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<Video url="https://www.youtube.com/embed/HD5vrmBkkiU?si=HBr8epSslbOF5Cwr" />

Scrolling through feeds and watching funny (and not-so-funny) videos has become a daily ritual across generations. If in the past it was mostly children and teenagers “glued to their phones,” today the older generation has joined in as well. As a result, brands have adapted and started producing fast-consumed, often meaningless content.

In 2024, the Oxford Dictionary named brainrot overconsumption of empty content the word of the year. This raised a broader question about the ethics of such a promotion method.

In this article, we’ll explore what brainrot is, show examples, and answer whether it’s worth including brainrot-style content in your marketing campaigns.

## What Is Brainrot

Brainrot is the negative impact on a person’s cognitive functions and emotional state caused by consuming low-quality content. 

Although this phenomenon has only recently taken over marketing communications, it has existed for a long time. Back in the 19th century, American philosopher Henry Thoreau, in his book Walden; or, Life in the Woods, referred to “brainrot” as a form of mental decay and described it as very dangerous.

Before the internet, the same criticism was aimed at TV advertising and shows: “TV makes us dumber.” The internet merely changed the platform, but the conversation remained the same.

In the digital era, memes were the first to be used in marketing and everyday online communication. Trollface, demotivators, photoshopped images, and viral video characters from the 2000s — that’s where brainrot began.

At the beginning, there was this:

 
<Img img="/uploads/trollface_ed65c79cd3.png" alt="trollface.png" />
 

But even then, there was some intellectual element unlike the canonical example of trash video, the online series Skibidi Toilet. Floating heads popping out of toilets became especially popular among children and teenagers.

Brainrot finally took root in social media marketing (SMM) and made its way into marketing campaigns during the pandemic. While lockdowns were in effect, people needed something to entertain themselves. Endless scrolling through feeds became a cure for boredom.

## Should You Use Brainrot?

Today, it’s hard to imagine social media marketing without funny and not always intellectual videos. This type of content has both advantages and drawbacks.

### Pros of Brainrot

**A way to communicate with Gen Z and Gen Alpha.** They grew up with memes and smartphones in hand, and they’re used to fast content consumption. It’s hard to hold their attention for long, so three-hour interviews won’t engage them. They eagerly watch brainrot content and mimic internet characters. But everything needs to be simple, clear, and funny.

**A chance to break through banner blindness.** When there’s too much similar advertising, unusual or trashy content can stand out. Such videos might be criticized or praised for creativity, but they definitely don’t go unnoticed.

**Increased content virality.** Funny, out-of-the-box content spreads quickly across the internet and finds its way into social media feeds. In digital marketing, this kind of popularity can significantly boost brand awareness and sales but only if the audience understands and accepts such marketing communications.

### Cons of Brainrot 

**Ethical concerns.** Brainrot content can be addictive and may lead to psychological or cognitive issues. If a marketing strategy includes such content, the brand is essentially encouraging the “decay of the audience’s brain.” It’s worth asking: do you want your brand to be associated with brainrot, carrying no real meaning and in some cases even causing harm?

**Lack of originality.** Brands often don’t create their own ideas but simply copy successful examples. As a result, the content becomes impersonal and fails to stand out. Sometimes this even [**annoys users**](https://altcraft.com/blog/marketing-scenarios-tha-annoy-users), who are tired of seeing the same thing everywhere.

**Brand mismatch.** Brainrot is not suitable for every business. Marketing campaigns should be built on brand values and speak the audience’s language. This type of content can damage the image of certain brands especially those dealing in luxury goods or complex intellectual products. Premium brands communicate in a more elegant and refined way, while brainrot can discredit the company and drive away potential clients.

### Conclusion

Brainrot content can be used—but with caution and moderation. Here are some rules to follow:

- **Choose simple, but not stupid, content.** In some cases, cat videos and similar posts work well. Audiences willingly spend time on them, and such campaigns usually don’t cause irritation.

