell, a producer may help with creative direction, setting a budget, writing scripts, organizing logistics, deadlines, and communicating with the client each step of the way. But, like the leader of the household, there’s so much more that is done under the surface in order to accomplish a project.

Good video producers have a unique blend of fierce attention to technical detail, yet are patient enough to work through big picture changes with clients. They can help create visually creative and inspiring stories that tug at your heartstrings, yet they know how to stick to hard and fast deadlines. Think of them as an air traffic controller, managing moving parts, specific direction and timing, all while listening to Sarah McLachlan in the background.

Throughout the entire video production process, one thing is consistent – a video producer is in constant communication with their client. Working to help creatively execute something as unique and subjective as a video project requires a lot of trust, communication, and expectation setting. At the very core of a video producer is their relationship with their client, which sometimes even turns into friendships.


At the very genesis of a video project, a producer can be a huge asset in helping not only in the coordination of the project, but with creative vision and strategy. This may be one of the most important elements of a video producer’s job. Not just any video is good video. By developing a video strategy that fits within an overall marketing strategy, videos are more likely to be successful, no matter how success is defined.

As that strategy is discussed, a video producer can also dig deep to discover the messages that should be coming across in the video. Not to mention, making sure those messages are heard loud and clear throughout the whole production of the video to keep the video on target.


Once a video project kicks off, a video producer will head up all of the logistics and management of the shoot day. Think of it as one, giant, well-organized event. They’ll coordinate and provide directions to set, talent and character management, equipment needs, day-of schedule, locations, on-site creative direction and quality control of messaging. Not to mention carrying equipment and running around. Why else do you think video producers where jeans on set? All of this is done while carrying a clipboard with a pen behind their ear. Or maybe that’s just me…


After shooting is complete, a video producer works very closely with the editor to write scripts, manage production timelines, review content details, track budgets, critique creative execution of the editing process, and ensure deadlines are met. Ultimately, video producers help to bring your video vision to life. They help to tell the underlying story, they pay attention to the minute details, and, overall, help meet marketing goals.

You can try producing a video by yourself, but having a trained video producer as part of your video production process will prove to be easier, more strategic, and ensure your final product is something you can be proud of.

Digital & Social Articles on Business 2 Community