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Video in Web Design: Primer to Effective Video Integration

The increasing role of video in web design has gained significant momentum and is considered one of the most prominent changes in the tech industry.

Written by RamotionOct 18, 202318 min read

Last updated: Oct 18, 2023


The increasing role of video in web design has gained significant momentum. It is considered one of the most prominent changes in the industry in today's fast-paced technology.

Video content has become a powerful tool that web design experts can leverage to increase user retention, engage visitors, and create remarkable user experiences. These video content can range from simple and informative to extremely dramatic themes.

Since millions of people around the world utilize the internet, videos can play a significant role in increasing your exposure by placing them on your website. Web-based videos are intrinsically engaging mediums that can simplify complex ideas and communicate information engaging and expressively.

It can also induce emotions about certain subjects and tell stories more effectively than static images or text. Incorporating video into website design can create visually stimulating and immersive experiences that keep visitors hooked on your website content.

Most businesses use videos to demonstrate how their products work, broadcast a commercial, or share specific information about their products or services. This makes web video an excellent tool for storytelling.

Integrating video content into website design enables companies to showcase extensive brand video integration to present interactive product exploration or services and relate with their target audience on a deeper level.

This approach helps companies create a more memorable and personal connection with potential customers. With more and more businesses utilizing them on their websites, web videos have become integral to Internet marketing strategies for companies across various industries.

While integrating videos into websites offers numerous benefits for businesses, it's more complex than embedding a video and hoping for the best. As simple as it may sound, integrating video on websites is driven by several factors that involve certain technologies, user preferences, and the need for more engaging and interactive web experiences.

Having a clear picture of how to integrate videos on your website effectively can help you shape your video strategies and tailor your content and placement to cater to your target audience.

This guide'll dive into various methods and best strategies for seamlessly integrating videos into your website. Additionally, you will learn where to find and customize video embed codes and utilize advanced video integration techniques to help you create a harmonious balance between video content and other essential elements of design and information.

Understanding Video Embedding

Web videos are any online videos played over the internet. With the advent of various video editing tools and excellent browser performance, web designers and developers can now embed videos into their website design projects to capture users' attention and keep them engaged in their content.

Before thoroughly discussing video embedding in practice, we must discuss its meaning.

Imagine you've managed to edit a captivating vlog video that's now live on various video hosting platforms such as YouTube, Vimeo, and Dailymotion. Naturally, you wouldn't want visitors to navigate away from your website, potentially getting lost in a sea of content and forgetting to return. This is when video embedding comes in handy.

The term video embed pertains to adding video content from an external source of video directly to your website or web applications such as content management systems (CMS) or custom software applications. This allows you to pull or borrow videos from another source instead of sending visitors to a different website publication or platform. This enables users to play videos directly within the website without forcing them to leave the current page or access another video hosting platform.

Embedded videos play an essential role in retaining users on your website. This is highly beneficial for blog posts and landing pages where your goal is to share valuable information, convert users to customers, and eventually make a profit without affecting your website’s bounce rate.

An embed video usually includes the following key elements:

Video Hosting Platform

This is where the video is uploaded and hosted. Some common video platforms include YouTube, Vimeo, Dailymotion, and Utreon.

Embed Code

<!DOCTYPE html>
<html lang="en">
    <meta charset="UTF-8">
    <meta name="viewport" content="width=device-width, initial-scale=1.0">

<iframe width="560" height="315" src="https://www.youtube.com/embed/V_NWt0uQeo4?si=jgXGFYtU24lry1y5" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>


This is the HTML or JavaScript code snippet the video hosting platform provides that can later be used to integrate video and display it on the website.

Video Player

Websites or applications may include a specific type of video player where the video content is displayed. This pertains to the design and controls of the video player, such as the playback, volume, and full-screen viewing options. Some popular types of video players are Flowplayer and jPlayer.

Embedding vs. Linking Video

Choosing between embedding and linking to a video is crucial to web design and marketing decisions when dealing with video content integration. While both methods serve the purpose of sharing content online with the target audience, they differ significantly in their approach and impact.

Embedding video is integrating video into a website or application so that the content is displayed directly within the platform. Users can watch the video without interruption or leaving the page, opting for a more seamless integration and user experience.

On the other hand, linking video refers to sharing a short URL you can paste to any of your web pages or elements, which can redirect users to an external platform or URL hosting the video. This process can disrupt the user experience, requiring users to leave your website or platform on video click.

Embedding video is a powerful strategy to activate videos within your website. It offers numerous benefits that often outweigh the advantages of simply linking to a video hosted elsewhere. Regardless of your goals and motivations for integrating video content, here's a breakdown of the benefits of video embedding:

Flexible Video Controls

Embedding video gives you greater control over the player's appearance and features. With embedded video, you can customize the player size, autoplay settings, start time, and other features to align with your website's design and branding.