- **Don’t jump on every social media trend.** First, check whether a trend fits your brand’s values and communication style. If you adopt it, adapt it to your brand. Simple copying makes content faceless. It only makes sense to borrow while the idea is still fresh; once a trend is overused, it hardly works unless you deliver a truly original and strong execution.

- **Opt for “conditionally useful” content formats.** For example, ASMR videos, despite their strangeness, can have a calming effect. Explaining history with cat memes may also look like brainrot, but at least it’s beneficial and resonates with teens and children.

- **Create collaborations.** Partner with other brands or encourage user-generated content so people make what they themselves enjoy. Joint creativity and diverse perspectives will get you to a solid idea faster. But it’s important that the other brand’s audience aligns with yours.

## Examples of Brainrot in Marketing

Brainrot makes its way into various communication channels: email campaigns, messengers, push notifications, and more. But it’s most common in short videos.

Businesses actively supplement their social media content marketing with such examples to increase brand awareness, engage audiences, and boost sales.

Here are some examples of brainrot marketing:

### Italian Brainrot

These are AI-generated images where an animal or a person is merged with an inanimate object. Italians have nothing to do with it the trend began when users started giving their creations names in a faux-Italian style: Bombardiro Crocodilo, Ballerina Cappuccina, Tralalero Tralala, Bombombini Gusini, Chimpanzini Bananini.

These characters soon appeared in brand advertising. For example, Spanish KFC featured Ballerina Cappuccino in its commercials. The brand went even further and released a series of toys with brainrot characters for kids’ meals.

 
<Img img="/uploads/italian_brainrot_db5519da58.png" alt="italian-brainrot.png" src="Content credits: hkfc.es"/>
 

Other companies haven’t fallen behind either. Aviasales Kazakhstan created their own version of brainrot characters — not canonical, but funny nonetheless.

<Gallery>
<GalleryItem original="/uploads/aviasales_c4e883b0ae.png" thumbnail="aviasales.png" src="Content credits: aviasales.kz"/>
<GalleryItem original="/uploads/aviasales_other_d51af01b7d.png" thumbnail="aviasales-other.png" src="Content credits: aviasales.kz"/>
<GalleryItem original="/uploads/aviasaless_fafc210b5f.png" thumbnail="aviasaless.png" src="Content credits: aviasales.kz"/> 
</Gallery>

Why not make a dumbbell shaped like a cat? That’s what DDX Fitness thought and so they created their own brainrot.

 
<Img img="/uploads/ddx_fitness_c6652303fb.png" alt="ddx-fitness.png" src="Content credits: ddxfitness.ru"/>
 

### Ryanair 

Almost all of the low-cost carrier’s content is built around brainrot: airplanes with eyes, jokes, and very little meaning. It’s the perfect kind of content to mindlessly scroll through online. A budget airline can afford to be funny since its audience doesn’t expect any sense of luxury from them.

 
<Gallery>
<GalleryItem original="/uploads/ryan_air_1_1434aff969.png" thumbnail="ryan-air-1.png" src="Content credits: ryanair.com"/>
<GalleryItem original="/uploads/ryan_air_3_6ce5f45c3a.png" thumbnail="ryan-air-3.png" src="Content credits: ryanair.com"/>
<GalleryItem original="/uploads/ryan_air_2_83a9af6172.png" thumbnail="ryan-air-2.png" src="Content credits: ryanair.com"/>
<GalleryItem original="/uploads/ryan_air_4_30111a08c8.png" thumbnail="ryan-air-4.png" src="Content credits: ryanair.com"/>
</Gallery>
 

### Duolingo 

After the jokes about the passive-aggressive owl, the brand started making such videos itself.

For example, the mascot chases a person, scares them, or even reenacts a scene from the series Squid Game. Top-level self-irony and an interesting example of brainrot.

<Gallery>
<GalleryItem original="/uploads/duolingo_1_915d611bc9.png" thumbnail="duolingo-1.png" src="Content credits: duolingo.com"/>
<GalleryItem original="/uploads/duolingo_2_d75ec1fe46.png" thumbnail="duolingo-2.png" src="Content credits: duolingo.com"/>
</Gallery>
 

### Burger King

A bold brand with a young audience churns out brainrot like burgers. Its social media regularly features trend-driven posts from starstruck deer to chicken nuggets lounging by the pool. This format is instantly recognizable and appealing to teenagers and young audiences.
 
