A method includes detecting a proximity event associated with a first user and a second user, wherein the proximity event includes the second user being in geographic proximity to the first user and calculating an influence score associated with the proximity event, wherein the influence score is based at least in part on a social gravity of the second user and a duration of the proximity event. The method further includes, upon determining that the influence score is greater than a threshold score, identifying, based at least in part on a geographic location of the first user, a content object associated with the second user for provision to the first user and sending the content object to a client system associated with the first user for display.