Over the past few years, Facebook has gradually tweaked the algorithm it uses to display content in users’ Newsfeeds. While most of these changes were minor, the social media giant is about to make a major change to its algorithm. So, how will this affect business owners and marketers who use Facebook to promote their products and services?

In a blog post, Facebook CEO Mark Zuckerberg explained that commercial posts are “crowding” users’ Newsfeeds. As a result, Facebook will soon prioritize posts from family and friends over those made by businesses and publishers. In other words, the average Facebook user can expect to see more posts in their Newsfeed from friends and family and fewer posts by businesses.

…recently we’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other,” wrote Zuckerberg when announcing the upcoming algorithm change.

For business owners, hearing Facebook’s latest announcement may sound disheartening. If you use the platform to connect with customers and generate sales or conversions, you may assume Facebook will become obsolete. Thankfully, this isn’t the case. While Facebook’s upcoming algorithm change will certainly affect the way in which business owners and marketers use the platform, it won’t make the platform obsolete. Rather, it will force business owners and marketers to take a different approach to their Facebook marketing efforts.

To overcome this algorithm change, you should consider investing in the company’s paid advertising service. With Facebook Ads, you can pay to have your posts and ads reach a large audience. While organic content with commercial intent might be filtered under Facebook’s new algorithm update, sponsored content — the kind created through Facebook Ads — won’t be filtered. Therefore, it offers an effective marketing solution for business owners such as yourself looking to capitalize on Facebook’s massive base of 2.07 billion monthly users.

Facebook has actually improved its paid advertising service in recent years. Now, ads can appear in a variety of locations, including desktop Newsfeeds, mobile Newsfeeds and the right column. Additionally, business owners can advertise more than just text ads and links. Video, for instance, has become a popular ad type for Facebook Ads.

The bottom line is that business owners and marketers must rethink their Facebook marketing strategy. With the network showing few promotional posts, relying strictly on organic promotional methods isn’t going to work.