diff --git a/wagtailmedia/admin_urls.py b/wagtailmedia/admin_urls.py
index b9955048..85ae76f7 100644
--- a/wagtailmedia/admin_urls.py
+++ b/wagtailmedia/admin_urls.py
@@ -10,5 +10,7 @@
 
     url(r'^chooser/$', chooser.chooser, name='chooser'),
     url(r'^chooser/(\d+)/$', chooser.media_chosen, name='media_chosen'),
+    url(r'^chooser/(\d+)/select_format/$', chooser.chooser_select_format, name='chooser_select_format'),
+
     url(r'^usage/(\d+)/$', media.usage, name='media_usage'),
 ]
diff --git a/wagtailmedia/contentstate.py b/wagtailmedia/contentstate.py
new file mode 100644
index 00000000..ed2abe3e
--- /dev/null
+++ b/wagtailmedia/contentstate.py
@@ -0,0 +1,64 @@
+from draftjs_exporter.dom import DOM
+from wagtail.admin.rich_text.converters.contentstate_models import Entity
+from wagtail.admin.rich_text.converters.html_to_contentstate import AtomicBlockEntityElementHandler
+
+from wagtailmedia.models import get_media_model
+
+
+def media_entity(props):
+    """
+    Helper to construct elements of the form
+    <embed embedtype="custommedia" id="1"/>
+    when converting from contentstate data
+    """
+    return DOM.create_element('embed', {
+        'embedtype': 'wagtailmedia',
+        'id': props.get('id'),
+        'title': props.get('title'),
+        'type': props.get('type'),
+
+        'thumbnail': props.get('thumbnail'),
+        'file': props.get('file'),
+
+        'autoplay': props.get('autoplay'),
+        'mute': props.get('mute'),
+        'loop': props.get('loop'),
+    })
+
+
+class MediaElementHandler(AtomicBlockEntityElementHandler):
+    """
+    Rule for building a media entity when converting from
+    database representation to contentstate
+    """
+    def create_entity(self, name, attrs, state, contentstate):
+        Media = get_media_model()
+        try:
+            media = Media.objects.get(id=attrs['id'])
+        except Media.DoesNotExist:
+            media = None
+
+        return Entity('MEDIA', 'IMMUTABLE', {
+            'id': attrs['id'],
+            'title': media.title,
+            'type': media.type,
+
+            'thumbnail': media.thumbnail.url if media.thumbnail else '',
+            'file': media.file.url if media.file else '',
+
+            'autoplay': True if attrs.get('autoplay') == 'true' else False,
+            'loop': True if attrs.get('loop') == 'true' else False,
+            'mute': True if attrs.get('mute') == 'true' else False
+        })
+
+
+ContentstateMediaConversionRule = {
+    'from_database_format': {
+        'embed[embedtype="wagtailmedia"]': MediaElementHandler(),
+    },
+    'to_database_format': {
+        'entity_decorators': {
+            'MEDIA': media_entity
+        }
+    }
+}
diff --git a/wagtailmedia/embed_handlers.py b/wagtailmedia/embed_handlers.py
new file mode 100644
index 00000000..d2342b93
--- /dev/null
+++ b/wagtailmedia/embed_handlers.py
@@ -0,0 +1,41 @@
+from django.template.loader import render_to_string
+
+from wagtail import VERSION as WAGTAIL_VERSION
+
+from wagtailmedia.models import get_media_model
+
+if WAGTAIL_VERSION < (2, 5):
+    from wagtail.embeds.rich_text import MediaEmbedHandler as EmbedHandler
+else:
+    from wagtail.core.rich_text import EmbedHandler
+
+
+class MediaEmbedHandler(EmbedHandler):
+    identifier = 'wagtailmedia'
+
+    @staticmethod
+    def get_model():
+        return get_media_model()
+
+    @staticmethod
+    def expand_db_attributes(attrs):
+        """
+        Given a dict of attributes from the <embed> tag, return the real HTML
+        representation for use on the front-end.
