5.2. Content Calendar

Twelve posts per month, not thirty

An owner who purchases ingredients, covers shifts, and balances the register cannot maintain a daily post. Twelve a month is doable: three per week, on fixed days, with content recorded in advance.

Where to publish them is determined by actual reach in Mexico. According to DataReportal (Digital 2026), Facebook advertising reaches 93.5 million people in the country, and TikTok grew the fastest, up 22% year over year. X doesn't belong on a pizzeria's calendar.

Day	What you publish	Where	Time
Tuesday	Photo of a dish with its price	Facebook and Instagram	10 min
Thursday	20 to 30-second vertical video	TikTok, Reels, and Shorts	10 min
Saturday	Story of the day's service	Facebook and Instagram Stories	5 min
Day 1 of the month	What's new or monthly offer	Google Business Profile	15 min
Day 6 of the month	Review of results	Performance Report	20 min

That's less than two hours a month in front of the screen. Production is handled separately and fits into a single block.

Everything is recorded in a 90-minute session

Schedule it for Tuesday at 11:00 AM: dough ready, oven hot, and dining room empty.

The shot list

• Eight dish photos, one for each product you want to push, taken with a propped-up phone and window light.
• Three 9:16 vertical videos, 20 to 30 seconds each: stretching the dough, the pizza going into the wood-fired oven, and the first cut.
• One exterior photo with a legible sign, one of the dining room with guests, and one of the kitchen team.

Weight and format are handled by optimized images; just make sure here that none falls below 360 x 360 pixels, the minimum required by Rappi.

Where each shot ends

One session feeds four destinations: the month's posts, the photos for the Google Business Profile, the profile's own menu editor (Edit menu, with description and price per dish) and the aggregators' catalog: Rappi requires a minimum of 15 products with images, a location logo, and a cover photo before activating you.

Every post needs a destination for the click

If your only link is a WhatsApp link, your calendar is working for the social network, not for you.

With your website ready, every calendar slot has a clear destination: Tuesday's photo goes to the menu, Thursday's video to the location page, and Saturday's story directly to ordering.

Recyclable formats

• A 25-second vertical video turns into four deliverables: Reel, TikTok, Short, and, if you later invest in TikTok campaigns, the same file without extra production.
• A blog post is split into three updates: the fact, the photo, and the question; how to write it is covered in quality content.
• A dish photo lives on the post, on the Google profile, and on the Uber Eats or Rappi menu.

The season is planned 30 days ahead

One month's shoot produces the next month's material. In September you film Day of the Dead; by November 15 you already have the shots for holiday posadas and Buen Fin; in December you film the January rosca de reyes. The dates that drive pizza sales in Mexico are fixed: February 14, Lent Fridays with the meatless version, Mother's Day on May 10, back-to-school in August, September 15 and 16, Buen Fin, posadas from December 16 to 24, and New Year's Eve.

Review falls on day 6

On day 1, the report is still incomplete, which is why the calendar box says day 6. During those 20 minutes, look only at phone calls, directions, website clicks, and menu clicks, and decide which dish to feature again next month: keep the one that drove calls, replace the one that only got views. What each metric measures is covered in 6.1 What to measure and with which tool.

If not even those two hours show up, schedule the posts with marketing automation, rely on artificial intelligence for photo captions, or hand over the entire content calendar: the agency handles it from 2,500 pesos per month.