I know it probably doesn't count, but seriously, fuck jump scares. When done correctly they're alright, but most of the time it's just kinda shit, ya know? It's like: "Hey, so we can't really provoke long-lasting ambience, so we'll just give you all of it in a split-second and you can get mad."
In a writing scene, though, I find the "creepy" murders just plain awful. You know, the ones whose face gets burnt off or something?
*coughJacktheKillercough*
I say go for something either out-there or simplistic, not borderline on both. Some of the best horror I've read/watched were rather simple. Some of the best horror games out there expand on some crazy fucking ideas. It all comes down to what you want, really.