diff --git a/index.js b/index.js
index 5253352..d2ce2fe 100644
--- a/index.js
+++ b/index.js
@@ -1,7 +1,36 @@
 import 'dotenv/config'
 
 import { items, linkFormat } from './config.js'
-import { markdownCharEscape } from './utils.js'
+import {
+	getAtomFeed,
+	getHardcoverActivity,
+	getJsonFeedItemTitle,
+	getLetterboxdActivity,
+	getListenBrainzScrobble,
+	getMastodonPost,
+	getRSSItemTitle,
+	getSourceTubeActivity,
+	getSteamRecentlyPlayed,
+	getTraktEpisode,
+	getTraktMovie,
+	htmlServiceLinkRegex,
+	markdownCharEscape,
+	markdownServiceLinkRegex,
+} from './utils.js'
+
+const feedHandlers = {
+	rss: getRSSItemTitle,
+	atom: getAtomFeed,
+	json: getJsonFeedItemTitle,
+	'source.tube': getSourceTubeActivity,
+	mastodon: getMastodonPost,
+	letterboxd: getLetterboxdActivity,
+	'trakt-episode': getTraktEpisode,
+	'trakt-movie': getTraktMovie,
+	steam: getSteamRecentlyPlayed,
+	listenbrainz: getListenBrainzScrobble,
+	hardcover: getHardcoverActivity,
+}
 
 const OMGLOL_API = `https://api.omg.lol/address/${process.env.OMGLOL_USERNAME}/now`
 
@@ -32,11 +61,24 @@ export default async function now() {
 	let newNow = now
 
 	await Promise.all(
-		items.map(async ({ id, regex, getLatest }) => {
+		items.map(async (item) => {
 			try {
-				const latest = await getLatest()
-				console.log(`${id}: ${latest.text}`)
-				console.log(`${id} URL: ${latest.url}`)
+				const handler = feedHandlers[item.feedType]
+				if (!handler) {
+					throw new Error(`Unknown feedType: ${item.feedType}`)
+				}
+
+				// build feedUrl from template if provided
+				let feedUrl = item.feedUrl
+				if (item.feedUrlTemplate) {
+					feedUrl = item.feedUrlTemplate
+						.replace('{userId}', item.userId || '')
+						.replace('{instance}', item.instance || '')
+				}
+
+				const latest = await handler(feedUrl || { ...item, feedUrl })
+				console.log(`${item.id}: ${latest.text}`)
+				console.log(`${item.id} URL: ${latest.url}`)
 
 				// Apply markdown escaping only for markdown links
 				const displayText =
@@ -45,7 +87,13 @@ export default async function now() {
 						: markdownCharEscape(latest.text)
 
 				if (latest && latest.text && latest.url) {
-					newNow = newNow.replace(regex, (match, openTag, closeTag) => {
+					// generate regex based on id and linkFormat
+				const regex =
+					linkFormat === 'html'
+						? htmlServiceLinkRegex(item.id)
+						: markdownServiceLinkRegex(item.id)
+
+				newNow = newNow.replace(regex, (match, openTag, closeTag) => {
 						// Replace href in opening tag
 						const updatedOpenTag = openTag.replace(
 							/href=["'][^"']*["']/,