TL;DR — To maximize your B2B event communication reach, prioritize 4 key formats: LinkedIn square (1200×1200), LinkedIn landscape (1200×628), email header (1200×800), and email signature (compact format). Each format has a specific use and optimizes distribution on its channel.
The same content can generate very different results depending on the format used. Each channel (LinkedIn, email, website) has its technical specificities and optimal uses.
The challenges:
- Visibility: some formats take up more space in the feed
- Engagement: optimized formats generate more clicks
- Compatibility: each platform has its technical constraints
- Adoption: easy-to-use formats increase sharing rate
Characteristics
- Dimensions: 1200×1200 pixels
- Ratio: 1:1 (square)
- Use: LinkedIn feed posts
- Recommended weight: < 5 MB
Why it's essential
Advantages:
- Maximum visibility: takes up more space in the feed than rectangular formats
- High engagement: format favored by LinkedIn algorithm
- Mobile-friendly: displays perfectly on smartphone
- Versatility: also works on Instagram (1080×1080)
When to use:
- Main feed posts
- Important announcements
- Engaging content (testimonials, key figures)
- Countdown
Recommended structure
Upper zone (30%):
- Event logo
- Event name
- Dates and location
Central zone (40%):
- Exhibiting company name
- Booth number
- Key message or benefit
Lower zone (30%):
- CTA (badge, meeting)
- Official hashtag
- Exhibitor logo (optional)
Characteristics
- Dimensions: 1200×628 pixels
- Ratio: 1.91:1 (landscape)
- Use: Shared links, LinkedIn articles
- Recommended weight: < 5 MB
Why it's important
Advantages:
- Automatic preview: LinkedIn generates a preview when you share a link
- Improved click rate: links with images have 2x more clicks
- Professionalism: standard format for B2B
- SEO: improves referencing of shared links
When to use:
- Link sharing (program, registrations, articles)
- LinkedIn articles (cover image)
- Posts with external link
- Communication on detailed program
Recommended structure
Left zone (60%):
- Main visual (event photo, illustration)
- Overlay with text if necessary
Right zone (40%):
- Event name
- Dates and location
- Main CTA
- Event logo
Alternative: Centered design with text overlaid on image
Characteristics
- Dimensions: 1200×800 pixels
- Ratio: 3:2 (landscape)
- Use: Newsletter header, email marketing
- Recommended weight: < 200 KB (optimized)
Why it's effective
Advantages:
- Immediate impact: first thing seen in email
- Visual consistency: reinforces event identity
- Open rate: emails with visuals have +26% open rate
- Integrated call-to-action: can include clickable button
When to use:
- Event newsletter
- Announcement emails
- Reminder emails
- Exhibitor emails
Recommended structure
Upper zone (20%):
Central zone (60%):
- Main message
- Dates and location
- Main visual (photo, illustration)
Lower zone (20%):
- CTA (clickable button)
- Link to event website
Note: Ensure text is readable even if images are disabled in email.
Characteristics
- Dimensions: 600×150 pixels (approximate)
- Ratio: 4:1 (very wide landscape)
- Use: Exhibitor email signatures
- Recommended weight: < 50 KB (critical for loading)
Why it's powerful
Advantages:
- Constant reminder: visible on every email sent
- Cumulative reach: multiplied by number of emails sent
- Credibility: shows exhibitor involvement
- Zero cost: once integrated, works automatically
When to use:
- Exhibitor email signatures
- Event team email signatures
- Partner emails
Recommended structure
Minimalist design:
- Event logo (small)
- Event name (short text)
- Dates (compact format: "Nov 7-9, 2025")
- Badge or website link (button or clickable text)
Example HTML code:
<img src="[IMAGE_URL]" alt="[Event name]" width="600" height="150" />
<br />
<a href="[Badge link]">Get my free badge</a>
To maximize LinkedIn reach
Priority 1: LinkedIn square (1200×1200)
- Best engagement
- Maximum visibility
- Standard format
Priority 2: LinkedIn landscape (1200×628)
- For shared links
- LinkedIn articles
- Posts with external link
To maximize email reach
Priority 1: Email header (1200×800)
- Main newsletter
- Announcement emails
- Immediate impact
Priority 2: Email signature (600×150)
- Constant reminder
- Cumulative reach
- Zero cost
LinkedIn square (1200×1200)
Constraints:
- Max weight: 5 MB
- Accepted formats: JPG, PNG
- Resolution: 1200×1200 minimum
Optimizations:
- JPG compression quality 85-90%
- Color reduction if necessary
- Test on mobile before publication
LinkedIn landscape (1200×628)
Constraints:
- Max weight: 5 MB
- Exact ratio: 1.91:1
- Accepted formats: JPG, PNG
Optimizations:
- Respect exact ratio (otherwise LinkedIn crops)
- Readable text even in thumbnail
- Visible and clear CTA
Constraints:
- Max weight: 200 KB (ideal < 100 KB)
- Accepted formats: JPG, PNG, GIF
- Email client compatibility (Outlook, Gmail, etc.)
Optimizations:
- Aggressive compression (JPG quality 70-80%)
- Text fallback if images disabled
- Test on multiple email clients
Email signature (600×150)
Constraints:
- Max weight: 50 KB (critical)
- Accepted formats: JPG, PNG, GIF
- Email client compatibility
Optimizations:
- Maximum compression (JPG quality 60-70%)
- Minimalist design (fewer details = lighter file)
- CDN hosting for fast loading
8) Creation checklist
LinkedIn specific
Email specific
9) FAQ
Which formats should I prioritize for a B2B event?
Prioritize LinkedIn square (1200×1200) and LinkedIn landscape (1200×628) for posts, plus an email header (1200×800) and email signature (compact horizontal format).
Why is LinkedIn square format important?
Square format (1200×1200) takes up more space in the feed, generates more engagement, and works well on mobile and desktop.
How to optimize a visual for email signature?
Use a compact horizontal format (approximately 600×150), with a short message and clear CTA. Ensure the file is light (< 100 KB) for fast loading.
Do I need to create all formats for each exhibitor?
Yes, each format has a specific use. Offer them all in a complete kit with individual or ZIP download.
Which format generates the most reach?
LinkedIn square generates the most direct engagement, but email signature has significant cumulative impact (visible on every email sent).
Next steps
- Identify your priority formats: LinkedIn square, LinkedIn landscape, email header, email signature
- Create your templates: one template per format with customizable zones
- Optimize technically: weight, dimensions, compatibility
- Test before launch: mobile, different email clients
- Deliver to your exhibitors: complete kit with usage guide
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