In a digital content team, a video producer is, by definition, responsible for creating audiovisual productions. They work closely with a camera operator, director, and often also with a reporter or presenter. 

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A knack for organisation 

In smaller content organisations, the role of video producer sometimes falls to the content manager. Both spend much of their time organising productions. However, given the growing success of online video, more and more companies choose to appoint a dedicated video producer. This role can be in-house or external, working for a content production partner. If the producer works externally, the content manager in the company is often their primary point of contact.

So, what exactly does a video producer organise? They secure the necessary facilities (where to film, when, and with whom), determine which equipment is needed, and crucially, bring in the right people. Is a single camera operator enough, or is extra support needed for lighting and sound?

The admin side of creativity 

A video producer’s planning results in a production schedule that all internal and external stakeholders can follow, ensuring the production runs as smoothly as possible. It also means the producer must handle the administrative follow-up of the project. In other words: even a focus on video comes with its share of paperwork. 

Handling the unexpected  

Producing online video comes with a higher chance of the unexpected than creating written content. Of course, surprises happen in all forms of content creation, but for a video producer, problem-solving is a core part of the job. 

Bad weather? Need to remove a logo at the last minute? For a video producer, reacting to unforeseen events is part of the daily routine.  

That can range from adjusting to weather conditions not in the script, to ensuring certain elements appear (or don’t appear) in frame, to dealing with unexpected expenses while still keeping the production budget under control. 

Technical skills that go beyond the camera  

A video producer must understand what makes great video, but their real added value lies in their management skills. They need enough technical knowledge to work effectively with lighting, sound, and camera specialists. On top of that, they must be able to communicate clearly about the production, handle stress, adjust plans quickly when needed, and take responsibility for outcomes. 

Is a video producer also a director?  

Often, producers have learned their craft in practice, sometimes after studying at film school. But they are not directors. A director—working with the camera operator— makes the creative decisions that shape the final result, from research and scripting to editing. For smaller productions, some companies combine both roles. But in most content teams, the producer, director, and camera operator are distinct positions, each with their own expertise.