Halloween marketing campaign data 2026: top brands and creators
Data to plan your Halloween marketing campaign, from an October 2026 study of nearly 400,000 Halloween posts from 167,500 creators on Instagram, TikTok and YouTube, September 1 to October 7, with the same days of 2025 as a baseline: which brands creators mention, which ones earn attention, when the season takes over the feed, and which creators to book. Shein’s reach. Universal’s attention. Makeup’s shrinking share.
Five takeaways for your Halloween marketing campaign
What nearly 400,000 creator posts say about the brands, timing and creators of Halloween 2026.
- Shein is the most-mentioned brand in Halloween creator content. It appears in 22% of branded Halloween posts on Instagram and 12% on TikTok, mentioned by more than 1,600 Instagram creators. Over the same September days, its Instagram share rose from 14% in 2025 to 20% in 2026.
- Experiences win on attention. Universal's Halloween Horror Nights ranks #2 on both platforms. On TikTok, Disney (about 2,900) and Universal (about 2,700) earn roughly 6x Shein's engagements per mention.
- Fashion is taking share from makeup. On Instagram, fashion and apparel rose from 18% to 24% of branded Halloween posts between September 2025 and September 2026, while makeup and SFX fell from 20% to 14%.
- Halloween's share of the feed nearly quadruples in September. It climbs from about 25 to 95 of every 10,000 Instagram posts between the first week of September and the week of October 1, a curve 2026 is tracking almost exactly.
- TikTok Shop gadgets buy volume, not attention. Warmies, CurvLife and Joyin each logged 180 to 240 Halloween mentions on TikTok with fewer than 70 engagements per post.
Which brands do creators mention most in Halloween posts in 2026?
Shein leads on both Instagram and TikTok, ahead of Universal's Halloween Horror Nights. One ranking per platform, because volumes and audiences differ.
View underlying data – top 25 brands on Instagram
| # | Brand | Category | Share of branded posts | Posts | Creators | Engagements per post |
|---|---|---|---|---|---|---|
| 1 | Shein | Fashion & apparel | 22.1% | 2,738 | 1,659 | 920 |
| 2 | Universal (Halloween Horror Nights) | Theme parks & haunts | 11.7% | 1,447 | 664 | 2,225 |
| 3 | Disney Parks | Theme parks & haunts | 8.0% | 986 | 514 | 2,212 |
| 4 | Mehron | Makeup & SFX | 7.5% | 928 | 346 | 3,696 |
| 5 | Spirit Halloween | Costumes & party | 5.3% | 652 | 482 | 2,452 |
| 6 | Target | Mass & home retail | 4.7% | 578 | 410 | 1,007 |
| 7 | NYX Professional Makeup | Makeup & SFX | 3.9% | 477 | 250 | 6,629 |
| 8 | Disney | Entertainment & streaming | 3.8% | 470 | 236 | 1,715 |
| 9 | Walmart | Mass & home retail | 3.7% | 461 | 314 | 865 |
| 10 | ColourPop | Makeup & SFX | 2.5% | 309 | 141 | 2,221 |
| 11 | Dollar Tree | Mass & home retail | 2.2% | 277 | 190 | 1,199 |
| 12 | Blend Bunny | Makeup & SFX | 2.1% | 260 | 107 | 7,696 |
| 13 | Morphe | Makeup & SFX | 1.9% | 242 | 108 | 1,598 |
| 14 | MAC Cosmetics | Makeup & SFX | 1.9% | 241 | 134 | 7,334 |
