In the realm of digital communication, understanding how individuals process information across various media types is crucial. This paper explores cognitive load across different media types, including images and videos. Drawing on the Limited Capacity Model of Motivated Mediated Message Processing and Cognitive Load Theory, the study employs eye-tracking technology alongside traditional methods to measure cognitive load. Our study aims to explore the relationship between eye tracking and cognitive load across different media types. The study’s novelty lies in its use of eye-tracking technology combined with traditional methods to offer a comprehensive understanding of visual attention and cognitive processing in social campaigns. The authors were motivated to explore this area to enhance the effectiveness of digital communication strategies by assessing how images and videos impact cognitive load. By leveraging eye-tracking technology, the study provides precise insights into visual attention and cognitive effort, ultimately improving the effectiveness of digital communication strategies.