It’s always fascinating to track which bits of content explode uncontrollably and which things unexpectedly flop. As sharing features have been introduced into websites and apps, it would seem that the inclusion of a simple, tweetable button would be a large driver of popularity.

Draw Something has been a runaway success since the beginning of this year, but has only very recently implemented even the most rudimentary of sharing features.

This has us questioning the importance of Facebook like buttons and other supposedly integral aspects of viral content.

So, what are the underlying reasons for sharing something? What makes an app, video or article go viral?

Watch the video for our view on the real impact of sharing features, and the key ingredients that will always make something popular.