1. In a computing device, a method of providing social context for an inter-video object occurring within video content item, the content item being accessible by a plurality of socially networked users within a social graph, the method comprising: receiving preference data indicating user preferences of each of the plurality of socially networked users regarding the inter-video object within the content item; aggregating the preference data across the social graph to form social graph aggregate data; providing the content item to a selected user of the plurality of socially networked users; based upon a location of the selected user within the social graph, generating a selected set of the social graph aggregate data for the inter-video object from the social graph aggregate data for the selected user; providing to the selected user a representation of social context for the inter-video object based on the selected set of the social graph aggregate data; and recognizing the inter-video object during playback of the video content item, and in response, displaying the representation of social context of the inter-video object during playback.