| 15 | Amazon | Mass & home retail | 1.9% | 233 | 149 | 756 |
| 16 | HomeGoods | Mass & home retail | 1.8% | 227 | 185 | 630 |
| 17 | Spark Paws | Pets & lifestyle | 1.8% | 225 | 147 | 366 |
| 18 | Disney+ | Entertainment & streaming | 1.8% | 223 | 129 | 1,426 |
| 19 | Maybelline | Makeup & SFX | 1.8% | 218 | 121 | 6,421 |
| 20 | Fun Costumes | Costumes & party | 1.7% | 209 | 94 | 1,386 |
| 21 | Huda Beauty | Makeup & SFX | 1.7% | 208 | 114 | 3,683 |
| 22 | SHEGLAM | Makeup & SFX | 1.6% | 204 | 164 | 528 |
| 23 | Michaels | Mass & home retail | 1.6% | 201 | 164 | 3,049 |
| 24 | L'Oreal Paris | Makeup & SFX | 1.6% | 196 | 95 | 9,636 |
| 25 | P.Louise | Makeup & SFX | 1.5% | 186 | 84 | 2,048 |
| # | Brand | Category | Share of branded posts | Posts | Creators | Engagements per post |
|---|---|---|---|---|---|---|
| 1 | Shein | Fashion & apparel | 22.1% | 2,738 | 1,659 | 920 |
| 2 | Universal (Halloween Horror Nights) | Theme parks & haunts | 11.7% | 1,447 | 664 | 2,225 |
| 3 | Disney Parks | Theme parks & haunts | 8.0% | 986 | 514 | 2,212 |
| 4 | Mehron | Makeup & SFX | 7.5% | 928 | 346 | 3,696 |
| 5 | Spirit Halloween | Costumes & party | 5.3% | 652 | 482 | 2,452 |
| 6 | Target | Mass & home retail | 4.7% | 578 | 410 | 1,007 |
| 7 | NYX Professional Makeup | Makeup & SFX | 3.9% | 477 | 250 | 6,629 |
| 8 | Disney | Entertainment & streaming | 3.8% | 470 | 236 | 1,715 |
| 9 | Walmart | Mass & home retail | 3.7% | 461 | 314 | 865 |
| 10 | ColourPop | Makeup & SFX | 2.5% | 309 | 141 | 2,221 |
| 11 | Dollar Tree | Mass & home retail | 2.2% | 277 | 190 | 1,199 |
| 12 | Blend Bunny | Makeup & SFX | 2.1% | 260 | 107 | 7,696 |
| 13 | Morphe | Makeup & SFX | 1.9% | 242 | 108 | 1,598 |
| 14 | MAC Cosmetics | Makeup & SFX | 1.9% | 241 | 134 | 7,334 |
| 15 | Amazon | Mass & home retail | 1.9% | 233 | 149 | 756 |
| 16 | HomeGoods | Mass & home retail | 1.8% | 227 | 185 | 630 |
| 17 | Spark Paws | Pets & lifestyle | 1.8% | 225 | 147 | 366 |
| 18 | Disney+ | Entertainment & streaming | 1.8% | 223 | 129 | 1,426 |
| 19 | Maybelline | Makeup & SFX | 1.8% | 218 | 121 | 6,421 |
| 20 | Fun Costumes | Costumes & party | 1.7% | 209 | 94 | 1,386 |
| 21 | Huda Beauty | Makeup & SFX | 1.7% | 208 | 114 | 3,683 |
| 22 | SHEGLAM | Makeup & SFX | 1.6% | 204 | 164 | 528 |
| 23 | Michaels | Mass & home retail | 1.6% | 201 | 164 | 3,049 |
| 24 | L'Oreal Paris | Makeup & SFX | 1.6% | 196 | 95 | 9,636 |
| 25 | P.Louise | Makeup & SFX | 1.5% | 186 | 84 | 2,048 |
Source · Upfluence proprietary data · Sep 1 – Oct 7, 2026
View underlying data – top 25 brands on TikTok
| # | Brand | Category | Share of branded posts | Posts | Creators | Engagements per post |
|---|---|---|---|---|---|---|
| 1 | Shein | Fashion & apparel | 12.2% | 1,430 | 1,003 | 493 |
| 2 | Universal (Halloween Horror Nights) | Theme parks & haunts | 9.8% | 1,148 | 467 | 2,713 |
| 3 | Disney | Entertainment & streaming | 7.6% | 892 | 498 | 2,915 |
| 4 | Target | Mass & home retail | 5.5% | 645 | 478 | 1,302 |
| 5 | Spirit Halloween | Costumes & party | 5.4% | 636 | 457 | 2,519 |
| 6 | Disney Parks | Theme parks & haunts | 5.4% | 626 | 342 | 2,582 |
