'It's not OK': Boy bursts into tears telling his mum about how he's bullied at school

A mother has shared a heart-wrenching video of her defiant son delivering a potent message about bullying after he was targeted at school.

Kimberly Jones took to Facebook to reveal the moment her son Keaton Jones burst into tears after she picked him during his lunch break as other pupils mocked his appearance, told him he had no friends and poured milk over him.

The schoolboy, from Tennessee in the US, can be heard asking why bullies would choose to pick on other students.

"Just out of curiosity, why do they bully? What's the point of it?" Keaton says to his mother.

"Why do you find joy in taking innocent people and finding a way to be mean to them? It's not OK."

But in an act of defiance he then delivers a moving message to other victims of bullying, reminding them to stay strong.

"People that are different don't need to be criticised about it. It's not their fault. But if you are made fun of, don't let it bother you," he said.

"They suck I guess. Hard. But it will probably get better one day."

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The video was shared online on December 9 and was quickly inundated with thousands of messages of support as it spread across the internet amassing 16 million views.

"You are such a brave young man for making this and showing the world what you have to go through," one comment read.

"Keep your chin up, young man. You will grow up to be a better and more loved man than anyone bullying you!," another user wrote.

A number of celebrities have also taken to social media to back Keaton's stance on bullying including NFL star Delanie Walker who offered words of encouragement in his own video about the issue.