Loading is the final movement of the bowling arm just before the delivery. Every bowler have their own way of loading. Here are some points you can take into consideration for loading - It is recommended to keep the loading close to the body . There is a rotation movement of both the arms after loading. By increasing the radius from axis of rotation you are slowing down the speed of rotation hence the ball will be slower off your hand.
As per the video the bowler takes his loading up way above his head, I would recommend him to keep it lower more close to his chest from which his rotation radius will be smaller hence the movement will be faster and as it's closer to the body he will be in better control. - The position of the ball differs from player to player, however they hold it being as natural as it could be.