The present disclosure is directed to collaborative feature learning using social media data. For example, a machine learning system may identify social media data that includes user behavioral data, which indicates user interactions with content item. Using the identified social user behavioral data, the machine learning system may determine latent representations from the content items. In some embodiments, the machine learning system may train a machine-learning model based on the latent representations. Further, the machine learning system may extract features of the content item from the trained machine-learning model.