o 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.

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.

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.

An example of a recent commercial for Stash & Dash Storage in Rogersville, Tenn., can be seen below.

Whether you plan to film it yourself or hire someone to help, having a solid framework will make the process smoother and more effective. The structure outlined below is one I use often with clients; it’s simple, flexible, and works well for just about any facility.

The Intro
Start your video with a wide, clean shot that sets the tone. Aerial drone footage works beautifully here; it gives a sense of your facility’s scale, layout, and professionalism. If a drone isn’t available, consider a steady pan across the front of your facility, or even a slightly elevated shot from a ladder or balcony. The goal is to quickly establish a strong visual identity: clean, organized, and appealing. This is your digital “curb appeal,” and it matters.

What You’re Selling
Once you’ve established your setting, transition into showcasing what you actually offer. This section should focus on the types of storage units and amenities that set you apart. Think open drive-up units, climate-controlled hallways, wide drive aisles, and paved lots. If your facility features covered boat and RV parking, Bluetooth-enabled locks, dollies and carts, or elevators, show them. These aren’t just features; they’re selling points.

View an example of a facility with several amenities (Mt. Olive Storage in Duarte, Calif.)

Build Trust
Security is a top priority for self-storage customers, and your video should reflect that. Use close-ups and wide shots to highlight security cameras, gated access points, keypad entry systems, on-site managers, and well-lit areas. The goal here is to build trust. When a viewer sees that your facility is secure and professionally maintained, they’re more likely to feel confident storing their belongings with you.

Online Features
Convenience is a huge part of the customer decision-making process, so this portion of your video should show how easy it is to rent and manage a unit at your facility. This could include screen recordings or simple over-the-shoulder shots of someone using your website on a phone or laptop. Show—not just tell—that renting from your facility can be done in just a few clicks.

Call TO Action
Wrap up your video with a strong, clear call to action. Include your facility name, phone number, and website, either as an end screen or integrated into the closing shots. You might even use a simple message like “Rent Your Space Today” or “Call Now to Get Started.” Make it unmistakably easy for someone to take the next step.

Bonus Tip
A final word of advice: Skip the voiceover. Most people watch videos with their sound off, especially on social media. Instead, use large, easy-to-read captions to walk viewers through each section of your video. Keep the text short and direct, using it to reinforce what they’re seeing on screen.

Before you film, take a moment to walk the property and think like a potential customer. Are the driveways clean? Are all the doors closed? Is anything distracting or out of place? Tidy up first, then plan your shoot. This is especially important if you’re bringing in some help to film. You don’t want to waste footage due to unkempt landscaping or trash on the property.

Unlike portrait photography or cinematic video, you don’t need to chase the golden hour. What matters more is ensuring the front of your building is well lit and not in shadow. That ideal lighting may change throughout the day depending on your facility’s orientation, so be observant about when your facility looks best. You might even find that a slightly overcast day provides better, more balanced lighting, especially for close-up shots where harsh sun could create distracting glare or shadows. If your facility features strong exterior lighting, motion-activated lights, or illuminated signage, consider filming a few shots after dark to show those features in action.

For filming, keep it simple. A modern smartphone is perfectly capable of capturing high-quality footage. To improve the look and feel, use a tripod or stabilizer to keep your shots steady and smooth. You don’t need fancy equipment, just good framing, a steady hand, and a clear plan.

As you edit, keep your final video to around 60 seconds or less. That’s long enough to tell your story without losing the viewer’s attention. Focus on pacing. Each section, whether you’re showing amenities, security, or how to rent, should be clear, concise, and visually engaging. Include background music if you’d like, but remember that many viewers will watch with the sound off. That’s why it’s essential to include large, easy-to-read captions that guide the viewer through the story. Keep them short, direct, and timed to match what’s happening on screen.

Once your video is ready, share it strategically. Start with your Google Business Profile, but keep in mind that it only allows video clips up to 30 seconds. To make the most of this, either create a shortened version of your commercial or break it into multiple segments, such as one showing amenities, another for security, and another highlighting your online rental process, and upload them individually. These clips often show up in local search results, so it’s worth the effort.

You should also upload the full video directly to your other channels like YouTube, Facebook, and Instagram. Native uploads (not links to YouTube pasted into the post) perform better in social feeds and are now indexed by Google, meaning your video can help improve your search visibility. Include a short caption with your location, key features, appropriate hashtags, and a clear call to action. From there, you can embed the video on your website, link to it in email campaigns, or use it in digital ads.

At the end of the day, your facility’s commercial doesn’t need to win awards—it just needs to work. It should build trust, highlight your strengths, and give potential tenants a clear reason to choose you. With the tools most of us already have, a little bit of planning, and a smartphone, you can create a professional-looking video that sets your business apart.

And with new opportunities like Google indexing Facebook and Instagram content, plus video uploads to Google Business Profiles and YouTube, your commercial can do more than look good—it can help you get found. In a competitive market, those 60 seconds could be the difference between someone clicking away or clicking “Rent Now.”

So if you’ve been putting off video marketing because it felt too expensive, too complicated, or just not your style, now’s the time to take another look. Your customers are watching—make sure they like what they see.