Mobile Viewing Optimization

With the increase of mobile users in recent years, embedding videos on your website ensures that the video content scales and fits appropriately on mobile devices, such as smartphones and tablets.

Faster Loading Time

Most popular video hosting platforms designed their embedded video to load faster on slower connections. This involves adaptive streaming and compression methods to reduce the data sent for video playback, optimizing loading times on mobile networks. Embedded videos ensure a smooth and efficient browsing experience. As a result, users can view your content quickly.

Increase in engagement and interactivity

Integrating interactivity features on your video content encourages visitors to spend much time engaging with your content. Adding interactive storytelling is a dynamic and powerful technique that can significantly enhance user engagement and participation in your video content. This can lead to increased click-through rates, conversion, and revenue.

Improve content searchability

When you embed a video into a website, various SEO benefits come into play, including:

  • Increase in watch time.
  • Increase ranking in Google's search page results (by displaying rich video snippets).
  • Improving keyword relevancy.

Embedding videos on your website is a valuable SEO strategy that can increase organic traffic and the visibility of your helpful guides and content.

Website content privacy

Since embedded videos are hosted from an external source or video hosting platforms, they can add a layer of content protection to your website, avoid giving prospective access or permissions to hackers, and reduce the risk of unauthorized distribution.

How to embed a video into your website

Adding and embed videos is an essential web design and development skill. Embedding a video file using HTML enables seamless video playback within a web browser without going to an external website.

Here's a step-by-step guide on how to embed video to your website using HTML, along with some code examples and best practices:

Step 1: Upload your video files

Before doing any video embeds, prepare and check your video files to see if it has the appropriate format, such as MP4, WebM, or Ogg. Ensure it has the bare maximum video size (make sure it’s not a large video file to avoid long uploading time) and is optimized for the web.

Once you are done checking, upload it on a video hosting platform like YouTube, Vimeo, or your preferred video hosting platform.

Step 2: Generate your embed code

To generate your embed code, you must go to the video hosting platform and take the necessary steps to get the embed code.

For YouTube:

  1. Go to the YouTube video you want to embed.
  2. Click on the "Share" button below the video.
  3. Click on the "Embed" option to generate the embed code.
  4. Check on the “Start” checkbox if you wish to specify the start of the playback.
  5. Copy the generated embed code.

A generated YouTube embed code will look something like this:

<iframe width="560" height="315" src="https://www.youtube.com/embed/jbMrZScik_U?si=Y2eGs1Hne4jjvJSg" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen>

For Vimeo:

  1. Go to the Vimeo video you want to embed.
  2. Click on the "Share" icon on the right side of the video player.
  3. Click the "Show options" link to customize the video settings.
  4. Copy the generated embed code.

A generated Vimeo embed code will look something like this:

<iframe src="https://player.vimeo.com/video/496918165?h=a08a555da7&color=ffffff&title=0&byline=0&portrait=0" width="640" height="360" frameborder="0" allow="autoplay; fullscreen; picture-in-picture" allowfullscreen></iframe>
<p><a href="https://vimeo.com/496918165">Design Principles For The Web</a> from <a href="https://vimeo.com/clearleft">Clearleft</a> on <a href="https://vimeo.com">Vimeo</a>.</p>

Note: Both YouTube and Vimeo videos have unique settings and might behave differently on particular browsers and mobile sites.

Step 3: Embed the video

Add the generated embed code inside the <body> element of your HTML or the appropriate section of your web page.

<iframe width="560" height="315" src="https://www.youtube.com/embed/jbMrZScik_U?si=Y2eGs1Hne4jjvJSg" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen>

Standard settings of <iframe> based embed codes include:

  • width - the display width of the video.
  • height - the display height of the video.
  • frameborder - specifies whether or not a border should be displayed around a video.
  • allow - covers the video playback settings, such as the autoplay and full-screen options.

Step 4: Customize and Add Fallback Content

To improve the overall video design, you can also add CSS to customize the look and feel of your video.

To provide fallback content on your embedded video, you must provide a link to the YouTube video's external URL so users can watch it directly on the YouTube website if the embedded video is not accessible.

<iframe width="560" height="315" src="https://www.youtube.com/embed/jbMrZScik_U?si=Y2eGs1Hne4jjvJSg" frameborder="0" allowfullscreen>
<!-- Fallback content goes here -->
<p>Your browser does not support the embedded video. You can watch it <a href="https://www.youtube.com/watch?v=jbMrZScik_U>here</a>.</p>

Step 5: Save and Test

Save your changes on your HTML file or webpage and check it on your browser. Testing embedded video on different browsers and devices is vital to ensure compatibility.

