OpenClassrooms and The Source are shaking up the education sector on TikTok

OpenClassrooms, the online school that helps thousands of people advance their careers, chose The Source to reinvent its presence on TikTok.

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The goal: to make OpenClassrooms a social-first brand that matters to Gen Z, establishing it as a committed, inclusive, and unfiltered player on topics such as career guidance, professional success, and social inequality.

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Since May, The Source has been managing OpenClassrooms' TikTok account, handling both content ideation and production.

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AN EDITORIAL STRATEGY DESIGNED TO GENERATE CONVERSATION

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Far from top-down institutional communication, The Source and OpenClassrooms have defined a strategy based on three pillars:

- Demolishing the false promises of the current system
- Redefining professional success
- Talking about inequalities and proposing concrete solutions

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The line is clear: no sales pitches, no direct sales of training courses, but content that provokes a reaction, sparks debate, and reaches an audience that is often far removed from traditional educational paths. Street interviews, interviews, UGC, round tables, “wow” content: all formats are tested, challenged, and refined.

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The duo's latest stirrer: a hidden camera exposing nepotism in the professional world. Broadcast in September on the brand's account, the video, which aimed to expose nepotism in a concrete everyday situation to help change attitudes, has already been viewed more than 2 million times.

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A COLLABORATION THAT PUSHES US TO GO FURTHER 

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“OpenClassrooms isn't looking to do ‘TikTok for TikTok's sake’: the ambition is to shake up the training sector, break down clichés about career paths, and educate the general public about these issues, while remaining in tune with the platform's native codes. It's a strong stance that requires boldness and constant self-reflection on our part."

- Michaël Nkaoua, Head of Social Media at The Source

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"Our mission is to train and support people in finding employment. We welcome all candidates, without exception, including those who are disadvantaged or victims of prejudice. So every day, we witness social injustices that outrage us. To change the status quo and mindsets, we want to adopt a tone that reflects who we are: powerful, ironic, and straightforward. With The Source, we have found an expert partner capable of translating our convictions into effective messages."

- Guillaume Houzel, CSMO at OpenClassrooms.

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After just a few months of collaboration, the results speak for themselves: the first pieces of content has already generated more than 68 million views, clear proof that the authentic, human, and committed editorial line we have established is striking a chord with the target audience.

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