Techniques disclosed herein describe inferring user interests based on metadata of a plurality of multimedia objects captured by a plurality of users. An analysis tool receives, for each of the users, metadata describing each multimedia object in the plurality of objects associated with that user. Each multimedia object includes one or more attributes imputed to that object based on the metadata. The analysis tool identifies one or more concepts from the one or more attributes. Each concept includes at least a first attribute that co-occurs with a second attribute imputed to a first multimedia object. The analysis tool associates a first one of the plurality of users with at least one of the concepts based on the attributes imputed to multimedia objects associated with the first one of the plurality of users.