The launch of Tasty marked one of Buzzfeed's earliest trials of hosting content direct to a social network, rather than posting links to drive people back to stories on Buzzfeed.com. This strategy is still unusual because - at the time of writing - BuzzFeed are not gaining direct ad revenue from Facebook video, though there are alternate money-making opportunities to be had, but more on that later.
Buzzfeed's thinking is that the virality of its content is more important. People don't want to click away from Facebook if they don't have to.
“We have to go where the time is spent. You can create the content yourself or work with a partner and they can amplify it" - quote by George Hammer, senior VP of Digitas Studios, who has worked with BuzzFeed for a number of clients.
However, there are integral benefits in uploading videos direct to Facebook. Facebook’s News Feed algorithm tends to favor anything that keeps people on Facebook longer, rather than sending them away to another site - meaning Tasty videos hosted on Facebook are more likely to be treated better than links back to Buzzfeed. Also, the greater the level of engagement (watch time, likes, comments, shares), the more likely Facebook is to show content to other fans.
There are a mixture of links and direct-upload videos on Tasty's Facebook Page nowadays and it stands to reason that the popularity and engagement rates for its videos will have a positive knock-on effect to the reach of future link posts.
Key takeaway: Platform-specific content will pack more of a punch than a "one size fits all" approach. If you don't have the budget or resources to go 100% everywhere you need to be, focus on the platform best suited to your brand and audience.