1. An information processing apparatus for assigning metadata to a content, the information processing apparatus comprising: a storage unit configured to store a content with metadata assigned thereto in a storage apparatus; a first acquisition unit configured to acquire a first metadata value of first metadata from a content to be assigned metadata; a first search unit configured to perform a first search from contents stored in the storage apparatus by the first metadata using the first metadata value acquired by the first acquisition unit as a search condition; a second acquisition unit configured to acquire a second metadata value of second metadata different from the first metadata from one or more contents included in a set of a result of the first search; a second search unit configured to perform a second search from the contents stored in the storage apparatus by the second metadata using the second metadata value acquired by the second acquisition unit as a search condition; a comparison unit configured to find a degree of similarity between the set of the result of the first search and a set of a result of the second search; and an assignment unit configured to assign, according to the degree of similarity, the second metadata value as metadata of the content to be assigned metadata.