What is a video or podcast producer? And how to hire the right one.
What is a video or podcast producer? And how to hire the right one.
What does a video producer or podcast producer help with? What skills should these producers have and what’s the right way to hire a video or podcast producer? These are questions I often find in my DMs.
“Hi, I need a producer for my… (podcast, YouTube channel, virtual event, social media content strategy, etc…),” is how it usually starts. I love getting cold lead messages from people, it makes me very proud of the website we have built, and puts faith in my online content strategy abilities. My grad school marketing professors would be very proud!
My undergrad production professors though might be annoyed with me. Mostly because I have not taken the time to explain the job and responsibilities of a real bonafide producer to my readers. Not like the Shonda Rhymes’ of the world. I’m talking about the ones who usually don’t get any shine because they/we are too busy PRODUCING excellent content for someone else, and we don’t always have time for our own.
That’s right! Working in video and podcast production is not as glamorous as it might seem. We’re all just trying to do what we love as fast as we can, because for some reason deadlines keep getting tighter and tighter on us. I digress… the point of this blog post is to help guide you, my fellow go-getter, on what a video and podcast producer does, should be able to do, and how to make sure they are truly capable of delivering what they promise.
BUT FIRST…
You know you need a producer when you are ready to give your audience the best content they’ve ever seen from you or your brand.
HERE’S HOW YOU KNOW YOU NEED A VIDEO OR PODCAST PRODUCER
You need a producer when you are ready to invest real money into your video or podcast production. You might have already done tons of DIY content, joined different support groups, and even paid for a couple of courses to get better, or someone to edit and write pro-level copy for you, but now you’re ready to level up and bring your A-game to the content world.
You want to show your audience that you are truly invested in serving them. Which shows your audience that you are ready to turn them into loyal, happy customers of whatever it is you offer. Because we’re all offering or selling something, even if it’s our own image as an authority, or doing our content because we are passionate about the message. Don’t get it twisted, we’re selling, and if you’re here it’s because you know someone is out there buying it.
You know you need a producer when you are looking for a better strategy, a fresh creative direction for your content, or a more efficient production process. I work with a lot of clients who’ve built significant audience loyalty, and have spent years honing their content, mostly on their own. When they come to me, they’re usually ready to give their audience better, more engaging and higher value content. What I hope you’re noticing here is that there is a common link between all three things I mention above that should help you determine if you are ready to work with a producer, and this common link is that you should be ready to give your audience the best content they’ve ever seen from you or your brand.
HERE’S WHAT A VIDEO & PODCAST PRODUCER DOES
A producer does all kinds of stuff. Usually when my family asks me: “What do you work on all day?” I say: “I work on getting sh*# done better than I did the day before.” If you haven’t noticed I’m a type A personality, and I like getting things done, and as close to excellently as possible. So let me break down the main things a producer in video or podcasting would be responsible for. By the way, each medium has a slightly different definition of a producer so I’ll list both.
In video and podcasting, a producer often outlines and writes scripts. They might also write questions, and conduct interviews themselves. Or they might be in the field running the production and some even direct as well.
In video, a producer often scouts locations, secures appearance releases, applies for film permits, helps hire crew (depending on the production size), and makes sure the call sheet goes out, before each day of filming - to let everyone know the run of show for the day and what time to show up where.
In podcasting, a producer will also listen to interviews, help make editorial decisions while building a story, write intros and outros, and work with the editor to build a solid episode.
In video, a producer will write the “edit script” (the version of the script after the filming is done), maybe assemble the first draft of the video, work with a video editor, and supervise the post-production all the way until the client says “I love it”.
In between all of this - producers in well-rounded media companies like mine - also manage the project. This means they set the production schedule, manage the budget, hire the crew, supervise licensing of materials and music, collect all legal forms and bundle everything up in a neat package that gets delivered to the clients with their final product.
HERE’S WHAT A VIDEO PRODUCER OR PODCAST PRODUCER SHOULD BE ABLE TO DO
Besides a lot of what I mentioned above, a producer should be able to keep their cool in high stress situations, have a positive demeanor, be adaptable to changing environments and know how to lead by example. They should be kind, but firm in their actions, and they should ALWAYS make sure the crew are taken care of and respected.
A producer should also be able to tell time, and keep track of it well, because they are the ones who make sure no one works overtime (unless it is strictly necessary) and because of this, they protect the client from overspending, by making sure things to move along as scheduled.
HERE’S HOW TO MAKE SURE YOU HIRE THE RIGHT VIDEO OR PODCAST PRODUCER
Do you research on any producer or company you consider hiring to produce your content. This is one of the good things about production, it’s hard to grow as a producer if you don’t have a good rep. In television, people always ask for references, and it should be no different in the online content world. I never feel insulted when a potential client asks to see work samples or a testimonial from a client. I respect them more for asking, because what they are doing is showing me they are serious about the project.
Make sure you have a clear idea of what you want your project to look or sound like. This is the only way for the producer to assess the scope and cost of the project. You need to show clear examples of your desired outcome and the best way to do this is with a creative brief. A creative brief tells the story of your project and gives visual or audio examples of what you want. If you don’t have one, this is actually something I help my clients create, as part of a consulting session with me.
Ask questions so you can understand the process better. Examples include: what is your usual turn-around time? How much of my time will you need? Will you be working on this full-time or part-time? How often can I expect to see milestones? How many rounds of changes will I get with the cost you quoted me? Do you license the music for me or is that separate? (More on this later, because trust me it matters). Do you require a deposit? (This is very normal). And last, but no less important - Do you have a contract or service agreement? The answer to that last one should be yes.
As you can see, understanding the responsibilities of a vide producer or podcast producer is critical in making sure you are ready to work with and hire the right producer for your project. Whether you go with a freelance producer, a production company, or a full-service media producer like me, make sure you are keep this post handy as you embark in this process.
You can learn more about the services I offer here, and if you think you’re ready to invest in your video or podcast production, take my Production Roadmap Quiz and clear a path to your next step in content creation.