Infinite scrolling 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 method is commonly used on social media platforms like Facebook and Instagram, where users can view an endless stream of posts. This feature enhances user engagement by encouraging longer browsing sessions. However, it can also lead to information overload, making it difficult for users to find specific content. Designers must balance the benefits of infinite scrolling with the potential for user fatigue and distraction.