I cannot work out why I can't embed my video onto my website. I just copy an paste the embed code, don't I? I've successfully done it before, but for some reason it won't work this time. Any ideas?
It is possible that you have set the video on sho.co to Private, which means that the video is only visible when you are logged into the sho.co website. If you are embedding the video in a website, it will not work if the video is Private.
You can change the privacy setting in sho.co to public so that anyone can view the video. This can be done by logging in, clicking on 'My videos' at the top right, clicking on the thumbnail of the video and underneath will be the privacy dropdown menu.
Should it work if it's Unlisted rather than private?
Yes, it will work if the video is 'unlisted'. You should be aware though that you will not be able to embed a sho.co video on a site that uses https. If your site uses https you will need to download the video from sho.co as an MP4 and upload it to YouTube.