Infinite scroll is a web design technique that allows users to continuously load content as they scroll down a page. Instead of clicking through multiple pages, new items automatically appear, creating a seamless browsing experience. This feature is commonly used on social media platforms like Facebook and Instagram, where users can endlessly view posts without interruption. The main advantage of infinite scroll is that it keeps users engaged by providing a constant flow of information. However, it can also make it difficult to find specific content or reach the footer of a website. Balancing user experience with accessibility is essential for effective design.