<Gallery>
<GalleryItem original="/uploads/bk_1_fffd9ae5e8.png" thumbnail="bk-1.png" src="Content credits: bk.com"/>
<GalleryItem original="/uploads/bk_2_c92668120b.png" thumbnail="bk-2.png" src="Content credits: bk.com"/>
</Gallery>
 
### Tinder

The dating app’s account also runs on memes transforming existing ones and creating its own. For example, it adapted cat memes to fit relationship themes.

 
<Gallery>
<GalleryItem original="/uploads/tinder_e7146d5f2f.png" thumbnail="tinder.png" src="Content credits: tinder.com"/>
<GalleryItem original="/uploads/tinder_1_e644c08a55.png" thumbnail="tinder-1.png" src="Content credits: tinder.com"/>
</Gallery>
 

### Fortnite

Popular memes, real-world objects, and characters are adapted to the game’s style. The videos don’t carry much meaning, but they do create a wow effect for the audience.
 
<Gallery>
<GalleryItem original="/uploads/fortnite_6b2d1e6c2b.png" thumbnail="fortnite.png" src="Content credits: fortnite.com"/>
<GalleryItem original="/uploads/fortnite_1_28b778d51a.png" thumbnail="fortnite-1.png" src="Content credits: fortnite.com"/>
</Gallery>
 
### Wendy’s

Wendy’s social media leans into absurd humor, chaotic memes, and tongue-in-cheek irony. It’s a perfect example of brainrot content: short, offbeat, and endlessly shareable. These posts aren’t designed to be deep or polished — they’re designed to spark a reaction and keep audiences talking.
 
<Gallery>
<GalleryItem original="/uploads/wendy_de860ef615.png" thumbnail="wendy.png" src="Content credits: wendys.com"/>
<GalleryItem original="/uploads/wendy_s_3c26202ada.png" thumbnail="wendy-s.png" src="Content credits: wendys.com"/>
</Gallery>
 
### Skittles 

The brand dabbles in brainrot too. It’s a good example of using the format in moderation—nothing shocking, and not so frequent that it overwhelms the feed. In small doses, this kind of content feels right at home.

 
<Gallery>
<GalleryItem original="/uploads/skittles_f6de3e32aa.png" thumbnail="skittles.png" src="Content credits: skittles.com"/>
<GalleryItem original="/uploads/skittles_goat_670da080b7.png" thumbnail="skittles-goat.png" src="Content credits: skittles.com"/>
</Gallery>
 

## Summary

Brainrot is content that feels like “brain decay”— it carries little to no meaning, yet it grabs attention, entertains, and makes people laugh. Memes and short videos are the main formats used to create it.
On the plus side, brainrot makes it easier to connect with younger audiences, cut through banner blindness, and boost virality.

The downsides? Ethical concerns — this kind of content can waste time and even have a negative impact on people’s cognitive functions and emotional well-being. Constant copying also makes brands look alike, and for companies with a premium image, brainrot may be completely off-brand. It can be effective in moderation, but it needs to align with brand values and be used carefully to avoid harming reputation.

brainrot-blog.png

 In this article, we explain what brainrot is, how brands use it in practice, and whether it’s worth applying in marketing campaigns.

brainrot.png

What brainrot is, how brands use it in practice, and whether it’s worth applying in marketing campaigns.


Brainrot Content in Marketing: Should Brands Use It?

Brainrot Marketing: Can You Use “Chaotic” Content?

[**Vbr.ru**](http://Vbr.ru) (or Vyberu) is one of the largest financial marketplaces in Russia. Over 8 million users visit the platform each month to find and apply for deposits, loans, auto loans, or to open a business checking account.

As its audience grew, the company faced several challenges: customer data was scattered across multiple services, launching new communications required lengthy approvals and revisions, and the effectiveness of marketing channels remained unclear.