+        """
+
+        if(attrs['type'] == 'video'):
+            template = 'wagtailmedia/embeds/video_embed.html'
+        elif(attrs['type'] == 'audio'):
+            template = 'wagtailmedia/embeds/audio_embed.html'
+
+        return render_to_string(template, {
+            'title': attrs['title'],
+
+            'thumbnail': attrs['thumbnail'],
+            'file': attrs['file'],
+
+            'autoplay': True if attrs['autoplay'] == 'true' else False,
+            'loop': True if attrs['loop'] == 'true' else False,
+            'mute': True if attrs['mute'] == 'true' else False
+        })
diff --git a/wagtailmedia/forms.py b/wagtailmedia/forms.py
index 01674d48..d08d53be 100644
--- a/wagtailmedia/forms.py
+++ b/wagtailmedia/forms.py
@@ -78,3 +78,13 @@ def get_media_form(model):
     ],
     'wagtailmedia/permissions/includes/media_permissions_formset.html'
 )
+
+
+class MediaInsertionForm(forms.Form):
+    """
+    Form for customizing media player behavior (e.g. autoplay by default)
+    prior to insertion into a rich text area
+    """
+    autoplay = forms.BooleanField(required=False)
+    mute = forms.BooleanField(required=False)
+    loop = forms.BooleanField(required=False)
diff --git a/wagtailmedia/static/wagtailmedia/js/WagtailMediaBlock.js b/wagtailmedia/static/wagtailmedia/js/WagtailMediaBlock.js
new file mode 100644
index 00000000..e80b2c80
--- /dev/null
+++ b/wagtailmedia/static/wagtailmedia/js/WagtailMediaBlock.js
@@ -0,0 +1,206 @@
+const React = window.React;
+const ReactDOM = window.ReactDOM;
+const Modifier = window.DraftJS.Modifier;
+const EditorState = window.DraftJS.EditorState;
+const AtomicBlockUtils = window.DraftJS.AtomicBlockUtils;
+
+/**
+ *  Choose a media file in this modal
+ */
+class WagtailMediaChooser extends window.draftail.ModalWorkflowSource {
+    componentDidMount() {
+        const { onClose, entityType, entity, editorState } = this.props;
+
+        $(document.body).on('hidden.bs.modal', this.onClose);
+
+        this.workflow = global.ModalWorkflow({
+            url: `${window.chooserUrls.mediaChooser}?select_format=true`,
+            onload: MEDIA_CHOOSER_MODAL_ONLOAD_HANDLERS,
+            urlParams: {},
+            responses: {
+                mediaChosen: (data) => this.onChosen(data)
+            },
+            onError: (err) => {
+                console.error("WagtailMediaChooser Error", err);
+                onClose();
+            },
+        });
+    }
+
+    onChosen(data) {
+        const { editorState, entityType, onComplete } = this.props;
+
+        const content   = editorState.getCurrentContent();
+        const selection = editorState.getSelection();
+
+        const entityData = data;
+        const mutability = 'IMMUTABLE';
+
+        const contentWithEntity = content.createEntity(entityType.type, mutability, entityData);
+        const entityKey         = contentWithEntity.getLastCreatedEntityKey();
+        const nextState         = AtomicBlockUtils.insertAtomicBlock(editorState, entityKey, ' ');
+
+        this.workflow.close();
+
+        onComplete(nextState);
+    }
+}
+
+// Constraints the maximum size of the tooltip.
