What’s interesting is there’ve been a couple threads recently on HN talking about this with medium. Bloggers who’ve lost a significant amount of self referral traffic by relying on medium for it’s traffic spikes.
Seems to be a common pattern unintentionally trading your long tail for initial spike traffic. I’d be surprised if this is ever sustainable.
But with native video, you don't get that. What happens on Facebook stays on Facebook. People who watch a video on Facebook might like the video or even leave a comment, but they won't follow through and go to CollegeHumor's website. When they're done with the video, they'll just continue scrolling through their feed.