In a social networking system, photographs and photographic sets are recommended to a user based upon information gathered from the user's social networking profile, as well as information gathered from the social networking profile of the user's friends, and the general pattern of usage by the user of various elements of the social network. In one embodiment, information entered into the social networking profile of the user is used to recommend additional photos and sets of photos. In one embodiment, user preferences indicated by the user via elements of the social network are considered in recommending photos or photo sets. In one embodiment, the general usage pattern of the social network is considered when recommending additional photos and sets of photos to the user. In one embodiment, profile information, usage information, or the indicated preferences of the user's friends are used to recommend additional photos and photo sets.