Use jQuery oembed plugin (https://github.com/AWegnerGitHub/jquery-oembed-all)
which is a fork of https://github.com/starfishmod/jquery-oembed-all
This fork contains bug fixes that have not been merged into the main project in months.
The biggest merged fix is protocol sensitivity (stay on https if connection is already https)
Add `embed` class to any valid link only message.

This class is used by jQuery plugin to attempt to embed content if a matching pattern exists.