Storage Sense and Valley Storage Explore Social Influencer Marketing

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Self-storage operators Storage Sense and Valley Storage recently teamed up with two niche social media influencers to promote their properties. The two experimental initiatives have led to more than a dozen new rentals each, according to a press release from Storage Asset Management (SAM), the company that provides third-party management for the two brands.

When researching personalities, Paige Weary, SAM’s social media strategist, looked for people who speak with esteemed authority, who know their field and have a loyal following, the statement said. She also looked for people who could authentically promote the self-service storage experience. “I wanted to avoid someone who had a large following but not a lot of engagement or respect within their community. I also wanted to avoid an influencer who didn’t seem authentic or didn’t fully understand the need for self-service storage,” Weary said.

Called “micro-influencers,” the people chosen by SAM have a following larger than the average person but smaller than a celebrity, with around 1,000 to 100,000 followers. Each promises honest content that will serve their viewers, and subscribers gladly show their support when that promise is delivered, according to the statement.

Storage Sense collaborated with Jon Schoeller, a real estate investor who creates YouTube videos. He and his wife, Rhianna, share their house flipping adventures and exemplify a natural voice for an industry that benefits from self-storage. In a recent post, the couple discussed the benefits of renting storage when buying a home, displaying a Storage Sense installation in the background. Rhianna offered viewers a code that would allow a new tenant to waive their administrative fee and receive a free unit lock. The net result was 15 rentals.

Valley Storage has partnered with TikTok creator Sydnysky, who operates an online store selling vintage merchandise. She filmed two TikTok videos featuring the self-storage operator and spoke about storage with the company during a local news segment. She shared her overall experience, from packing boxes and moving her boxes to navigating the facility and opening her unit. Like Schoeller, she offered her viewers a discount code that brought in 15 new rentals in a month.

Storage Sense operates more than 215 facilities in multiple states.

Owned by Todd and Tina Snook, Valley Storage has 54 locations in six states.

SAM provides third-party management to 515 self-service storage facilities. Based in York, Pennsylvania, it employs more than 800 people at its stores, regional offices and corporate headquarters.

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