Advanced Video Integration

With modern video-based tools and techniques available today, there is a shift towards a more sophisticated and strategic approach to integrating videos into websites and web applications.

This approach goes beyond the traditional method of embedding standalone web-based videos and instead explores diverse ways of video incorporation. It encompasses various video types and content choices, each selected to serve a specific purpose and engage the audience effectively.

Extensive Brand Video Integration

Website Snapshot

Extensive brand video integration incorporates integrated video content into a website or digital platform using an all-inclusive and creative approach to ensure your brand's digital presence stands out from the competition in your marketing efforts.

This can include adding videos across all major channels and web pages to promote the brand's identity and message while providing a personalized user experience.

Extensive brand video integration aims to create a persistent and immersive brand experience across digital platforms to form a personal connection with a particular product or service.

Videos can directly influence the converting decisions of users, so aligning your video content with your brand's identity and mission is essential for building a consistent and compelling brand narrative.

Below are some strategies you can implement for your web design project to efficiently integrate your brand videos.

  • Utilize video overlays and graphics that resonate with your brand's visual identity.
  • Feature a brand video on your homepage that promotes your brand's identity and values.
  • Create a compelling brand film to generate highly engaging experiences.
  • Highlight your products or services' key features through video content.
  • Add customer testimonial videos on related web page to build your brand's trust.
  • Create a vlog section on your website showcasing your brand's insights and journey related to the industry trends.
  • Add interactive videos that engage users and encourage them to take specific actions to convert them from visitors to potential customers.
  • Establish branded landing pages or microsites (such as mobile version sites) and add videos related to specific product launches.
  • Encourage real-time interaction using video interaction strategies such as implementing live streaming about specific products or services and Q&A sessions.
  • Use background videos and motion content on specific pages or sections to create immersive user experiences.
  • Constantly create and make your videos responsive and optimized for mobile devices. Statista states that 58.33 percent of global website traffic comes from mobile users.

Interactive Storytelling

Website Snapshot

Interactive storytelling is a dynamic and efficient method to connect with your target audience in a personalized and engaging manner. This includes a narrative that utilizes interactive videos to engage the visitors in shaping the story's overall result.

Storytelling is a powerful way to leverage digital technologies, deeply immerse users, and convey a story that unfolds based on their choices and interactions.

Interactive storytelling takes a narrative's traditional characteristics, such as settings, characters, graphics, and symbols, to stimulate the user's curiosity and perform actions according to the business or personal goal.

In addition, interactive website functions such as mouse over effect, motion content and background video can also be incorporated to make the storytelling an immersive and personalized journey. Interactive storytelling wins when these elements play into a website to alter the connection between the story and the target audience.

This approach is used in several fields like psychology, literature, artificial intelligence, and more to solve the technical challenges of conveying messages to the target audience.

For example, Weber, a company known for its grilling products to the broader barbecue culture weber, uses interactive storytelling to connect with its audience and promote its brand. Here are some specific examples and use cases that demonstrate how interactive storytelling can be implemented:

Educational Modules and Courses

Utilize interactive storytelling in educational modules and courses. Use narrative to make learning more engaging for students by allowing them to interact with characters and scenes. In addition, incorporating interactive quizzes and exams can improve the overall learning experience of learners, making it compelling for them to apply their knowledge.

Medical Simulations

Using storytelling to train healthcare professionals effectively can enhance their existing medical skills. By incorporating simulations, users can make choices and observe the possible outcome of the decisions for every scenario. This can also be an effective way to convey medical conditions and treatment options in a more immersive manner.

Video Streaming

One of the best real-world examples of how interactive storytelling features can be integrated into a website is how Netflix uses interactive films and TV series to engage viewers and allow them to choose the story's progression.

Here's how Netflix implements this approach:

  • Users are presented with various choices at crucial moments in the story of the film or series.
  • It branches out different storylines by allowing the user to make choices. Each choice leads to other scenes, characters, and outcomes.
  • It gives users a limited time to make decisions by allowing them to play a trailer of the movie or series using the video mouse-over effect before finally playing the entire content in a few seconds.

Video Mouse-Over Effect

Website Snapshot

The video mouse-over effect has been used in web design and development for several years. This leverages user interaction to play videos when users hover their mouse cursor over a particular website section, such as a graphic or a designated video thumbnail. The video is then triggered to start playing automatically without requiring a click. The hover effect keeps visitors focused on the video and motivates them to watch even more.

Using video mouse over effect in your web design project takes work. It requires technical knowledge beyond HTML, such as CSS, JavaScript, or other JavaScript Frameworks, to be efficiently incorporated.

Below is an essential guide on how to implement a video mouse-over effect using your embedded video:

1. Generate your embed code

To start, generate your <iframe> embed code from your video hosting platform and copy the generated embed code.

