While fighting back tears, young Keaton Jones couldn't stop asking one question: Why?

“Just out of curiosity, why do they bully? What's the point of it?” he asks his mother while in the passenger seat of a parked car. “Why do you find joy in taking innocent people and finding a way to be mean to them? It's not OK.”

Even though Keaton's mother, recording the conversation, never appears in the video, the pain in her voice is evident as she asks her son about what he suffers at school at the hands of bullies.

“They make fun of my nose. They call me ugly. They say I have no friends,” Keaton says, tearing up. At lunch, the indignities would turn physical. The bullies “put milk on me and put ham down my clothes, throw bread on me.”

It wasn't just him, but other kids, too.

“How's that make you feel?” his mother asks.

Keaton begins shaking his head.

“I don't like that they do it to me. And I, for sure, don't like that they do it to other people, cause it's not OK!” he says. “People that are different don't need to be criticised about it. It's not their fault.”

At this point, tears are rolling down Keaton's cheeks and he is heaving with sobs. Nevertheless, he manages to offer advice to others who may be getting bullied, too.

“But if you are made fun of, just don't let it bother you. Just stay strong, I guess,” Keaton says, gulping. “It's hard. But... it'll probably get better one day.”

It's unclear whether Keaton believes his own last reassurance. After those words, he turns away from the camera, and the video ends there.

Keaton's mother, Kimberly Jones, uploaded the video to Facebook on Friday, noting that she was picking up her son early from school again because he had been too afraid to go to lunch. Recording the video had been Keaton's idea, she said.

“My kids are by no stretch perfect, & at home, he's as all boy as they come, but by all accounts he's good at school,” Jones wrote. “Talk to your kids... We all know how it feels to want to belong, but only a select few know how it really feels not to belong anywhere.”

At least a couple of Jones' friends shared the post.

“This is the sweetest boy ever! No reason people should treat him this way!!!” one wrote. “Wish I had a way to send it to the news!!!”

Soon, though, the video took on a life of its own. Dozens, then hundreds, then thousands of people shared Jones' post on Facebook, leading to more than 15 million views in the span of two days.

At some point, the video migrated to Twitter, where it was shared and watched by hundreds of thousands more - including scores of athletes, celebrities and public figures, who said Keaton's raw distress had struck a nerve with them.

Millie Bobby Brown, the child actor who plays Eleven in Netflix's Stranger Things tweeted the hashtag #StandWithKeaton. Ultimate Fighting Championship President Dana White said he wanted to bring Keaton to Las Vegas to hang out at UFC headquarters.

On Instagram, Snoop Dogg said Keaton had a “friend for life” in him (“hit me on dm so we can chop it up”). The rapper Cardi B came to Keaton's defence with some colourful language.

In his own recorded video to Keaton, Tennessee Titans tight end Delanie Walker read a poem by Buddha - “Our life is shaped by our mind. We become what we think. Joy follows impure thought like its shadow. It never leaves.” - and offered Keaton and his family four tickets to watch the Titans play the Jacksonville Jaguars on New Year's Eve.

“Always remember that you can be whoever you want to be,” Walker said. “Hopefully this video and all the tweets that are being put out there make awareness to stop bullying.”

Tyler Byrd, a wide receiver for the University of Tennessee football team, responded to a call by former NFL player Donté Stallworth to rally support for Keaton, saying several Volunteer team members planned to visit the boy at school next week.

“Bet I am there,” Byrd tweeted.