To streamline operations and improve the profitability of its CRM marketing, Vbr.ru decided to implement a Customer Data Platform (CDP). They chose the [**Altcraft Platform**](https://altcraft.com/), a Russian digital marketing platform that consolidated all data and communications into a single interface.
Here's how the Vbr.ru team integrated Altcraft CDP in just two months, unified all data and channels in one system, automated communications, and increased CRM marketing profitability by 250%.
 
<Img img="/uploads/vbr_ru_and_altcraft_2bc20f235d.png" alt="vbr-ru-and-altcraft.png" />
 

## Why Vyberu Decided to Implement a CDP

Before implementing a Customer Data Platform (CDP), the team faced a number of challenges that hindered the growth of their marketing efforts and impacted overall performance. The main issues included:

**Fragmented data.** Web analytics, application data, partner information, and mobile app data were all stored in separate systems. The lack of a unified customer profile made it extremely difficult to personalize communications effectively.

**Technical difficulties.** Launching new channels or updating workflows required constant involvement from developers. Each channel operated in isolation with its own setup logic. Integrating a new tool took significant time and resources since every process had to be built from scratch. As a result, the communication infrastructure became a complex patchwork of disconnected elements that was nearly impossible to maintain systematically.

**Missed opportunities.** The absence of a unified ecosystem led to lower conversion rates, increased customer acquisition costs ([**CAC**](https://altcraft.com/glossary/cac-how-to-calculate-and-lower-customer-acquisition-costs)), and a decline in marketing return on investment ([**ROI**](https://altcraft.com/blog/roi-romi-roas-difference)).

## Why Altcraft Platform Was Chosen

Before selecting a platform, the team carefully evaluated various solutions. In the end, Altcraft proved to be the best option for several reasons:

- **Pricing.** In terms of the “functionality-to-cost” ratio, Altcraft turned out to be one of the most attractive options on the market. For a company handling large volumes of data and communications, cost predictability and transparency are crucial — and Altcraft offered a convenient licensing model with no hidden pitfalls.

- **Flexible Licensing.** The platform offers two deployment options: a cloud-based SaaS version or an on-premise installation within the company’s own infrastructure.

- **Channel Integration and Creation.** Altcraft provides a wide range of ready-to-use channels: email, SMS, push notifications, messengers, and more. Custom channels can also be added if needed. This was a major advantage for Vyberu — all channels can be easily combined within customer journeys.

- **Extensive Data Management Capabilities.** Altcraft allows for convenient data management, including customer profiles, events, products, and transactions. Additional fields and external data sources are easy to configure. For a marketplace with thousands of products, this level of flexibility is especially important. The system adapts to existing business processes rather than forcing the company to change them.

> "It feels like Altcraft is built by people who actually use the platform themselves. That’s why the product turns out to be so user-friendly and easily scalable. The interface is intuitive — everything is easy to find right away. Even at a glance, you can see that you can start working quickly, yet the functionality is very rich. The developers clearly care about making the experience comfortable for both themselves and end users. They listen to feedback, and it’s very likely that features you suggest will be implemented in the future."

---

*— Rinat Sibgatullin, CDP Project Lead at Vyberu.*


## How Altcraft CDP Was Implemented

**Project launch.** The implementation started almost from scratch — previously, there was no unified CRM marketing system in place. The team decided not to integrate old, fragmented setups but instead to build the CDP ecosystem from the ground up.

**Resources and timeline.** The main scope of work was completed in about two months. Two backend developers were involved, each dedicating roughly half of their working time (equivalent to about one full-time month of work). Despite the relatively small resource commitment, the team managed to integrate almost all necessary features and channels during this period — essentially implementing the full functionality from the start.

> Of course, implementation timelines depend on the project's scale: some may launch basic functionality in just a few days, while others may require deep customization and integrations that take several months. On-premise deployment usually takes a bit more time, as it involves infrastructure setup and DevOps participation, but Altcraft provides [detailed documentation](https://guides.altcraft.com/en/user-guide/) and support.