Here’s an example of a YouTube embed code:

<iframe width="560" height="315" src="https://www.youtube.com/embed/jbMrZScik_U?si=Y2eGs1Hne4jjvJSg" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen>

2. Create an overlay element

Next, create an overlay element that will serve as the top layer element of the embedded video. This will trigger the mouse-over effect.

Here’s an example:

<div class="video-overlay">

3. Add CSS to style the overlay

To make the mouse-over effect function as intended, set its position to "absolute" and dimensions to match the video's dimensions. Additionally, you must set its background color to transparent so that the video remains visible.

.video-overlay {
position: absolute;
width: 100%;
height: 100%;
background-color: transparent;
/* Additional styles as needed */

4. Use JavaScript for the hover effect

While there are plenty of JavaScript libraries and frameworks that you can use to create a mouse-over effect, such as GreenSock Animation Platform (GSAP) and Popper, you can handle this using vanilla JavaScript using the code below:

const iframe = document.querySelector('iframe');
const overlay = document.querySelector('.video-overlay');

// Function to play the video
function playVideo() {
const videoURL = iframe.src;
iframe.src = videoURL.replace('?autoplay=0', '?autoplay=1');

// Function to pause the video
function pauseVideo() {
const videoURL = iframe.src;
iframe.src = videoURL.replace('?autoplay=1', '?autoplay=0');

// Event listeners
overlay.addEventListener('mouseover', playVideo);
overlay.addEventListener('mouseout', pauseVideo);

Welcoming Background Videos

The concept of a welcoming background video has been utilized in web design for decades. Since the beginning of modern web design trends, websites can play background videos or animations when a visitor lands on a website's homepage or other web pages. A background video is a creative approach to give visitors an initial impression of the website or brand. This can be a well-put-up brand film or motion content often muted in the background.

While not all motion content can be an effective tool for background videos, it can still convey brand messages and create a unique atmosphere on a website, even without a narrative video. Animation can provide an aesthetic feel on the website and may achieve comparable results.

With all its benefits on a website, background videos can become distracting if not implemented properly. Below are some tips on how to ensure that you are using background videos effectively:

  • Ensure that the video background is relevant to your brand and website content.
  • Display a loading indicator to inform the visitor while the video is loading.
  • Compress the video to reduce the file size without compromising the quality. This can prevent slow playing time when your page is loaded.
  • If not necessary, always mute your video background by default.
  • Include video controls or buttons to allow the visitor to control the mode of the video background.
  • If you need to add a sound or music on the video background, consider adding a volume control to enable the visitor to control the volume metrics.
  • Use video looping and autoplay options to provide a great user experience.

Effective Ways to Incorporate Video onto Your Website

Below are some of the best practices that you can implement when integrating video into your website design:

1. Avoid too long videos

It's no secret that people's attention spans are shortening with so much information online. Considering this, it's essential to think of ways to keep your target audience glued to your content.

If you aim to get your message through quickly, keeping your videos at about 30 to 60 seconds is recommended. This will prevent your visitors from getting bored and ensure that most of your visitors will watch the entire video content. Ultimately, short videos have a higher retention rate, which will have a greater chance of getting better SEO ranking and engagement than longer ones.

2. Use video thumbnails wisely

A video thumbnail is an image or graphic that acts as the preview for your entire video. Ensure that your thumbnail is carefully crafted and conveys your video message succinctly.

3. Strategically place videos at the right spot

Placing the video at the top of the homepage is a common approach by many website designers and developers. However, there are other options. When placing videos on your website, they should be strategically placed with a purpose and the focal point of a web page. Refrain from overwhelming your visitors with too many videos or distracting elements on a web page.

For example, you can integrate videos on product or service pages to provide detailed demonstrations, tutorials, or testimonials. This way, you can provide in-depth information about your products or services instead of throwing every video on the homepage.

4. Incorporate responsive design

With the advent of various devices with different screen sizes and features, it's essential to make your videos responsive and adapt to various user devices. Test the video design on mobile, tablet, and larger screens to ensure compatibility across all devices.

5. Optimize video metadata

Video metadata is your video's textual description on search engines like Google and Bing. By optimizing video metadata such as title,, description, author, creation date, etc., you can enhance the chances of your videos getting a better ranking in search results.


Videos are becoming the new online marketing king in the 21st century. They offer practical and engaging ways for brands to connect with their target audience and influence purchase decisions without boring the users.

While there are many ways to integrate videos into your website design efforts, the strategy and considerations may depend on your brand, product, or services you are promoting and the overall goal you want to attain.

In this article, you've learned a lot about efficiently integrating videos on your websites and the best practices to drive conversions and effectively thrive in the digital landscape.