+const OPTIONS_MAX_WIDTH  = 300;
+const OPTIONS_SPACING    = 70;
+const TOOLTIP_MAX_WIDTH  = OPTIONS_MAX_WIDTH + OPTIONS_SPACING;
+
+/**
+ *	Places media thumbnail HTML in the Rich Text Editor
+ */
+class WagtailMediaBlock extends React.Component {
+    constructor(props) {
+        super(props);
+
+        this.state = {
+            showTooltipAt: null,
+        };
+
+        this.setState      = this.setState.bind(this);
+        this.openTooltip   = this.openTooltip.bind(this);
+        this.closeTooltip  = this.closeTooltip.bind(this);
+        this.renderTooltip = this.renderTooltip.bind(this);
+    }
+
+    componentDidMount() {
+        document.addEventListener('mouseup', this.closeTooltip);
+        document.addEventListener('keyup', this.closeTooltip);
+        window.addEventListener('resize', this.closeTooltip);
+    }
+
+    openTooltip(e) {
+        const { blockProps } = this.props;
+        const { entity, onRemoveEntity } = blockProps;
+        const data = entity.getData();
+
+        const trigger = e.target.closest('[data-draftail-trigger]');
+
+        if (!trigger) return; // Click is within the tooltip
+
+        const container = trigger.closest('[data-draftail-editor-wrapper]');
+
+        if (container.children.length > 1) return;  // Tooltip already exists
+
+        const containerRect = container.getBoundingClientRect();
+        const rect = trigger.getBoundingClientRect();
+        const maxWidth = trigger.parentNode.offsetWidth - rect.width;
+        const direction = maxWidth >= TOOLTIP_MAX_WIDTH ? 'left' : 'top-left'; // Determines position of the arrow on the tooltip
+
+        let top  = 0;
+        let left = 0;
+
+        if(direction == 'left'){
+            left = rect.width + 50;
+            top  = rect.top - containerRect.top + (rect.height / 2);
+        }
+        else if (direction == 'top-left'){
+            top = rect.top - containerRect.top + rect.height;
+        }
+
+        this.setState({
+            showTooltipAt: {
+                container: container,
+                top: top,
+                left: left,
+                width: rect.width,
+                height: rect.height,
+                direction: direction,
+            }
+        });
+    }
+
+    closeTooltip(e) {
+        if(e.target.classList){
+            if(e.target.classList.contains("Tooltip__button")){
+                return; // Don't setState if the "Delete" button was clicked
+            }
+        }
+        this.setState({ showTooltipAt: null });
+    }
+
+    /**
+     * Returns either a tooltip "portal" element or null
+     */
+    renderTooltip(data) {
+        const { showTooltipAt } = this.state;
+        const { blockProps } = this.props;
+        const { entity, onRemoveEntity } = blockProps;
+
+        // No tooltip coords exist, don't show one
+        if(!showTooltipAt) return null;
+
+        let options = []
+        if(data.autoplay) options.push("Autoplay");
+        if(data.mute) options.push("Mute");
+        if(data.loop) options.push("Loop");
+        const options_str = options.length ? options.join(", ") : "";
+
+        return ReactDOM.createPortal(React.createElement('div', null,
+            React.createElement('div',
+                {
+                    style: {
+                        top: showTooltipAt.top,
+                        left: showTooltipAt.left
+                    },
+                    class: "Tooltip Tooltip--"+showTooltipAt.direction,
+                    role:  "tooltip"
+                },
+                React.createElement('div', { style: { maxWidth: showTooltipAt.width } }, [
+                    React.createElement('p', {
+                        class: "ImageBlock__alt"
+                    }, data.type.toUpperCase()+": "+data.title),
+                    React.createElement('p', { class: "ImageBlock__alt" }, options_str),
+                    React.createElement('button', {
