Facebook recently added an option for pages to make “unpublished” posts through the Pages API. Unpublished posts do not appear on a page’s Timeline or in fans’ News Feeds, but they can be promoted with ads.
Facebook ad and page management platforms can integrate this feature to help page owners test different creative options. Previously, page owners using the self-serve ad tool or Ads API could not run page-post ads without creating a post that would also show up in fans’ feeds. Now, for instance, a business can target non-fans with an ad that includes an intro video that might not be relevant to users who have already Liked the page.