http://www.reelseo.com/taco-bell-facebook-video/
Taco Bell is using FaceBook as a content hub and main way of interacting with followers online. This is similar to its behavior on Twitter, in which it uses quick responses. 92% of its video views are coming through FaceBook videos.
This makes sense because FaceBook is very flexible regarding formats, and customer behavior in relation to Taco Bell is often a short-term interest – A person is hungry and wants taco bell. They go through the drive-thru, eat their food, and move on. Similarly, one of Taco Bell’s menu items is interesting – perhaps a new item is available and featured in a video. It raises interest, and people click to watch the video. They leave quick responses, perhaps sharing with friends.
FaceBook feeds are heavily biased toward current events within a 36-48 hour window, both for FaceBook followers in Taco Bell’s audience and for the video uploaders. Most views that will happen for a video on FaceBook happen the first day. YouTube, in contrast, is more of a long-tail platform, relatively speaking.