+                        class: "button button-secondary no Tooltip__button",
+                        onClick: onRemoveEntity
+                    }, "Delete")
+                ])
+            )
+        ), showTooltipAt.container);
+    }
+
+    render() {
+        const { blockProps } = this.props;
+        const { entity } = blockProps;
+        const data = entity.getData();
+
+        let icon;
+        if(data.type == 'video'){
+            icon = React.createElement('span',  { class:"icon icon-fa-video-camera", 'aria-hidden':"true" });
+        }
+        else if(data.type == 'audio'){
+            icon = React.createElement('span',  { class:"icon icon-fa-music", 'aria-hidden':"true" });
+        }
+
+        return React.createElement('button',
+            {
+                class: 'MediaBlock WagtailMediaBlock '+data.type,
+                type:  'button',
+                tabindex: '-1',
+                'data-draftail-trigger': "true",
+                onClick: this.openTooltip,
+                style: { 'min-width': '100px', 'min-height': '100px'}
+            },
+            [
+                React.createElement('span',
+                    { class:"MediaBlock__icon-wrapper", 'aria-hidden': "true" },
+                    React.createElement('span', {}, icon)
+                ),
+                React.createElement('img', { src: data.thumbnail }),
+                this.renderTooltip(data)
+            ]
+        );
+    }
+}
+
+window.draftail.registerPlugin({
+    type: 'MEDIA',
+    source: WagtailMediaChooser,
+    block: WagtailMediaBlock
+});
diff --git a/wagtailmedia/templates/wagtailmedia/chooser/select_format.html b/wagtailmedia/templates/wagtailmedia/chooser/select_format.html
new file mode 100644
index 00000000..75210fd1
--- /dev/null
+++ b/wagtailmedia/templates/wagtailmedia/chooser/select_format.html
@@ -0,0 +1,31 @@
+{% load wagtailimages_tags %}
+{% load i18n %}
+{% trans "Media Player Options" as choose_str %}
+{% include "wagtailadmin/shared/header.html" with title=choose_str %}
+
+<div class="row row-flush nice-padding">
+	<div class="col5">
+		{% if media.thumbnail %}
+			<img src="{{media.thumbnail.url}}" alt="{{media.title}}">
+		{% elif media.type == 'video' %}
+			<div class="media-thumbnail-placeholder video">
+				<i class="icon icon-fa-video-camera"></i>
+			</div>
+		{% elif media.type == 'audio' %}
+			<div class="media-thumbnail-placeholder audio">
+				<i class="icon icon-fa-music"></i>
+			</div>
+		{% endif %}
+	</div>
+	<div class="col7">
+		<form action="{% url 'wagtailmedia:chooser_select_format' media.id %}" class="media-player-settings" method="POST" novalidate>
+			{% csrf_token %}
+			<ul class="fields">
+				{% for field in form %}
+					{% include "wagtailadmin/shared/field_as_li.html" with field=field %}
+				{% endfor %}
+				<li><input type="submit" value="{% trans 'Insert media' %}"  class="button" /></li>
+			</ul>
+		</form>
+	</div>
+</div>
diff --git a/wagtailmedia/templates/wagtailmedia/embeds/audio_embed.html b/wagtailmedia/templates/wagtailmedia/embeds/audio_embed.html
new file mode 100644
index 00000000..4f8dbf0b
--- /dev/null
+++ b/wagtailmedia/templates/wagtailmedia/embeds/audio_embed.html
@@ -0,0 +1,10 @@
+{% block audio %}
+	<audio
+		class="wagtailmedia-audio"
+		src="{{file}}" 
+		{% if mute %}muted{% endif %}
+		{% if autoplay %}autoplay{% endif %}
+		{% if loop %}loop{% endif %}
+		controls>
+	</audio>
+{% endblock %}
diff --git a/wagtailmedia/templates/wagtailmedia/embeds/video_embed.html b/wagtailmedia/templates/wagtailmedia/embeds/video_embed.html
new file mode 100644
index 00000000..6164c1e6
--- /dev/null
+++ b/wagtailmedia/templates/wagtailmedia/embeds/video_embed.html
@@ -0,0 +1,10 @@
+{% block video %}
+	<video class="wagtailmedia-video"
+		controls
+		{% if mute %}muted{% endif %}
+		{% if autoplay %}autoplay{% endif %}
+		{% if loop %}loop{% endif %}
+		{% if thumbnail %}poster="{{thumbnail}}"{% endif %}>