---

*— Rinat Sibgatullin, CDP Project Lead at Vyberu*

**Data Integration.** Altcraft offers various methods for collecting contacts: external databases, API import, and connection goals. Vyberu immediately set up data collection from both the website and backend. Users were automatically funneled into journey workflows, while external databases were connected to upload historical data. The main data sources provided real-time triggers, and additional information was pulled from internal databases.

**Communication Channel Integration.** Altcraft includes its own built-in email sender and a wide range of ready-made integrations. This is a key advantage, as not all platforms have their own email delivery service — often requiring third-party tools.

When launching the channels, the team fully utilized the platform’s capabilities: they integrated email as a built-in service, SMS via a popular gateway, Telegram as a custom channel, and push notifications using the standard method — via Firebase and APNS.

> Channel prioritization is organized the same way as in most companies: based on the cost per contact. If a user has the mobile app, push notifications are sent first. If there’s no response, an SMS or email follows. If the user has Telegram, that’s the first channel we use. The core principle is to minimize communication costs.

---

*— Rinat Sibgatullin, CDP Project Lead at Vyberu*

### Analytics and End-to-End Tracking Setup

Vyberu launched the project with external analytics already connected. While the platform itself includes built-in reports, the company needed additional tracking for conversions and other key metrics. To achieve this, a separate dashboard was created to collect data from Altcraft. This setup allows the team to know exactly which messages were sent to each user, which funnels they went through, and how they responded.
All platform events can be exported via webhooks or Kafka, providing full transparency — no user action goes untracked.

One of the current goals is to determine which scenario a user came from and where exactly the conversion occurred. For example, a user might initially explore deposit products but later submit an application for a business account (RKO).

> Initially, when deploying the platform, the team didn’t plan to focus on the mobile app, assuming everything there was already set up and that there were no growth opportunities. However, after launching even basic push notifications, it quickly became clear that push converts just as well as SMS — and in some cases, even better. On top of that, push notifications incur no additional costs. Implementing data capture mechanisms helped us better understand user behavior and uncover new growth opportunities.

---

*— Rinat Sibgatullin, CDP Project Lead at Vyberu*

## Flexibility of Altcraft Illustrated by the “Abandoned Cart” Mechanism

In Altcraft, the same task can be solved in multiple ways. Let’s take the example of an abandoned cart notification and explore three different approaches to implementing it:
 
<Img img="/uploads/flexibility_of_altcraft_7e6857a77c.png" alt="flexibility-of-altcraft.png" />
 

1. **Solution via JSON Feed.** The simplest option is to send the contents of the abandoned cart (a list of products or selected services) in the form of a JSON file. The entry point into the scenario is an HTTP request to a trigger. In this approach, the product list — i.e., the items the user added to their cart — is passed via a JSON feed, which is just a regular file, similar to YML. When the trigger fires, Altcraft requests this file, and the user receives a message containing the items listed in it.

2. **Solution via the “Market” Module.** A more advanced approach is to upload the product catalog to Altcraft using its built-in Market module. When a user logs out of their account, a request is sent to a scenario: this user has left, and they need to be sent a list of items from their cart. The user enters the scenario and can be further engaged — for example, by sending another message a few hours later with an updated product list. If the user was interested in a phone priced at around $110, the system can automatically find and suggest items in the $90–$130 range.

3. **Solution via an External Order Database.** The third option is to store all cart/order data in an external system (e.g., your own database) and receive event signals. The trigger is activated when an “Order Received” or “Cart Closed” event occurs. After that, the system retrieves the relevant data from the external storage, generates an email, and sends it to the user.

The medium-complexity approach — using the Market module — was selected, as it offers more convenient management of a large product catalog. Occasionally, items included in emails are reviewed to ensure there are no backend errors, though such issues are rare.

## Creating Scenarios, Triggers, and Content

Altcraft CDP includes a visual scenario builder that allows users to create complex customer engagement workflows using condition and action blocks — all without writing a single line of code. The Vyberu team created dozens of scenarios tailored to different segments and situations:

- **Long, multi-step funnels.** For example, if a user submits a loan application but then starts exploring credit cards, the system records this behavior. That user is placed into a branching scenario, where future messages depend on their ongoing actions on the site. They might receive a sequence of emails and push notifications over a span of 10 days, with each step personalized based on their previous behavior. If on day 3 the user clicks a link to the auto loans page, the communication flow automatically shifts to focus on car financing, and so on. Nearly every step in the scenario is tailored to the user’s current interests.