World news in pictures Show all 50 1 /50 World news in pictures World news in pictures 14 September 2020 Japan's Prime Minister Shinzo Abe, Chief Cabinet Secretary Yoshihide Suga, former Defense Minister Shigeru Ishiba and former Foreign Minister Fumio Kishida celebrate after Suga was elected as new head of the ruling party at the Liberal Democratic Party's leadership election in Tokyo Reuters World news in pictures 13 September 2020 A man stands behind a burning barricade during the fifth straight day of protests against police brutality in Bogota AFP via Getty World news in pictures 12 September 2020 Police officers block and detain protesters during an opposition rally to protest the official presidential election results in Minsk, Belarus. Daily protests calling for the authoritarian president's resignation are now in their second month AP World news in pictures 11 September 2020 Members of 'Omnium Cultural' celebrate the 20th 'Festa per la llibertat' ('Fiesta for the freedom') to mark the Day of Catalonia in Barcelona. Omnion Cultural fights for the independence of Catalonia EPA World news in pictures 10 September 2020 The Moria refugee camp, two days after Greece's biggest migrant camp, was destroyed by fire. Thousands of asylum seekers on the island of Lesbos are now homeless AFP via Getty World news in pictures 9 September 2020 Pope Francis takes off his face mask as he arrives by car to hold a limited public audience at the San Damaso courtyard in The Vatican AFP via Getty World news in pictures 8 September 2020 A home is engulfed in flames during the "Creek Fire" in the Tollhouse area of California AFP via Getty World news in pictures 7 September 2020 A couple take photos along a sea wall of the waves brought by Typhoon Haishen in the eastern port city of Sokcho AFP via Getty World news in pictures 6 September 2020 Novak Djokovic and a tournament official tends to a linesperson who was struck with a ball by Djokovic during his match against Pablo Carreno Busta at the US Open USA Today Sports/Reuters World news in pictures 5 September 2020 Protesters confront police at the Shrine of Remembrance in Melbourne, Australia, during an anti-lockdown rally AFP via Getty World news in pictures 4 September 2020 A woman looks on from a rooftop as rescue workers dig through the rubble of a damaged building in Beirut. A search began for possible survivors after a scanner detected a pulse one month after the mega-blast at the adjacent port AFP via Getty World news in pictures 3 September 2020 A full moon next to the Virgen del Panecillo statue in Quito, Ecuador EPA World news in pictures 2 September 2020 A Palestinian woman reacts as Israeli forces demolish her animal shed near Hebron in the Israeli-occupied West Bank Reuters World news in pictures 1 September 2020 Students protest against presidential elections results in Minsk TUT.BY/AFP via Getty World news in pictures 31 August 2020 The pack rides during the 3rd stage of the Tour de France between Nice and Sisteron AFP via Getty World news in pictures 30 August 2020 Law enforcement officers block a street during a rally of opposition supporters protesting against presidential election results in Minsk, Belarus Reuters World news in pictures 29 August 2020 A woman holding a placard reading "Stop Censorship - Yes to the Freedom of Expression" shouts in a megaphone during a protest against the mandatory wearing of face masks in Paris. Masks, which were already compulsory on public transport, in enclosed public spaces, and outdoors in Paris in certain high-congestion areas around tourist sites, were made mandatory outdoors citywide on August 28 to fight the rising coronavirus infections AFP via Getty World news in pictures 28 August 2020 Japanese Prime Minister Shinzo Abe bows to the national flag at the start of a press conference at the prime minister official residence in Tokyo. Abe announced he will resign over health problems, in a bombshell development that kicks off a leadership contest in the world's third-largest economy AFP via Getty World news in pictures 27 August 2020 Residents take cover behind a tree trunk from rubber bullets fired by South African Police Service (SAPS) in Eldorado Park, near Johannesburg, during a protest by community members after a 16-year old boy was reported dead AFP via Getty World news in pictures 26 August 2020 People scatter rose petals on a statue of Mother Teresa marking her 110th birth anniversary in Ahmedabad AFP via Getty World news in pictures 25 August 2020 An aerial view shows beach-goers standing on salt formations in the Dead Sea near Ein Bokeq, Israel Reuters World news in pictures 24 August 2020 Health workers use a fingertip pulse oximeter and check the body temperature of a fisherwoman inside the Dharavi slum during a door-to-door Covid-19 coronavirus screening in Mumbai AFP via Getty World news in pictures 23 August 2020 People carry an idol of the Hindu god Ganesh, the deity of prosperity, to immerse it off the coast of the Arabian sea during the Ganesh Chaturthi festival in Mumbai, India Reuters World news in pictures 22 August 2020 Firefighters watch as flames from the LNU Lightning Complex fires approach a home in Napa County, California AP World news in pictures 21 August 2020 Members of the Israeli security forces arrest a Palestinian demonstrator during a rally to protest against Israel's plan to annex parts of the occupied West Bank AFP via Getty World news in pictures 20 August 2020 A man pushes his bicycle through a deserted road after prohibitory orders were imposed by district officials for a week to contain the spread of the Covid-19 in Kathmandu AFP via Getty World news in pictures 19 August 2020 A car burns while parked at a residence in Vacaville, California. Dozens of fires are burning out of control throughout Northern California as fire resources are spread thin AFP via Getty World news in pictures 18 August 2020 Students use their mobile phones as flashlights at an anti-government rally at Mahidol