Implementations of the present disclosure include obtaining one or more queries, processing data stored in a data store based on at least one query of the one or more queries to identify a plurality of users, the plurality of users sharing a commonality that is a subject of the at least one query, generating one or more query-based social circles, the plurality of users populating a query-based social circle of the one or more query-based social circles, the query-based social circle being directed to the commonality and defining a distribution list for distributing digital content provided by one or more users of the plurality of users, and transmitting social circle data corresponding to the query-based social circle to display a representation of the query-based social circle to at least one user of the plurality of users.