For a company not even two decades old, Facebook has done a fantastic job integrating itself into the daily lives of people around the globe. It quickly became a hot spot for brands looking to connect to a wide variety of audiences, and public relations professionals have been including the platform in their communications plans ever since. However, Facebook hasn’t made their job easy. After successfully positioning themselves as a requirement of nearly any brand’s PR, the social media giant has continuously made it harder for companies to reach their Facebook followers.

Despite keeping up the appearance of a brand friendly platform in recent years, Facebook’s frequent newsfeed algorithm changes have cut back on the reach that companies are able to achieve. Their most recent changes, announced June 29, 2016, will redirect social media users back to what Facebook says was its original intention – connecting with family and friends. Content on users’ newsfeeds will highlight posts from their friends and family, rather than posts from brands and pages. This is a stricter version of a change that has been happening since Facebook did away with its completely chronological newsfeed a few years ago.

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Here’s 3 things for communications pros to keep in mind with the new changes:

Shareable content is more important than total follower count

When users were guaranteed to see most of your page’s posts in their newsfeed, a simple “like” was enough to boost your reach. Now, more than ever, engaging content is the key to reaching your desired audience. Though your page’s posts will take more of a backseat on the newsfeed, there’s still ways to reach your targets through their friends and family. The content now given priority isn’t just posts from friends, it includes highlights of what they’ve commented on and shared. Engaging content is content that gets shared and discussed, and shared content reaches beyond your page followers. Focus on creating content that adds value for your followers and isn’t just marketing. No matter how many followers and likes a brand currently has, there’s potential to reach hundreds if not thousands more through commenting and sharing.

Advertising reach is not affected

The reach of paid ads on Facebook will not be affected by the algorithm changes. Keep in mind, though, that social media users don’t have a high opinion of advertising on these platforms. Have specific goals in mind for your ads, and line up the content with what’s being posted on your page. Think like your consumer – what value can you add for them through a social media advertisement? How can you create the ad to be less intrusive and more engaging?

Don’t put all your eggs in the Facebook basket

While Facebook is still an important tool despite these changes, there are numerous other platforms to take advantage of. Twitter is a fantastic option for direct conversations with your audience, and makes sharing content easy for followers. Snapchat can be a great way for brands to show some behind the scenes footage and try new ideas that might not work well on other platforms. If your company is primarily interested in driving sales through social media, Pinterest is a land of golden opportunity. Facebook will likely continue to be a part of most organizations’ communications plans, but the rapidly changing social media landscape offers new alternatives that can boost a brand’s reach.