Implementations include receiving a first image that displays context of an event, the first image being received during the event, receiving a first identifier associated with a first attendee, the first identifier being associated with a user profile in a computer-implemented social networking service and being determined based on processing of the first image to detect a presence of the first attendee in the first image, determining, based on the first identifier, that the first attendee is a contact of a user within the social networking service, populating an event social circle to include the first attendee, the event social circle being associated with the user and defining a distribution for digital content generated by the user within the social networking service, receiving digital content generated by a computing device of the user, and distributing the digital content based on the event social circle.