Video content already drives more than 80% of all internet traffic and will only continue to increase. Hopefully, you’re already using video to engage your market, but even so, it’s crucial for your content to be as user-friendly as possible.


In short, a user-friendly video is one that plays easily and quickly on desktop and mobile, and enables essential playback controls. When your videos are user-friendly, you’re more likely to keep your market engaged and generate your target conversions.


However, you can’t just copy a block of embed code to slap a video on your page and call it a day. How you embed your videos is an important aspect of user-friendly website design.


“Visitors will consider all of your content part of your website, and their experience with your videos will contribute to their overall perception of your brand. The user experience includes the video itself and other things, like how fast it plays, if it buffers, the visuals and control options on your player, and even the video thumbnail,” says Dallin Nead, CEO of Video Supply.


Now let’s talk about how to embed your videos in a way that serves your business and delivers the best content to your market.


Use a third-party video hosting service


First things first: don’t host your own video files on your website. Since high-quality video content takes up a lot of disk space, you don’t want to store videos on your hosting account unless you have a dedicated server with enough storage space and bandwidth to accommodate the intense use of resources. 


If you’re like most business owners, you probably have a shared hosting account and that isn’t good enough to host your own videos. Instead, you need to embed them from another source.


Most people use YouTube because it’s easy and free and there’s already a massive audience on the platform searching for content. However, you’ll get more options with paid sites like Wistia, Vimeo, vzaar, and SproutVideo. Generally speaking, you can expect to pay for a quality third-party video hosting service.


Brand or customize your player skin when possible


There’s nothing wrong with embedding YouTube’s branded player on your website. Businesses have been doing this for many years and it doesn’t necessarily look unprofessional. However, if you’re looking to create a more seamless media experience on your website, consider other options that allow for customization. There are plenty of video hosting services that will provide you with plain or even custom player skins that you can brand to create a seamless user experience.


Embedded videos are everywhere, but only a handful of business owners go the extra mile to create a custom skin or at least display their logo. This might seem insignificant, but consider that the world’s top brands gained their status through a variety of marketing tactics, including simply exposing people to their logos. In fact, research has shown that even exposure to a logo for mere milliseconds has a significant impact on behavior.


If you’re using a video hosting service, find out if there’s an option to have a branded skin for your video player. If not, ask if it’s possible and within the terms of the agreement to have a developer create one for you. If that won’t work, you have another option for hosting your videos in a way that will allow you to use a custom skin, which is discussed in the next point.


Get an Amazon object storage account


If you have a good website developer, you can use Amazon S3 to store all of your video files and have your developer install a player. Many businesses choose JW Player because it’s been reliable long-term, but there are others out there. However, this is only an option if you have access to a website developer. Unlike hosted solutions, with an Amazon S3 account, you’ll need to program the entire aspect of embedding and playback.


If you’re using WordPress for your website, there are plugins, like WP Offload S3 Lite, that can be used to facilitate video embedding.


Embedded videos can help build your brand


Many people find their way to a brand’s website by first watching a video on a platform like YouTube, but it works both ways. For example, when you embed a YouTube video on your home page, visitors can click to watch the video directly from your channel, and then they can subscribe and explore your additional content.


Whether you’re embedding videos with third-party services or custom players on your website, your video content will engage your audience and influence more conversions, so make the experience as user-friendly as possible.