| 7 | Walmart | Mass & home retail | 4.0% | 473 | 339 | 1,247 |
| 8 | Dolls Kill | Fashion & apparel | 3.5% | 411 | 138 | 150 |
| 9 | QVC | Mass & home retail | 3.4% | 400 | 186 | 66 |
| 10 | Mehron | Makeup & SFX | 3.1% | 364 | 150 | 4,232 |
| 11 | NYX Professional Makeup | Makeup & SFX | 3.0% | 353 | 192 | 4,960 |
| 12 | Dollar Tree | Mass & home retail | 3.0% | 348 | 249 | 1,955 |
| 13 | HomeGoods | Mass & home retail | 2.8% | 321 | 256 | 1,344 |
| 14 | Fashion Nova | Fashion & apparel | 2.5% | 288 | 118 | 646 |
| 15 | P.Louise | Makeup & SFX | 2.4% | 275 | 107 | 1,519 |
| 16 | Five Below | Mass & home retail | 2.2% | 261 | 202 | 2,851 |
| 17 | HalloweenCostumes.com | Costumes & party | 2.1% | 247 | 82 | 866 |
| 18 | Joyin | Costumes & party | 2.0% | 238 | 126 | 63 |
| 19 | Glamnetic | Makeup & SFX | 1.9% | 226 | 127 | 45 |
| 20 | Warmies | Pets & lifestyle | 1.8% | 209 | 132 | 15 |
| 21 | Amazon | Mass & home retail | 1.8% | 208 | 127 | 2,253 |
| 22 | Bloom Nutrition | Food & drink | 1.7% | 203 | 155 | 1,956 |
| 23 | Morphe | Makeup & SFX | 1.6% | 192 | 102 | 4,378 |
| 24 | CurvLife | Pets & lifestyle | 1.6% | 187 | 117 | 14 |
| 25 | UCANBE | Makeup & SFX | 1.4% | 170 | 85 | 4,014 |
| # | Brand | Category | Share of branded posts | Posts | Creators | Engagements per post |
|---|---|---|---|---|---|---|
| 1 | Shein | Fashion & apparel | 12.2% | 1,430 | 1,003 | 493 |
| 2 | Universal (Halloween Horror Nights) | Theme parks & haunts | 9.8% | 1,148 | 467 | 2,713 |
| 3 | Disney | Entertainment & streaming | 7.6% | 892 | 498 | 2,915 |
| 4 | Target | Mass & home retail | 5.5% | 645 | 478 | 1,302 |
| 5 | Spirit Halloween | Costumes & party | 5.4% | 636 | 457 | 2,519 |
| 6 | Disney Parks | Theme parks & haunts | 5.4% | 626 | 342 | 2,582 |
| 7 | Walmart | Mass & home retail | 4.0% | 473 | 339 | 1,247 |
| 8 | Dolls Kill | Fashion & apparel | 3.5% | 411 | 138 | 150 |
| 9 | QVC | Mass & home retail | 3.4% | 400 | 186 | 66 |
| 10 | Mehron | Makeup & SFX | 3.1% | 364 | 150 | 4,232 |
| 11 | NYX Professional Makeup | Makeup & SFX | 3.0% | 353 | 192 | 4,960 |
| 12 | Dollar Tree | Mass & home retail | 3.0% | 348 | 249 | 1,955 |
| 13 | HomeGoods | Mass & home retail | 2.8% | 321 | 256 | 1,344 |
| 14 | Fashion Nova | Fashion & apparel | 2.5% | 288 | 118 | 646 |
| 15 | P.Louise | Makeup & SFX | 2.4% | 275 | 107 | 1,519 |
| 16 | Five Below | Mass & home retail | 2.2% | 261 | 202 | 2,851 |
| 17 | HalloweenCostumes.com | Costumes & party | 2.1% | 247 | 82 | 866 |
| 18 | Joyin | Costumes & party | 2.0% | 238 | 126 | 63 |
| 19 | Glamnetic | Makeup & SFX | 1.9% | 226 | 127 | 45 |
| 20 | Warmies | Pets & lifestyle | 1.8% | 209 | 132 | 15 |
| 21 | Amazon | Mass & home retail | 1.8% | 208 | 127 | 2,253 |
| 22 | Bloom Nutrition | Food & drink | 1.7% | 203 | 155 | 1,956 |
| 23 | Morphe | Makeup & SFX | 1.6% | 192 | 102 | 4,378 |
| 24 | CurvLife | Pets & lifestyle | 1.6% | 187 | 117 | 14 |
| 25 | UCANBE | Makeup & SFX | 1.4% | 170 | 85 | 4,014 |
Source · Upfluence proprietary data · Sep 1 – Oct 7, 2026
When does Halloween content take over creator feeds?