+		<source src="{{file}}" data-title={{title}}>
+	</video>
+{% endblock %}
diff --git a/wagtailmedia/templates/wagtailmedia/media/list.html b/wagtailmedia/templates/wagtailmedia/media/list.html
index fa431941..e35d19e1 100644
--- a/wagtailmedia/templates/wagtailmedia/media/list.html
+++ b/wagtailmedia/templates/wagtailmedia/media/list.html
@@ -30,23 +30,33 @@
     <tbody>
         {% for media_file in media_files %}
             <tr>
-                <td class="title">
-                    {% if choosing %}
-                        <h2><a href="{% url 'wagtailmedia:media_chosen' media_file.id %}" class="media-choice">{{ media_file.title }}</a></h2>
-                    {% else %}
-                        <h2><a href="{% url 'wagtailmedia:edit' media_file.id %}">{{ media_file.title }}</a></h2>
-                    {% endif %}
-                </td>
-                <td>
-                    {% if choosing %}
-                        {{ media_file.filename }}
-                    {% else %}
-                        <a href="{{ media_file.url }}" class="nolink">{{ media_file.filename }}</a>
-                    {% endif %}
-                </td>
+				<td class="title">
+					{% if choosing %}
+						<h2>
+							{% if will_select_format %}
+								<a class="media-choice" href="{% url 'wagtailmedia:chooser_select_format' media_file.id %}">
+									{{ media_file.title }}
+								</a>
+							{% else %}
+								<a class="media-choice" href="{% url 'wagtailmedia:media_chosen' media_file.id %}">
+									{{ media_file.title }}
+								</a>
+							{% endif %}
+						</h2>
+					{% else %}
+						<h2><a href="{% url 'wagtailmedia:edit' media_file.id %}">{{ media_file.title }}</a></h2>
+					{% endif %}
+				</td>
+				<td>
+					{% if choosing %}
+						{{ media_file.filename }}
+					{% else %}
+						<a href="{{ media_file.url }}" class="nolink">{{ media_file.filename }}</a>
+					{% endif %}
+				</td>
                 <td>{{ media_file.get_type_display }}</td>
                 <td><div class="human-readable-date" title="{{ media_file.created_at|date:"d M Y H:i" }}">{{ media_file.created_at|timesince }} ago</div></td>
             </tr>
         {% endfor %}
     </tbody>
-</table>
\ No newline at end of file
+</table>
diff --git a/wagtailmedia/tests/settings.py b/wagtailmedia/tests/settings.py
index 323b1715..a021a770 100644
--- a/wagtailmedia/tests/settings.py
+++ b/wagtailmedia/tests/settings.py
@@ -96,6 +96,7 @@
     'wagtail.images',
     'wagtail.users',
     'wagtail.documents',
+    'wagtail.embeds',
     'wagtail.admin',
     'wagtail.core',
 ]
diff --git a/wagtailmedia/tests/test_views.py b/wagtailmedia/tests/test_views.py
index 15a3d6ad..86b75a7a 100644
--- a/wagtailmedia/tests/test_views.py
+++ b/wagtailmedia/tests/test_views.py
@@ -631,7 +631,15 @@ def test_simple(self):
             'result': {
                 'id': self.media.id,
                 'title': self.media.title,
-                'edit_link': reverse('wagtailmedia:edit', args=[self.media.id],)
+                'type': self.media.type,
+                'edit_link': reverse('wagtailmedia:edit', args=[self.media.id],),
+
+                'file': '',
+                'thumbnail': '',
+
+                'autoplay': False,
+                'loop': False,
+                'mute': False,
             }
         })
 
diff --git a/wagtailmedia/views/chooser.py b/wagtailmedia/views/chooser.py
index 7daddc60..c73142bc 100644
--- a/wagtailmedia/views/chooser.py
+++ b/wagtailmedia/views/chooser.py
@@ -6,6 +6,7 @@
 from wagtail.core import hooks
 from wagtail.core.models import Collection
 
+from wagtailmedia.forms import MediaInsertionForm
 from wagtailmedia.models import get_media_model
 from wagtailmedia.permissions import permission_policy
 from wagtailmedia.utils import paginate
@@ -25,16 +26,23 @@
 permission_checker = PermissionPolicyChecker(permission_policy)
 
 
-def get_media_json(media):