- **Full automation of CRM messaging.** With this new approach, Vyberu has largely moved away from one-time mass mailings. Nearly all messages are now trigger-based or scenario-driven, launched by a user action or segment condition. As a result, each customer receives information that’s directly relevant to them. Email and SMS templates are filled with personalized details — such as the user’s name, the offer for the product they’re interested in, or the loan amount they previously viewed.

- **Scalable scenario infrastructure.** In just a few months, around 60 different scenarios were created — ranging from simple ones (like a single-message “abandoned form” trigger) to highly complex, multi-step flows with branching logic. On average, each scenario contains about 15 blocks. These workflows are constantly evolving — with new branches added for new products and timing sequences optimized. Managing this level of complexity would be impossible without a CDP.

 
<Img img="/uploads/scenario_infrastructure_daf1a48b84.png" alt="scenario-infrastructure.png" />
 

## Interesting Mechanics Implemented in Altcraft

- **Dynamic Campaigns.** The introduction of dynamic content significantly increased response rates. Currently, about one-third of all CRM channel revenue comes from campaigns where message content is automatically personalized for each client.

- **Push Instead of SMS.** The use of push notifications, combined with SMS and email, reduced SMS costs by 50%. The number of SMS messages sent decreased, while revenue remained at the same level. Previously, this channel accounted for a significant portion of overspending.

- **Template Fragments for Speed and Personalization.** Using Fragments has noticeably sped up the preparation of campaigns. For example, if there are 100 email templates and the logo needs to be changed, there’s no need to edit each one manually. The header and [**footer**](https://altcraft.com/glossary/footer-what-it-is-and-why-your-emails-need-one) are separated into individual fragments — these are common parts that are reused and occasionally need updates. Changing just one fragment updates it across all templates instantly. Fragments can also be used for dynamic content — for example, displaying different blocks to men and women. If the audience speaks multiple languages, it's easy to create multilingual templates.

- **Dedicated IP Addresses.** Thanks to Altcraft, Vyberu sends email campaigns from its own IP addresses, giving the company full control over sender reputation. Altcraft provides dedicated IPs at no extra cost — whereas most other platforms typically charge for this.

- **Surveys and Feedback Forms.** Using feedback forms increases ROI by 10–12% compared to scenarios without them. These forms are useful not only for surveys but also for diffusing negative sentiment after unpleasant experiences.

> There’s a hypothesis: if someone leaves dissatisfied and wants to write a negative review, it's better to immediately send them an email with a feedback form, giving them a chance to express their frustration. Once they've written everything they feel, the urge to post a public negative review often fades. And if they receive a follow-up call with an apology and a bonus offer, the negative emotions pass even faster — and the person may return. This directly impacts ROI.

---

*— Rinat Sibgatullin, CDP Project Lead at Vyberu*

- **Offer Catalog for Unique Deals.** The offer marketplace allows for dynamic content usage. Emails with personalized offers perform 2–3 times better than standard ones.

## Results

Due to the low-base effect, it's not entirely accurate to compare the "before" and "after" metrics directly. However, the channel has now:

- become fully transparent,

- can be entirely managed by a single specialist,

- provides complete and unambiguous statistics.

As for the numbers:

 
<Img img="/uploads/results_68a9ce0cb5.png" alt="results.png" />
 

The most effective channels turned out to be push notifications and SMS.

## What’s Next

The team is currently undergoing active training on the platform and developing the loyalty system. In the near future, new channels — such as Notify — are planned to be integrated to optimize transactional messaging.
The main priority for this year is migrating from the cloud version to the on-premise solution.

case-vbr-ru-blog-1.png

How the Vyberu team implemented Altcraft CDP in just two months, automated communications, and increased CRM marketing profitability by 250%.

case-vbr-ru-blog.png

How the Vyberu team implemented Altcraft CDP in just two months and boosted CRM marketing profitability.