Halloween's share of all creator posts nearly quadruples during September and jumps in the week of October 1. On Instagram and YouTube, 2026 is tracking 2025 almost exactly; on TikTok, Halloween is a smaller share of a much larger feed.
View underlying data – Instagram weekly share
| Week | 2026 | 2025 |
|---|---|---|
| Sep 1-7 | 25.4 | 26.5 |
| Sep 8-14 | 26.7 | 28.7 |
| Sep 15-21 | 35.0 | 33.4 |
| Sep 22-28 | 45.2 | 46.0 |
| Sep 29-Oct 5 | 95.2 | 96.9 |
| Week | 2026 | 2025 |
|---|---|---|
| Sep 1-7 | 25.4 | 26.5 |
| Sep 8-14 | 26.7 | 28.7 |
| Sep 15-21 | 35.0 | 33.4 |
| Sep 22-28 | 45.2 | 46.0 |
| Sep 29-Oct 5 | 95.2 | 96.9 |
Source · Upfluence proprietary data · Sep 1 – Oct 5, 2025 and 2026
View underlying data – TikTok weekly share
| Week | 2026 | 2025 |
|---|---|---|
| Sep 1-7 | 36.4 | 49.6 |
| Sep 8-14 | 42.7 | 44.1 |
| Sep 15-21 | 42.5 | 49.2 |
| Sep 22-28 | 48.2 | 64.8 |
| Sep 29-Oct 5 | 91.3 | 136.7 |
| Week | 2026 | 2025 |
|---|---|---|
| Sep 1-7 | 36.4 | 49.6 |
| Sep 8-14 | 42.7 | 44.1 |
| Sep 15-21 | 42.5 | 49.2 |
| Sep 22-28 | 48.2 | 64.8 |
| Sep 29-Oct 5 | 91.3 | 136.7 |
Source · Upfluence proprietary data · Sep 1 – Oct 5, 2025 and 2026
View underlying data – YouTube weekly share
| Week | 2026 | 2025 |
|---|---|---|
| Sep 1-7 | 16.2 | 16.1 |
| Sep 8-14 | 17.6 | 17.7 |
| Sep 15-21 | 19.3 | 18.3 |
| Sep 22-28 | 23.3 | 23.0 |
| Sep 29-Oct 5 | 40.5 | 42.6 |
| Week | 2026 | 2025 |
|---|---|---|
| Sep 1-7 | 16.2 | 16.1 |
| Sep 8-14 | 17.6 | 17.7 |
| Sep 15-21 | 19.3 | 18.3 |
| Sep 22-28 | 23.3 | 23.0 |
| Sep 29-Oct 5 | 40.5 | 42.6 |
Source · Upfluence proprietary data · Sep 1 – Oct 5, 2025 and 2026
Which types of brands win Halloween creator content: fashion, makeup or theme parks?
Fashion and apparel gained six points of share on Instagram and nearly five on TikTok, mostly at the expense of makeup on Instagram and mass retail on TikTok. Entertainment, food and TikTok Shop gadgets are the other risers.
View underlying data – Instagram category shares
| Category | 2026 | 2025 | Change |
|---|---|---|---|
| Theme parks & haunts | 26.5% | 26.9% | -0.4 pts |
| Fashion & apparel | 24.4% | 18.4% | +6.0 pts |
| Mass & home retail | 22.1% | 23.5% | -1.4 pts |
| Makeup & SFX | 14.1% | 19.7% | -5.6 pts |
| Costumes & party | 7.7% | 8.1% | -0.4 pts |
| Entertainment & streaming | 6.2% | 3.4% | +2.8 pts |
| Food & drink | 3.0% | 1.8% | +1.2 pts |
| Pets & lifestyle | 2.5% | 2.6% | -0.1 pts |
| Category | 2026 | 2025 | Change |
|---|---|---|---|
| Theme parks & haunts | 26.5% | 26.9% | -0.4 pts |
| Fashion & apparel | 24.4% | 18.4% | +6.0 pts |
| Mass & home retail | 22.1% | 23.5% | -1.4 pts |
| Makeup & SFX | 14.1% | 19.7% | -5.6 pts |
| Costumes & party | 7.7% | 8.1% | -0.4 pts |
| Entertainment & streaming | 6.2% | 3.4% | +2.8 pts |
| Food & drink | 3.0% | 1.8% | +1.2 pts |
| Pets & lifestyle | 2.5% | 2.6% | -0.1 pts |
Source · Upfluence proprietary data · Sep 1-28, 2025 and 2026
