I've seen this all over Twitter and Facebook with people claiming it's a 'real photo' with stories attached to it along the lines of "This is the last photo found on a hikers/campers camera before he/she went missing". Very well done my friend, it's a wonderful piece of work. Very spooky.
It's also being used as a thumbnail on Youtube videos claiming to have real pictures of ghosts and demons. Just punch the word 'ghost' into the search bar and two or three videos with this picture come up.