How Vyberu Increased ROI to Nearly 250% with Altcraft CDP

How Vbr.ru Implemented Altcraft CDP and Increased Marketing ROI to Nearly 250%

<Video url="https://www.youtube.com/embed/vl55zQpUch4?si=V1qcqb7ea_3elns_" />

Even if a customer interacts with your product or service, you’re probably not aware of all their preferences, pain points, and hidden needs.

A well-timed marketing survey can uncover this information and give you valuable insights into what truly matters to your audience. With surveys, you can understand what prevents customers from making a purchase, what challenges they face while interacting with you, and what improvements they would like to see.

In this article, we’ll explain how marketing surveys reveal customer needs and how to get the most value from them. 

## Why Conduct Surveys 
According to research, [**77%**](https://info.microsoft.com/rs/157-GQE-382/images/EN-CNTNT-Report-DynService-2017-global-state-customer-service-en-au.pdf) of customers are more loyal to brands that actively take their opinions into account.
[**91%**](https://www.surveymonkey.com/curiosity/12-stats-that-show-the-power-of-the-feedback-economy/) of customers believe that companies should use their feedback to improve products and services.
In addition, [**83%**](https://www.surveymonkey.com/mp/small-business-surveys/) of companies that consider themselves successful regularly measure customer satisfaction. Among those that don’t, only 65% consider themselves successful.

**Here’s How Forms and Surveys Help:**

- **Understanding your audience.** Surveys let you find out what your customers need, what they like, and what could be improved. You’ll see which product features are important, which ones need refinement, and which aren’t worth your time. This makes it easier to make the right decisions when improving your product or service.

- **Personalizing offers.** Surveys segment your audience by interests, satisfaction level, and other criteria. Based on this, you can set up marketing scenarios for each group—for example, sending different email campaigns depending on the responses in the questionnaire. This approach increases the chances that your messages will be opened and clicked.

- **Boosting conversions.** A feedback form on your website simplifies the process: visitors can quickly submit a request or ask a question. This speeds up lead collection, improves communication with customers, and makes the path to purchase or registration smoother. As a result, more people take the desired action.

<Note>
How high should your conversion rate be? What if it’s low? We explain it [here](https://altcraft.com/glossary/conversion-rate-definition-why-important-calculation).
</Note>

- **Trust and loyalty.** When a customer sees that their opinion matters to the company and that requests are answered quickly, they become more attached to the brand. Regularly collecting feedback—for example, through [**NPS surveys**](https://guides.altcraft.com/en/user-guide/weblayers/forms/nps/)—helps identify dissatisfied users in time and improve the service before they leave.

- **Measuring effectiveness.** Surveys show how a marketing campaign performed. After it ends, you can gather feedback and understand how customers perceived the promotion or new product. This allows you to make informed decisions about budgets and future strategy.

## How to Use Forms and Surveys

**When should you send feedback forms?** It’s best to share survey links right after the customer interacts with your product or service. For example, you can send a form after a purchase, a support request, or a few days after they’ve used the product. The key is to let the customer share their opinion while the experience is still fresh.

The best time to send surveys depends on your [**type of business**](https://blog.hubspot.com/service/best-time-send-survey). For B2B companies, Monday is considered optimal, as employees are just starting their workweek and may have time to respond. For B2C companies, the highest response rates come on Tuesday, Wednesday, and Friday. For maximum engagement, it’s recommended to send surveys in the morning (between 8 and 10 a.m.) or in the afternoon (between 2 and 5 p.m.).
 
<Img img="/uploads/best_day_brewing_29c9b3bc7d.png" alt="best-day-brewing.png" src="It’s best to send surveys right after the customer has interacted with the brand" />

**How long should forms be?** The best surveys don’t take too much time. Usually, 3–5 questions are enough. This doesn’t overwhelm the respondent and increases the chances they’ll complete the survey. If you need to collect more information, break the form into several steps so the customer doesn’t get tired.
 