View underlying data – TikTok category shares
| Category | 2026 | 2025 | Change |
|---|---|---|---|
| Mass & home retail | 28.2% | 35.9% | -7.7 pts |
| Theme parks & haunts | 19.2% | 22.7% | -3.5 pts |
| Fashion & apparel | 18.2% | 13.5% | +4.7 pts |
| Makeup & SFX | 12.6% | 13.2% | -0.6 pts |
| Costumes & party | 10.6% | 10.9% | -0.3 pts |
| Entertainment & streaming | 9.3% | 10.7% | -1.4 pts |
| Pets & lifestyle | 6.0% | 1.8% | +4.2 pts |
| Food & drink | 4.5% | 2.6% | +1.9 pts |
| Category | 2026 | 2025 | Change |
|---|---|---|---|
| Mass & home retail | 28.2% | 35.9% | -7.7 pts |
| Theme parks & haunts | 19.2% | 22.7% | -3.5 pts |
| Fashion & apparel | 18.2% | 13.5% | +4.7 pts |
| Makeup & SFX | 12.6% | 13.2% | -0.6 pts |
| Costumes & party | 10.6% | 10.9% | -0.3 pts |
| Entertainment & streaming | 9.3% | 10.7% | -1.4 pts |
| Pets & lifestyle | 6.0% | 1.8% | +4.2 pts |
| Food & drink | 4.5% | 2.6% | +1.9 pts |
Source · Upfluence proprietary data · Sep 1-28, 2025 and 2026
Which Halloween brands earn the most engagement per creator post?
Mentions are not attention. Theme parks and Disney earn thousands of likes and comments per TikTok mention, while high-volume TikTok Shop gadgets earn a few dozen.
View underlying data – engagements per mention
| Brand | Category | Halloween posts | Engagements per post |
|---|---|---|---|
| Disney | Entertainment & streaming | 892 | 2,915 |
| Universal (Halloween Horror Nights) | Theme parks & haunts | 1,148 | 2,713 |
| Disney Parks | Theme parks & haunts | 626 | 2,582 |
| Spirit Halloween | Costumes & party | 636 | 2,519 |
| Dollar Tree | Mass & home retail | 348 | 1,955 |
| Target | Mass & home retail | 645 | 1,302 |
| Shein | Fashion & apparel | 1,430 | 493 |
| QVC | Mass & home retail | 400 | 66 |
| Joyin | Costumes & party | 238 | 63 |
| Glamnetic | Makeup & SFX | 226 | 45 |
| Warmies | Pets & lifestyle | 209 | 15 |
| CurvLife | Pets & lifestyle | 187 | 14 |
| Brand | Category | Halloween posts | Engagements per post |
|---|---|---|---|
| Disney | Entertainment & streaming | 892 | 2,915 |
| Universal (Halloween Horror Nights) | Theme parks & haunts | 1,148 | 2,713 |
| Disney Parks | Theme parks & haunts | 626 | 2,582 |
| Spirit Halloween | Costumes & party | 636 | 2,519 |
| Dollar Tree | Mass & home retail | 348 | 1,955 |
| Target | Mass & home retail | 645 | 1,302 |
| Shein | Fashion & apparel | 1,430 | 493 |
| QVC | Mass & home retail | 400 | 66 |
| Joyin | Costumes & party | 238 | 63 |
| Glamnetic | Makeup & SFX | 226 | 45 |
| Warmies | Pets & lifestyle | 209 | 15 |
| CurvLife | Pets & lifestyle | 187 | 14 |
Source · Upfluence proprietary data · Sep 1 – Oct 7, 2026
The Halloween creators to book on Instagram, TikTok and YouTube in 2026
Ranked by engagement rate on Halloween posts, one list per platform, vetted against creator bios. Cozy, diary-style creators outperform horror specialists on TikTok and YouTube.
