The present disclosure is directed to a technique for reducing latency in converting a term in a message to a hyperlink to a content item. The system can receive, from a messaging application executed by a first computing device, a first portion of a message and select a first content item based on the first portion of the message. The system can receive a second portion of the message and select a second content item based on the second portion and the first portion. The system can replace the first content item with the second content item. The system can provide instructions to the messaging application executed by the first computing device to convert a term of the message to a hyperlink for the second content item prior to transmission of the message from the first computing device to the second computing device via the messaging application.