University in Nakhon Pathom. Thailand has seen near-daily protests in recent weeks by students demanding the resignation of Prime Minister Prayut Chan-O-Cha AFP via Getty World news in pictures 17 August 2020 Members of the Kayapo tribe block the BR163 highway during a protest outside Novo Progresso in Para state, Brazil. Indigenous protesters blocked a major transamazonian highway to protest against the lack of governmental support during the COVID-19 novel coronavirus pandemic and illegal deforestation in and around their territories AFP via Getty World news in pictures 16 August 2020 Lightning forks over the San Francisco-Oakland Bay Bridge as a storm passes over Oakland AP World news in pictures 15 August 2020 Belarus opposition supporters gather near the Pushkinskaya metro station where Alexander Taraikovsky, a 34-year-old protester died on August 10, during their protest rally in central Minsk AFP via Getty World news in pictures 14 August 2020 AlphaTauri's driver Daniil Kvyat takes part in the second practice session at the Circuit de Catalunya in Montmelo near Barcelona ahead of the Spanish F1 Grand Prix AFP via Getty World news in pictures 13 August 2020 Soldiers of the Brazilian Armed Forces during a disinfection of the Christ The Redeemer statue at the Corcovado mountain prior to the opening of the touristic attraction in Rio AFP via Getty World news in pictures 12 August 2020 Young elephant bulls tussle playfully on World Elephant Day at the Amboseli National Park in Kenya AFP via Getty World news in pictures 11 August 2020 French Prime Minister Jean Castex is helped by a member of staff to put a protective suit on prior to his visit at the CHU hospital in Montpellier AFP via Getty World news in pictures 10 August 2020 Locals harvest their potatoes as Mount Sinabung spews volcanic ash in Karo, North Sumatra province, Indonesia Antara Foto/Reuters World news in pictures 9 August 2020 Doves fly over the Peace Statue at Nagasaki Peace Park during the memorial ceremony held for the 75th anniversary of the atomic bombing EPA World news in pictures 8 August 2020 Anti-government protesters try to remove concrete wall that installed by security forces to prevent protesters reaching the Parliament square, during a protest against the political elites and the government after this week's deadly explosion in Beirut AP World news in pictures 7 August 2020 A protester throws a stone towards Israeli forces in the village of Turmus Aya, north of Ramallah in the occupied West Bank, following a march by Palestinians against the building of Israeli settlements AFP via Getty World news in pictures 6 August 2020 A woman yells as soldiers block a road for French President Emmanuel Macron's visit the Gemmayzeh neighborhood. The area in Beirut suffered extensive damage from the explosion at the seaport AP World news in pictures 5 August 2020 Damage at the site of Tuesday's blast in Beirut's port area, Lebanon Reuters World news in pictures 4 August 2020 A large explosion in the Lebanese capital Beirut. The blast, which rattled entire buildings and broke glass, was felt in several parts of the city AFP via Getty World news in pictures 3 August 2020 A general view shows the new road bridge in Genoa, Italy ahead of its official inauguration, after it was rebuilt following its collapse on August 14, 2018 which killed 43 people Reuters World news in pictures 2 August 2020 Empty stall spaces are seen hours before a citywide curfew is introduced in Melbourne, Australia EPA World news in pictures 1 August 2020 People take part in a demonstration by the initiative "Querdenken-711" with the slogan "the end of the pandemic - the day of freedom" to protest against the current measurements to curb the spread of COVID-19 in Berlin, Germany AFP via Getty World news in pictures 31 July 2020 Pilgrims circumambulating around the Kaaba, the holiest shrine in the Grand mosque in Mecca. Muslim pilgrims converged today on Saudi Arabia's Mount Arafat for the climax of this year's hajj, the smallest in modern times and a sharp contrast to the massive crowds of previous years Saudi Ministry of Media/AFP World news in pictures 30 July 2020 The Mars 2020 Perseverance mission lifts off at the Kennedy Space Centre in Florida. The mission is part of the USA's largest moon to Mars exploration. Nasa will attempt to establish a sustained human presence on and around the moon by 2028 through their Artemis programme EPA World news in pictures 29 July 2020 A woman refreshes herself in a outdoor pool in summer temperatures in Ehingen, Germany dpa via AP World news in pictures 28 July 2020 Malaysia's former prime minister Najib Razak speaks to the media after he was found guilty in his corruption trial in Kuala Lumpur AFP via Getty World news in pictures 27 July 2020 North Korean leader Kim Jong Un poses for a photograph after conferring commemorative pistols to leading commanding officers of the armed forces on the 67th anniversary of the "Day of Victory in the Great Fatherland Liberation War". Which marks the signing of the Korean War armistice KCNA via Reuters

Although many people online said Keaton attended either elementary or middle school in Tennessee, The Washington Post could not confirm Keaton's age or school, and his family members did not respond to interview requests Sunday morning. Publicly, Keaton's mother and sister said they have been overwhelmed by offers of assistance since the video went viral and have not been able to individually respond to the thousands of messages they've received.

“Friends, overwhelmed is the understatement of the world right now,” Kimberly Jones wrote on Facebook on Saturday afternoon. “I'm humbled by the voice my boy has been given, but he's still just a little boy, & he's a little boy who desperately wants acceptance, that I have to try to find a way to navigate him through the difference in true acceptance & attention. I know God has His hand in this, & I trust that the right things will happen in the right time.”