JE
LO
GA
EL
LA
DI
AL
AD
PA
NA| # | Creator | Followers | Halloween posts | Engagement rate |
|---|---|---|---|---|
| 1 | jenn_sunsetlover | 50,143 | 3 | 96.9% |
| 2 | lottiegeliot | 38,937 | 4 | 95.2% |
| 3 | gabbis__goodies | 5,445 | 3 | 93.7% |
| 4 | ellzditz | 16,675 | 4 | 90.8% |
| 5 | lari.philomena | 10,404 | 4 | 88.2% |
| 6 | dietcokeginger | 16,014 | 8 | 86.2% |
| 7 | albinasveganfood | 124,692 | 8 | 83.1% |
| 8 | adamhlavac | 14,550 | 9 | 76.5% |
| 9 | paytonmey | 48,661 | 3 | 75.2% |
| 10 | nailzxgabby | 12,984 | 5 | 74.7% |
YN
AD
EL
MA
LE
MA
GL
JO
LU
MA| # | Creator | Followers | Halloween posts | Engagement rate |
|---|---|---|---|---|
| 1 | ynkl_life | 32,900 | 4 | 37.0% |
| 2 | adridiaries | 774,700 | 3 | 35.2% |
| 3 | elisapur | 1,300,000 | 7 | 32.3% |
| 4 | maciastracy | 75,900 | 5 | 32.3% |
| 5 | lenadiaries_ | 27,000 | 3 | 31.4% |
| 6 | magic_phyra | 1,800,000 | 3 | 30.0% |
| 7 | glamorousgirlguide | 158,300 | 3 | 29.5% |
| 8 | joeyyarchives | 34,900 | 5 | 28.0% |
| 9 | luis_carlos_g | 570,800 | 3 | 27.6% |
| 10 | mafercanchola_ | 1,600,000 | 3 | 27.6% |
TW
SH
NI
OA
BU
CA
DA
GA| # | Creator | Followers | Halloween posts | Engagement rate |
|---|---|---|---|---|
| 1 | TwoDream | 196,000 | 3 | 14.2% |
| 2 | adriidiaries | 30,700 | 3 | 13.4% |
| 3 | ShaellyAliah | 465,000 | 5 | 13.1% |
| 4 | nikkalcaraz | 250,000 | 9 | 12.9% |
| 5 | oatmilkmakeup | 46,000 | 3 | 12.7% |
| 6 | elisapur | 37,400 | 5 | 12.4% |
| 7 | bumblephi | 127,000 | 3 | 12.3% |
| 8 | caseydresslercomedy | 868,000 | 5 | 11.8% |
| 9 | daliaelichavez | 50,600 | 3 | 11.6% |
| 10 | Gartygoodies | 89,900 | 3 | 11.5% |
Source · Upfluence proprietary data · Sep 1 – Oct 7, 2026
The most-engaged Halloween posts of the season so far
Hand-picked from the 40 most-engaged Halloween TikTok and YouTube posts: costume transformations, DIY ideas and pumpkin crafts. Instagram posts cannot be embedded.
Source · Upfluence proprietary data · Sep 1 – Oct 7, 2026 · Video player by TikTok
What this means for your Halloween marketing campaign
Three moves for the four weeks left before October 31.
Halloween is now an apparel moment as much as a makeup one. Shein’s lead comes from breadth, with more than 1,600 Instagram creators mentioning it, so the counter-move is to fund many mid-size creators early in the season rather than a few large ones in the last week.
Universal and Disney show that a place or a story earns far more engagement per mention than a product. Brands without a park can borrow the effect with creator-led events, characters and collaborations, as the Disney+ and Practical Magic mentions show.
Share is slipping in September, but makeup content peaks closer to October 31. The window to brief tutorial creators is now, and on TikTok and YouTube the most efficient creators are cozy, diary-style accounts rather than horror specialists.
Frequently asked questions about Halloween 2026 creator content
Direct answers to the questions brand teams and journalists ask about this dataset.
What should a Halloween marketing campaign focus on in 2026?
Based on nearly 400,000 Halloween creator posts from September 1 to October 7, 2026, a Halloween marketing campaign should start in early September, when Halloween content is already climbing, and peak around the week of October 1, when its share of Instagram posts is 3.7 times higher. Fashion and apparel is the fastest-growing category (up six points on Instagram), theme parks and Disney earn the most engagement per mention, and the top TikTok creators by engagement per view are cozy, diary-style creators rather than horror specialists.
Which brands run the most visible Halloween campaigns with creators?
Shein and Universal (Halloween Horror Nights) are the two most-mentioned brands in creator Halloween posts on both Instagram and TikTok in 2026, followed by Disney Parks and Mehron on Instagram and Disney and Target on TikTok. Shein leads on volume; Disney and Universal lead on engagement per mention.
