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Reel power - why it's time to rethink self-storage commercials

By Josh Huff - Originally published by Modern Storage Media (MSM) on September 5, 2025


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Do you remember when commercials meant pricey TV slots during prime time or high-budget ads during the Super Bowl? For most of us in the self-storage industry, the word “commercial” still feels like it belongs in that world—something reserved for national brands with deep pockets and slick production crews. Between streaming services and the social media scroll, who really watches commercials anymore?


It turns out, everyone does. They just look different now.


Short-form video has become one of the most powerful marketing tools in your pocket, and it’s not just about TikTok trends or influencer videos. Today, platforms like Facebook, Instagram, and YouTube are not only where your future customers spend time—they’re also where Google looks for content.


That’s right. Google recently began indexing content from Meta’s platforms, meaning that videos posted to your facility’s public Facebook or Instagram pages can now show up in search results. Combine that with the ability to post short videos directly to your Google Business Profile, and suddenly a 30- to 60-second video of your property becomes more than just a fun bit of marketing—it’s an indexed signal that can bring you leads.


In an industry where decisions are often made based on first impressions, these new video tools give facility owners and operators an opportunity to stand out in an increasingly crowded marketplace. The best part is that you don’t need a million-dollar budget to make it happen.


A Game-Changer

If you’ve ever looked at your local competition and thought, “Their facility isn’t that different from mine; why are they getting all the leads?” the answer may come down to visibility and trust. A short, well-made commercial establishes both.


More Visibility Where It Counts

Video content grabs attention better than photos or text. It gives you a chance to show off—not just say—what makes your facility special. When uploaded correctly, these videos can showcase how you can meet the needs of your customers right where they’re searching on Google, YouTube, and social media without them ever needing to leave those platforms. By the time they get to your website, they’ll already know what you offer. If you aren’t using these free channels to feature your property, you’re missing a major opportunity to attract new renters.


Trust Is Built Visually

Renting a storage unit is a personal decision. People are trusting you with their belongings, often things that matter deeply to them. A short commercial gives you the chance to build trust before they even click “Rent.”


Show them a clean facility. Show them the gates, the cameras, the lighting. Let them see that you’re proud of your property and that you care about security, convenience, and customer experience. Video gives customers a sense of familiarity, and that often makes the difference between booking with you or clicking to the next facility down the road.


Good Commercials

Creating a commercial for your storage facility doesn’t require special effects or a professional film crew, but it does require a clear plan. The most effective videos are short (ideally around 60 seconds), visually engaging, and thoughtfully structured to highlight what sets your facility apart. Think of it as a digital handshake: a quick, compelling first impression that builds trust and draws people in..... (read more at Modern Storage Media)



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