Infinite scroll
A list that automatically loads more items as the user scrolls toward the bottom.
Instead of paginating, the page fetches the next batch of content when the user nears the end. The pattern keeps users in flow, which is why social feeds use it. The cost: the footer becomes effectively unreachable, the back button often loses scroll position, and orienting to 'page 47' is impossible. 'Load more' buttons are the compromise — auto-feel without surrendering control.
Also called
endless scrollauto-load
When to use
- Feeds and social streams where users browse without a destination
- Search results where pagination interrupts scanning
- Content where the user is unlikely to need the footer or a specific page
When not to use
- Lists with important footer content
- Catalog or e-commerce results where users want to compare and bookmark positions (use pagination or Load more)
- Accessibility-critical contexts where keyboard users get trapped
Related
Source
Web vernacular; widely adopted by social feeds in the 2010s.