diff --git a/web/components/chat/ChatUserMessage/ChatUserMessage.tsx b/web/components/chat/ChatUserMessage/ChatUserMessage.tsx
index 30498c78f..0d1273cd6 100644
--- a/web/components/chat/ChatUserMessage/ChatUserMessage.tsx
+++ b/web/components/chat/ChatUserMessage/ChatUserMessage.tsx
@@ -1,4 +1,6 @@
+import { useEffect, useState } from 'react';
 import { ChatMessage } from '../../../interfaces/chat-message.model';
+import { formatTimestamp, formatMessageText } from './messageFmt';
 import s from './ChatUserMessage.module.scss';
 
 interface Props {
@@ -6,21 +8,23 @@ interface Props {
   showModeratorMenu: boolean;
 }
 
-export default function ChatUserMessage(props: Props) {
-  const { message, showModeratorMenu } = props;
-  // eslint-disable-next-line @typescript-eslint/no-unused-vars
+export default function ChatUserMessage({ message, showModeratorMenu }: Props) {
   const { body, user, timestamp } = message;
-  // eslint-disable-next-line @typescript-eslint/no-unused-vars
   const { displayName, displayColor } = user;
-
   const color = `hsl(${displayColor}, 100%, 70%)`;
+  const formattedTimestamp = `Sent at ${formatTimestamp(timestamp)}`;
+  const [formattedMessage, setFormattedMessage] = useState<string>(body);
+
+  useEffect(() => {
+    setFormattedMessage(formatMessageText(body));
+  }, [message]);
 
   return (
-    <div className={s.root} style={{ borderColor: color }}>
+    <div className={s.root} style={{ borderColor: color }} title={formattedTimestamp}>
       <div className={s.user} style={{ color }}>
         {displayName}
       </div>
-      <div className={s.message}>{body}</div>
+      <div className={s.message} dangerouslySetInnerHTML={{ __html: formattedMessage }} />
       {showModeratorMenu && <div>Moderator menu</div>}
     </div>
   );
diff --git a/web/components/chat/ChatUserMessage/messageFmt.ts b/web/components/chat/ChatUserMessage/messageFmt.ts
new file mode 100644
index 000000000..13e2b445c
--- /dev/null
+++ b/web/components/chat/ChatUserMessage/messageFmt.ts
@@ -0,0 +1,63 @@
+import { convertToText } from '../chat';
+import { getDiffInDaysFromNow } from '../../../utils/helpers';
+
+const stripTags = (str: string) => str && str.replace(/<\/?[^>]+(>|$)/g, '');
+const convertToMarkup = (str = '') => convertToText(str).replace(/\n/g, '<p></p>');
+
+function getInstagramEmbedFromURL(url: string) {
+  const urlObject = new URL(url.replace(/\/$/, ''));
+  urlObject.pathname += '/embed';
+  return `<iframe class="chat-embed instagram-embed" src="${urlObject.href}" frameborder="0" allowfullscreen></iframe>`;
+}
+
+function isMessageJustAnchor(embedText: string, message: string, anchors: HTMLAnchorElement[]) {
+  if (embedText !== '' && anchors.length === 1) return false;
+  return stripTags(message) === stripTags(anchors[0]?.innerHTML);
+}
+
+function getMessageWithEmbeds(message: string) {
+  let embedText = '';
+  // Make a temporary element so we can actually parse the html and pull anchor tags from it.
+  // This is a better approach than regex.
+  const container = document.createElement('p');
+  container.innerHTML = message;
+
+  const anchors = Array.from(container.querySelectorAll('a'));
+  anchors.forEach(({ href }) => {
+    if (href.includes('instagram.com/p/')) embedText += getInstagramEmbedFromURL(href);
+  });
+
+  // If this message only consists of a single embeddable link
+  // then only return the embed and strip the link url from the text.
+  if (isMessageJustAnchor(embedText, message, anchors)) return embedText;
+  return message + embedText;
+}
+
+export function formatTimestamp(sentAt: Date) {
+  const now = new Date(sentAt);
+  if (Number.isNaN(now)) return '';
+
+  const diffInDays = getDiffInDaysFromNow(sentAt);
+
+  if (diffInDays >= 1) {
+    const localeDate = now.toLocaleDateString('en-US', {
+      dateStyle: 'medium',
+    });
+    return `at ${localeDate} at ${now.toLocaleTimeString()}`;
+  }
+
+  return `${now.toLocaleTimeString()}`;
+}
+
+/*
+  You would call this when receiving a plain text
+  value back from an API, and before inserting the
+  text into the `contenteditable` area on a page.
+*/
+
+export function formatMessageText(message: string) {
+  let formattedText = getMessageWithEmbeds(message);
+  formattedText = convertToMarkup(formattedText);
+  return formattedText;
+  // return await highlightUsername(formattedText, username);
+}