A system and method for providing recommendations based on current user interests. The method includes identifying at least one current variable, wherein each current variable is associated with a user device or a user; determining, based on the identified at least one current variable, at least one current user interest of a user profile, the user profile including at least one contextual insight, wherein each contextual insight is based on at least one signature for at least one multimedia content element associated with the user; searching for at least one multimedia content element that matches the at least one current user interest; and causing a display of the at least one matching content item as a recommendation.