+def get_media_json(media, player_options={}):
     """
     helper function: given a media, return the json to pass back to the
     chooser panel
     """
-
     return {
         'id': media.id,
         'title': media.title,
-        'edit_link': reverse('wagtailmedia:edit', args=(media.id,))
+        'edit_link': reverse('wagtailmedia:edit', args=(media.id,)),
+        'type': media.type,
+
+        'thumbnail': media.thumbnail.url if media.thumbnail else '',
+        'file': media.file.url if media.file else '',
+
+        'autoplay': player_options.get('autoplay', False),
+        'loop': player_options.get('loop', False),
+        'mute': player_options.get('mute', False)
     }
 
 
@@ -89,6 +97,7 @@ def chooser(request):
         'collections': collections,
         'is_searching': False,
         'pagination_template': pagination_template,
+        'will_select_format': request.GET.get('select_format')
     }, json_data={
         'step': 'chooser',
         'error_label': "Server Error",
@@ -105,3 +114,27 @@ def media_chosen(request, media_id):
         None,
         json_data={'step': 'media_chosen', 'result': get_media_json(media)}
     )
+
+
+def chooser_select_format(request, media_id):
+    media = get_object_or_404(get_media_model(), id=media_id)
+
+    # POST the completed form
+    if request.method == 'POST':
+        form = MediaInsertionForm(request.POST, prefix='media-chooser-insertion')
+        if form.is_valid():
+            media_data = get_media_json(media, form.cleaned_data)
+            return render_modal_workflow(
+                request, None, None,
+                None, json_data={'step': 'media_chosen', 'result': media_data}
+            )
+    # GET the empty form for the user to fill out
+    else:
+        initial = {}
+        initial.update(request.GET.dict())
+        form = MediaInsertionForm(request.POST, prefix='media-chooser-insertion')
+
+    return render_modal_workflow(
+        request, 'wagtailmedia/chooser/select_format.html', None,
+        {'media': media, 'form': form}, json_data={'step': 'select_format'}
+    )
diff --git a/wagtailmedia/wagtail_hooks.py b/wagtailmedia/wagtail_hooks.py
index c14ccb9c..7387cb91 100644
--- a/wagtailmedia/wagtail_hooks.py
+++ b/wagtailmedia/wagtail_hooks.py
@@ -5,11 +5,14 @@
 from django.utils.translation import ungettext
 
 from wagtail.admin.menu import MenuItem
+from wagtail.admin.rich_text.editors.draftail import features as draftail_features
 from wagtail.admin.search import SearchArea
 from wagtail.admin.site_summary import SummaryItem
 from wagtail.core import hooks
 
 from wagtailmedia import admin_urls
+from wagtailmedia.contentstate import ContentstateMediaConversionRule
+from wagtailmedia.embed_handlers import MediaEmbedHandler
 from wagtailmedia.forms import GroupMediaPermissionFormSet
 from wagtailmedia.models import get_media_model
 from wagtailmedia.permissions import permission_policy
@@ -103,3 +106,37 @@ def describe_collection_media(collection):
             ) % {'count': media_count},
             'url': url,
         }
+
+
+@hooks.register('register_rich_text_features')
+def register_custom_media_feature(features):
+    # Register a handler for converting <embed type="customimage"> to frontend HTML
+    features.register_embed_type(MediaEmbedHandler)
+
+    feature_name = 'wagtailmedia'
+    type_ = 'MEDIA'
+
+    control = {
+        'type': type_,
+        'icon': 'media',
+        'description': 'Media',
+    }
+
+    plugin_js = [
+        'wagtailmedia/js/media-chooser-modal.js',
+        'wagtailmedia/js/WagtailMediaBlock.js',
+    ]
+
+    features.register_editor_plugin(
+        'draftail',
+        feature_name,
+        draftail_features.EntityFeature(control, js=plugin_js)
+    )
+
+    features.register_converter_rule(
+        'contentstate',
+        feature_name,
+        ContentstateMediaConversionRule
+    )
+
+    features.default_features.append(feature_name)