The video has been viewed over 15 million times.
But then came the backlash, aimed squarely at Keaton's mother, amid accusations of racism and profiteering.
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. "To inspire people that are bullied, it's just, give them a voice they might not have to speak out about it and explain how it's not right to bully". What's the point of it? It shouldn't be surprising that people found this stuff.
Keaton said he knows there's no quick solution to bullying, and that the video he made and all the attention it's getting might make things even more hard at school. They call me mean, horrendous names, like all kinds of very bad things.
"People that are different don't need to be criticised about it - it's not their fault".
In the footage, Keaton asks: "Just out of curiosity, why do they bully?" "Hey everyone. So I'm getting a lot response [s] regarding this person commenting as Kim as well as the Instagram account attached to it", he wrote. Why do they find joy in taking innocent people and find a way to be mean to them?
On Instagram, rapper Snoop Dogg reposted the video of Jones while offering words of support. I can't even say for sure that any of whats being said is true.
Though she included a link to a Facebook video posted by her mom, Kimberly Keaton, it appears it has been taken down or at least made private to some degree, possibly in response to criticism of an eyebrow-raising post she put up in August that included the family with Confederate flag.
Kimberly's accounts had posts about protesting athletes and Confederate flags, and not in the way you'd hope. According to his mother, the boy asked her to pick him because he was afraid to eat with his schoolmates. "The gofundme's [sic] aren't by any of us".
However, Kimberly has denied ever having any contact with the fighter, saying the GoFundMe pages do not belong to her.
Aside from the video, screenshots of an Instagram direct message exchange between Schilling and a user purporting to be Kimberly allegedly shows her using racist language when pleading with Schilling for help.
A representative for Horace Maynard Middle School in Union County, Tennesse, which Keaten attends, confirmed there had been a bullying incident. "And she just wants money", Schilling says in the video, which has been shared on Twitter.