diff --git a/IkiWiki.pm b/IkiWiki.pm
index cc1e89acc..54e00ec7b 100644
--- a/IkiWiki.pm
+++ b/IkiWiki.pm
@@ -1536,15 +1536,19 @@ sub run_hooks ($$) {
 	my $sub=shift;
 
 	if (exists $hooks{$type}) {
-		my @deferred;
+		my (@first, @middle, @last);
 		foreach my $id (keys %{$hooks{$type}}) {
-			if ($hooks{$type}{$id}{last}) {
-				push @deferred, $id;
-				next;
+			if ($hooks{$type}{$id}{first}) {
+				push @first, $id;
+			}
+			elsif ($hooks{$type}{$id}{last}) {
+				push @last, $id;
+			}
+			else {
+				push @middle, $id;
 			}
-			$sub->($hooks{$type}{$id}{call});
 		}
-		foreach my $id (@deferred) {
+		foreach my $id (@first, @middle, @last) {
 			$sub->($hooks{$type}{$id}{call});
 		}
 	}
diff --git a/IkiWiki/Plugin/inline.pm b/IkiWiki/Plugin/inline.pm
index 8490b455f..58da0beb8 100644
--- a/IkiWiki/Plugin/inline.pm
+++ b/IkiWiki/Plugin/inline.pm
@@ -1,4 +1,4 @@
-#!/usr/bin/perl
+!/usr/bin/perl
 # Page inlining and blogging.
 package IkiWiki::Plugin::inline;
 
@@ -22,7 +22,7 @@ sub import {
 		call => \&IkiWiki::preprocess_inline);
 	hook(type => "pagetemplate", id => "inline",
 		call => \&IkiWiki::pagetemplate_inline);
-	hook(type => "format", id => "inline", call => \&format);
+	hook(type => "format", id => "inline", call => \&format, first => 1);
 	# Hook to change to do pinging since it's called late.
 	# This ensures each page only pings once and prevents slow
 	# pings interrupting page builds.
diff --git a/debian/changelog b/debian/changelog
index 96a70fcc9..0fa6590f0 100644
--- a/debian/changelog
+++ b/debian/changelog
@@ -5,6 +5,8 @@ ikiwiki (2.72) UNRELEASED; urgency=low
   * camelcase: Add camelcase_ignore setting.
   * googlecalendar: Add runtime deprecation warning.
   * comments: Deal with users entering unqualified or partial urls.
+  * inline: Run format hook first, to ensure other format hooks can affect
+    inlined content.  Closes: #509710
 
  -- Joey Hess <joeyh@debian.org>  Mon, 22 Dec 2008 19:02:16 -0500
 
diff --git a/doc/plugins/write.mdwn b/doc/plugins/write.mdwn
index b6fa96f91..9b5cf27f7 100644
--- a/doc/plugins/write.mdwn
+++ b/doc/plugins/write.mdwn
@@ -55,8 +55,8 @@ plugin, and a "call" parameter, which tells what function to call for the
 hook.
 
 An optional "last" parameter, if set to a true value, makes the hook run
-after all other hooks of its type. Useful if the hook depends on some other
-hook being run first.
+after all other hooks of its type, and an optional "first" parameter makes
+it run first. Useful if the hook depends on some other hook being run first.
 
 ## Types of hooks