It does have a metal side...it has to , it forms the body of the seal and without it the seal would be a floppy bit of rubber . The "metal side" ( in this instance ....sometimes you can actually see the metal insert ....which would not be good in salt water ).... has a layer of rubber over it . The metal side has the writing and the dot indentations seen in your video. This side faces out . Find a suitable sized socket to fit over the protruding lip seal and bear on that area with the writing and the dots and use said socket to drive seal in to place .
You could treat this seal as a normal seal with an added extension and as such the side with the recess goes in (as jimmbo says in post #2.)
As mentioned elsewhere some installations have two normal seals installed on the shaft with the metal sides facing each other....this seal is in effect a one piece version of those two seals ....and you install it metal side out .