A method and system for identifying social trends are provided. The method includes collecting multimedia content from a plurality of data sources; gathering environmental variables related to the collected multimedia content; extracting visual elements from the collected multimedia content; generating at least one signature for each extracted visual element; generating at least one cluster of visual elements by clustering at least similar signatures generated for the extracted visual elements; correlating environmental variables related to visual elements in the at least one cluster; determining at least one social trend by associating the correlated environmental variables with the at least one cluster.