Which brands do creators mention most in Halloween content in 2026?
Shein leads on both Instagram and TikTok, appearing in 22% of branded Halloween posts on Instagram and 12% on TikTok between September 1 and October 7, 2026. Universal (Halloween Horror Nights) is second on both platforms, followed by Disney Parks and Mehron on Instagram and Disney and Target on TikTok.
Which Halloween brands get the most engagement per creator post on TikTok?
Disney earns about 2,900 likes and comments per TikTok Halloween mention, Universal about 2,700 and Spirit Halloween about 2,500. Shein, the most-mentioned brand, earns about 490 per mention, roughly a sixth of the theme parks.
When do creators start posting Halloween content?
Halloween content is already present in the first week of September, at about 25 of every 10,000 Instagram posts, and it rises every week. The jump comes in the week of October 1, when the share reaches about 95 per 10,000 Instagram posts, nearly four times the early-September level.
Are makeup brands losing share in Halloween creator content?
On Instagram, makeup and special-effects brands fell from 20% to 14% of branded Halloween posts between September 1 and 28, 2025 and the same days in 2026, while fashion and apparel rose from 18% to 24%. Makeup content usually peaks closer to October 31, so the gap may narrow later in the season.
Which platform has the most Halloween creator content?
Instagram has the largest volume, with about 187K Halloween posts from September 1 to October 7, 2026, ahead of TikTok (about 155K) and YouTube (about 56K). TikTok posts earn the highest median engagement per view, at 6.1%.
Who are the top Halloween creators on TikTok in 2026?
Ranked by engagement per view on Halloween posts, the leading TikTok creators include ynkl_life, adridiaries, elisapur, maciastracy and lenadiaries_, most of them cozy, diary-style creators rather than horror specialists. Each posted at least three Halloween videos with a median of 10,000+ views.
How many creators posted about Halloween in 2026?
About 167,500 creators published roughly 399,000 Halloween posts on Instagram, TikTok and YouTube between September 1 and October 7, 2026, according to Upfluence data.
How was this Halloween creator study calculated?
Upfluence analysed creator posts on Instagram, TikTok and YouTube whose caption, hashtags or description mention Halloween, spooky season, trick or treat or jack-o'-lantern. Brand mentions come from @-mentions and tagged profiles, deduplicated per post and mapped to brands. Year-over-year comparisons use shares rather than raw counts.
Data source
Upfluence proprietary creator data on Instagram, TikTok and YouTube, posts dated September 1 to October 7 in 2026 and in 2025. Halloween posts are posts whose caption, TikTok hashtags or YouTube title and description mention halloween, spooky season, trick or treat or jack-o-lantern. Posts by archived creator accounts are excluded.
Signal extraction
Brand mentions come from caption @-mentions and tagged profiles, deduplicated per post so a brand counts once per post. Handle variants are mapped to one brand with a manual alias map (for example all regional Shein accounts count as Shein). Engagement is likes plus comments; TikTok and YouTube engagement rates are per view, YouTube on likes only because comments are not ingested.
Filters applied
Generic words, email domains and creator self-mentions were removed before ranking, and brands are only ranked on Instagram and TikTok because YouTube descriptions rarely tag brands. Creator rankings require at least three Halloween posts and 5,000 followers, plus 10,000 median views on TikTok and YouTube, and were vetted against creator bios to remove classifier mislabels, pet accounts and self-promotion.
Categorization
Each ranked brand was assigned by Upfluence editors to one product category (fashion and apparel, makeup and SFX, theme parks and haunts, mass and home retail, costumes and party, entertainment and streaming, food and drink, pets and lifestyle). Brand logos and links point to each brand’s verified official Instagram account; brands without a verified match show initials only.
Baseline comparison
Platform coverage grew between 2025 and 2026, so year-over-year comparisons use shares (share of branded posts, Halloween posts per 10,000 creator posts) rather than raw counts. Category comparisons use September 1-28 in both years, the period fully ingested in 2026.
Honest gaps
Mention counts measure creator supply, not reach or paid spend. Data is ingested through October 7, 2026 and the last days of the window are still filling in, so October volumes will rise; we will update this study after Halloween. Instagram view counts are not available for 2026 posts, so Instagram creators are ranked by engagements per follower. Creator engagement for 2026 posts is a few days to weeks old and will keep growing.