<Img img="/uploads/re_engagement_email_2d1fb1b2d4.png" alt="re-engagement-email.png" src="A re-engagement email in the form of a short survey. Source: reallygoodemails"/>

**What exactly should you ask?** Phrase questions clearly and to the point. Avoid complex wording so respondents don’t waste time trying to figure them out. Use scales (for example, from one to five) to measure satisfaction or the importance of a particular aspect.

Avoid ambiguous or overly long questions. One question — one idea. Short, simple wording significantly increases response rates.

You can also include open-ended questions so customers can share ideas or point out a specific problem.
 
<Img img="/uploads/open_ended_question_6bee305441.png" alt="open-ended-question.png" src="An open-ended question shouldn’t be mandatory — many people will just close the survey"/>

**How to Motivate Respondents?** Offer customers incentives for answering your questions. These could be discounts, entry into a contest, or bonus points. It’s also important to explain why you’re collecting their feedback and how it will help improve your service. People are much more willing to participate when they understand that their opinions matter.
 
<Img img="/uploads/grind_email_ac44ecc754.png" alt="grind-email.png" />

**Where to Create a Survey?** It’s best not to send customers surveys made with Google Forms — they can look unprofessional. Instead, use dedicated [**platforms**](https://altcraft.com/features/forms-and-surveys): they offer a user-friendly interface, plenty of customization options, and make your survey look more professional and trustworthy.

**How to Make a Form Less Boring?** Mix up the types of questions. Use different formats (open text, multiple choice, rating scale). For example, instead of a single open-ended “Why didn’t you like our service?”, it’s better to offer a scale like “Rate your experience from one to ten” and then provide a set of options to choose from. This way, customers can respond faster and more clearly.

**How to Analyze the Results?** Look for recurring themes or issues that are mentioned often. With this data, you’ll be able to identify weak points and understand how to improve your product or service.

## Why Do People Often Abandon Surveys Halfway?

People often close long or inconvenient questionnaires. The main reasons are too many questions, a complicated interface, repetitive items, and lack of motivation. If a respondent doesn’t see the point of the survey or gets tired of answering, they won’t waste their time.

To avoid this, keep forms short and to the point. If the questionnaire is long, break it into several parts so respondents don’t feel overloaded. Remove unnecessary questions and only ask those truly important for your goal. If your tone of voice allows, you can also get creative:
 
<Img img="/uploads/graza_email_d9bdab82d5.png" alt="graza-email.png" />

Add visual cues and a progress bar — this makes it easier for people to see how much is left. It’s also a good idea to offer a small incentive for participation, such as a discount, points, or useful content, and always thank respondents at the end.

It’s important to check whether the answer options are logical and cover all possible scenarios. For example, in the survey below, the respondent is asked which city they are from, but the option “San Antonio, Texas” is missing. If the participant tries to enter this answer manually, the system shows an error. As a result, the survey will most likely be closed, and you’ll lose a potential respondent.
 
<Img img="/uploads/where_do_you_live_60b8d8512f.png" alt="where-do-you-live.png" />

## Where Can You Create Surveys

**Typeform.** The platform supports flexible logic and offers extensive customization options for appearance. The downside is that the free version has serious limitations (for example, only ten responses per month are allowed, and you can’t remove Typeform branding), while the paid plans are quite expensive (starting at $50 per month for the most basic plan). You can also create forms with AI — just briefly describe the questions you want to ask.
 
<Img img="/uploads/typeform_surveys_2d5e5bfc05.png" alt="typeform-surveys.png" />
 
**SurveyMonkey.** Ready-made templates, branching logic, and other tools for building complex scenarios are available. Advanced features, including in-depth analytics and branding, are only offered in paid plans.
 
<Img img="/uploads/surveymonkey_eaafd11288.png" alt="surveymonkey.png" src="Customer survey template"/>

**Microsoft Forms** lets you create questions in minutes, style them with your brand, add branching logic, and enable multilingual support. Results are collected in real time, and data can be exported directly to Excel or integrated with Teams, SharePoint, and Power Automate for automation. It’s suitable for surveys, registrations, knowledge checks, feedback, and other simple tasks. