So I want to preface this by saying that I cannot, in good conscience, recommend this to anyone but early high school, MAYBE late middle grade at the OLDEST, because it gets pretty intense. Full content warnings at the bottom because they contain the heaviest spoilers, but for real, you might want to pre-read this one before letting a kid have it.
That said, as a grown adult, the escalation in this book is BONKERS. The jump from "oh, huh, haunted camera" to "r/niceguys goes r/NoSleep feat. Mothman" is so swift I got whiplash. Not necessarily in a bad way, though. I kind of appreciate that Christine Hayes throws you right in the deep end. The writing is pretty good and I'm a big fan of the illustrations. While some plot elements were MAYBE a bit too rich for my blood (I get uncomfortable when dark magic and curses come into play but since the perpetrators were all villainous and there's a happy ending, we're gonna let it slide), overall I'd say this wasn't bad.
But for real, carefully consider this book for young readers. Parental death, curses, black magic, murder, suicide, and child endangerment with the threat of death are all plot points. Just because they can read the writing doesn't mean they can handle the subject matter.