5.1. Social Networks That Sell

One minute on why twelve posts a month deliver more than thirty. Details begin below.

Which social networks deserve your time and which ones don't

DataReportal Digital 2026 measures ad reach in Mexico: Facebook reaches 93.5 million people, representing 70.7% of the population, while TikTok was the fastest-growing platform, up 22.0% year-over-year.

For your pizzeria:

• Facebook is the platform with the largest user base in Mexico. That's where business hours, the updated menu, and holiday schedules belong.
• Instagram and TikTok are where the product is seen. The same video works on both without re-editing.
• YouTube lets you upload for free via Shorts using that exact same vertical file.
• X and LinkedIn don't sell pizza. Ignore them and get those hours back.

The format that delivers: 15-to-30-second vertical video

Export at 1080 x 1920 px, 9:16 aspect ratio, H.264 codec.

Shoot it assuming it will be watched with the sound off: burned-in subtitles, large text in the first second, and your brand in the final frame. For a pizzeria, process works, not a static plate: stretching the dough by hand in a single take, the pizza sliding in and out of the oven, slicing the first piece, the delivery driver heading out to Juriquilla or Roma.

Realistic cadence: three per week, recorded during a twenty-minute shift and edited on a phone.

What doesn't deliver

• The promo flyer uploaded as an image, with eight-point font.
• Text carousels over colored backgrounds.
• Unbranded pizza memes: they entertain people who will never order from you.

Where social media and local SEO meet

Google Business Profile—as it is called today, what in the lesson 3.1 used to know as Google My Business—features a field almost nobody fills out: Edit profile > Contact > Social profiles. It supports one link per platform across Facebook, Instagram, LinkedIn, Pinterest, TikTok, X, and YouTube, and Google displays recent posts from those accounts directly on your profile. Your social content becomes a search surface.

• The name must be identical everywhere. “Pizzería La Toscana”, not “Pizzería La Toscana | The Best in Querétaro”. Google prohibits slogans and keywords in business names, and the addition breaks consistency across your profile, your social media, and directories.
• Tag the exact venue location, not the city. When a diner tags that place, their post appears on that location's page, visible to people just a few streets away.
• End every video by asking for a Google review, not the like. It's the bridge between social content and the groundwork you laid in lesson 3.2.

The bio link should lead to your own page: the menu, featuring prices and an ordering button. If it points to a Linktree or a delivery app, you give away the click and lose actionable data.

How to tell if a post brought in orders and not just likes

1. Tag the link. Add ?utm_source=instagram&utm_medium=bio&utm_campaign=reel-margarita at the end of the URL. In GA4, it appears under Reports > Acquisition > Traffic acquisition.
2. Tag key events. Since March 2024, GA4 conversions are called key events. Path: Admin > Data display > Events, and toggle the star. The ones that matter for a pizzeria are clicks to WhatsApp, clicks to tel: and the click on “Get directions”; they are tracked as generate_lead.
3. Link your Business Profile with GA4. Admin > Product links > Google Business Profile links > Link. You need an Editor or Administrator role in GA4 and Owner or Manager of the profile. It pulls calls, messages, bookings, directions, and website clicks alongside web traffic. Google Business Profile only retains six months of these metrics: export at the end of each month.
4. Use a different code for each network. “TIKTOK50” is only mentioned on TikTok. The register tallies it, and nobody disputes the attribution.

Reach, impressions, views, and likes don't show up in the register. Link clicks, messages, calls, directions, and promo-code orders do.

Once organic content takes off, that exact same video gets ad spend behind it without producing anything new: on Meta drop a pin on the map with a radius starting at 1 km and target “people recently in this location,” which is how you reach the office worker who eats lunch there on weekdays but lives far away; on Google Ads the same file works as a video asset in Demand Gen campaigns, running across YouTube Shorts, Discover, Gmail, and Maps.

If the click arrives and the order doesn't close, the problem is on your menu page, not on the social network: that's fixed with conversion rate optimization. And if no one can keep up with three videos a week plus the reporting, that's the monthly plan.