Pagination was a way to make users realize how much content they have consumed. With great power comes great responsibility It allows you to continue scrolling indefinitely and it is usually referred as endless scrolling as it continuously loads more and more content - and never stops. It is used by some modern digital - and popular - services such as Twitter, Tik Tok or Instagram. Infinite Scroll is a technique that loads more content as a user scrolls down a page, making it seem like it has no end. Never before have a handful of tech designers had such control over the way billions of us think, act, and live our lives. Infinite Scroll is one of the most successful ones - ever. Since then, all apps and algorithms are trying to get our attention by implementing some specific design techniques to retain our attention from a sea full of possibilities. Yet, at some point, this wish for social-centered improvements turned into income and user-engagement boosting ones. These early improvements were mostly led to contribute to a better society while democratizing technology and enhancing our performance. However, most of them have failed us - people. The digital services have been improved and enhanced in every single feature one can imagine -connectivity, speed, design or utility among others. From the early launches of barely sketched digital services as Messenger or Facebook to their modern successors, there has been a significant leap in quality. Social media has completely changed our modern societies. It has revolutionized communications, to the extent that it is now our preferred medium of everyday communication. In today’s digital age, social media is an increasingly important part of our daily lives. You opened up Instagram just to check what your friend posted - Oh god… half an hour is already gone - or maybe you’ve fallen down the rabbit hole of kitten videos and lost an hour - or three. Infinite Scroll is here to block any slight chance to consciously think about if you still want to consume any content. You listen to one song on Spotify - and the next… you already know. You watch one Tik Tok video, and the next one pops out before you can quit it. You finish an episode on Netflix, and the next one starts right away. But you have certainly used it - in a daily basis - as it is everywhere. You might not know what Infinite Scroll is.
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