had a problem. Their vitally-important YouTube Partners didn’t
understand how to use YouTube’s complex backend systems. They were
relying on classroom training to certify such professionals, but were
only training about 1,000 professionals a year.
My colleagues and I solved this problem by developing 90 videos in
eight weeks thereby creating the YouTube
Certified Online training program. During the following year,
nearly 10,000 professionals took the training, a 10-fold increase.
We made the videos. We scripted them, directed them, led the
production team & post-production team, and then uploaded everything
to the learning management system (LMS) and built out the exam and all
the behind-the-scenes stuff that makes it all work.
Pulling off such a huge transformation in such a short time was
brutal. We didn’t sleep much for two months. But our success was not due
to our ability to work hard or any amount of organization, it was
mostly due to the decisions we made about the post-production
Post-production is the part of video-making that scares Learning
& Development folks the most, probably because they know the least
about it. It seems very technical, dazzlingly creative, and probably
expensive. Yeah, it can be…but it doesn’t have to be.
The key to success is doing things in the right sequence.
- Make an inventory: First things first, you
need to do an inventory. Don’t rush this step or cut corners, because it
is the foundation of everything that comes next. Make sure the names of
your files make sense and that you know how to find things. Back up
your resources, delete the trash, and sort/tag/keyword the rest. Take
the time to note points of interest and any core content. Join any
multi-cam clips, select the best of multiple audio sources, and
generally gain a comprehensive understanding of what you have and where
- Craft the audio: Sound conveys time and tone
to your viewer, but, unfortunately, there is little you can do to fix
audio in post-production. Before you get caught up in visuals, find and
sculpt the best audio takes. First, create your story, sequence, and
flow from the soundtrack, so keep that script from your pre-production
- Create a rough cut: Now open your eyes to what
you just edited, find the weak spots, and look for ways to make the
whole composition stronger. Drop in placeholders for visual references
(images and text) but don’t worry yet about transitions. As soon as your
story is complete and your learning objectives have been met, you’re
done with this rough cut. Now share your rough cut with a small subset
of your target learners, and ask them what they learned. Do not share
this rough cut with anyone else if you can help it. Everyone will want
to see, but you want to wait until the next stage.
- Make it pretty: Until now, you should not have
worried about how good or bad your work looked. Now, you can. Replace
any placeholders with the real content. Conceal any awkward bits with
visually interesting elements such as photos, outtakes, or b-roll video
segments. Smooth things out in a way that reinforces your story.
Ideally, you should listen to your test group of learners before you
start this stage. In practice, feedback tends to overlap with this
stage, and that’s usually okay. You can share this cut with a handful of
key stakeholders as needed, but don’t let them get excited
and forward it around yet. Trust me on this one… the resulting
unsolicited feedback will confuse and delay your project.
- Add the magic of modern technology: Now you
can finesse the transitions, add effects to the video/audio, de-green
that green screen, insert any fancy motion graphics and keyframes, and
do all the other extra stuff that wasn’t possible on a personal computer
20 years ago.
Note that by doing things in this order you will meet your learning objectives halfway through the process. This is key.
There is no possibility that you will hand over a finished product that does not already meet its goal.
Also, you can simply “refine until deadline” and quit when you hit
it. The more time you have, the better it will probably look. But most
importantly, you’ll be motivated in the final stages by producing the
best possible product, rather than by racing to complete your basic
And how did we know what the goals were? We started with the exam.
Before we wrote the scripts, we made the test. When the last step of the
Learner’s process is the first step you take, all the SME and legal and
marketing approvals are identified and engaged upfront. Scope is
unequivocally established. The targets are clearly set, and every single
one becomes a learning objective met by at least one resource.