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Infinite Scroll
Continuously append items as the user scrolls.
Infinite scroll loads the next chunk of content as the user approaches the end of the list. It is designed for exploratory, feed-style consumption where users do not need to remember or return to a specific position.
Use cases
- Social feeds and video reels
- Discovery grids like photos, products, or reels
- Activity streams where recency matters more than position
Pros
- Removes friction from continuous browsing
- Feels native on touch devices
- Encourages longer sessions on discovery surfaces
Cons
- Hard to return to a specific item after leaving
- Footers and later content become inaccessible
- Screen reader and keyboard experiences degrade quickly
Where it fits in the funnel
This pattern most often shows up at these Studio stages:
Core loopRetention
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