Infinite scroll as a digital technology feature was introduced in 2006 and instantly gained momentum in a variety of platforms. The efficient and engaging technology experience brought by infinite scroll aligns well with the French sociologist Jacques Ellul’s concept of technique. Ellul does not perceive technique as technology, instead, he views it as a phenomenon of efficiency, permeating the societal, political and economic fields of human activity. By applying the characteristics of Ellul’s technique to the infinite scroll feature within social (...) media, this paper uncovers insights into how it aligns with Ellul’s concept. In such a way, the Ellulian perspective allows an understanding of infinite scroll as part of a broader sociotechnical phenomenon. The article does not aim to spread a negative approach towards technology but rather to provide another perspective upon which digital technology might be analysed. (shrink)