corporate · Published 4 November 2026 · Updated 4 November 2026 · 3 min read · Darius Setsoafia
How Can Customer Reviews Give You Better Video Ideas?
Group customer reviews by what people praise, what they found confusing and what needs fixing. Turn a repeated theme into a video when it answers a question a future customer has and you can show the answer clearly.
Find the detail customers keep mentioning
I’d start with the specifics. A review that says the staff were friendly is nice to receive. Several reviews describing how staff helped people choose between two products give you something you can film. Ask a team member to walk through the choice in the same way they would with someone in the shop.
Read praise and criticism across the same period. Give each useful comment a short label, such as choosing a product, finding the entrance or knowing what happens after booking. Then ask whoever handles enquiries whether those subjects come up in conversation too. A small group of reviews can suggest a direction. The team can tell you whether that concern still comes up and what people need to know.
Google Business Profile gives businesses a place to read and reply to their reviews. Include feedback your team hears directly as well, so you can compare what customers say online with what they ask before buying. Google Business Profile guidance on managing reviews
Decide whether to film, explain or fix
| What people mention | What to check | A possible video |
|---|---|---|
| Staff make a difficult choice feel straightforward | Which question or comparison actually helps people decide | A member of staff compares two options using everyday language |
| Visitors struggle to find the entrance | Whether the map pin, directions or signs need attention | A short walk from the nearest landmark to the correct door, once the directions are accurate |
| Customers expected a different process after booking | Whether the service or the explanation needs to change | A walkthrough of the first appointment, showing what to bring and what happens next |
These are illustrative examples. When criticism points to a real problem, I’d fix the problem first. If the entrance signs change, film the new route. If the handover changes, have the person who now handles it show what customers can expect. Make sure the website and booking emails give the same information.
Turn one theme into a brief someone can film
Write a line describing the viewer’s question, a line describing what they should understand and a short list of things to show. For a shop where customers regularly ask how to choose a size, the brief could be for a first-time buyer who wants to know what to measure. Show a staff member taking the measurement and checking it against the shop’s current size guide. Give the viewer a place to find that guide afterwards.
Pick the idea you can demonstrate accurately this week. If two ideas are equally relevant, I’d start with the one your staff keep explaining in person. Once you’ve chosen it, use the content day guide to organise the people, location and shots. How to plan a business content day
Use the insight even if you leave the review off screen
You can make a video about a theme without showing a screenshot or identifying the person who raised it. A demonstration of how the service works can stand on its own.
If you want to feature a particular review as a testimonial in advertising, check the ASA and CAP guidance on permission, evidence and accurate presentation. Keep any excerpt in context and check factual claims before using them. ASA and CAP guidance on testimonials
If you run an independent business in Newcastle or the North East and have a few recurring themes you want to show on camera, bring them to your planning conversation with DS Media. The one-off Business Content Starter includes a film showing how your business works. Business Content Starter
Written by
Darius Setsoafia
Darius is the founder of DS Media — a Newcastle-based video production company specialising in corporate films, conference coverage, and event documentation across the North East and beyond. He has spent over six years working with brands, venues, and organisations to document stories worth sharing.
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