Crate and Barrel sells a lot of furniture.  

They are now faced with the age old question of how best to get their  furniture noticed by their potential customers. In the past, the firm  relied on what had always worked for them: still photographs. However,  lately that has all changed. The company now has over a million  Instagram followers. They also now produce more digital content then  they produce photographs. New videos are published on YouTube weekly. 

What changed at Crate and Barrel?