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 feature is commonly used on social media platforms like Facebook and Instagram, where users can endlessly scroll through posts and images. This design approach keeps users engaged by providing a constant stream of information. However, it can also lead to challenges, such as difficulty in finding specific content or losing track of time while browsing. Balancing user engagement with usability is key for websites using infinite scrolling.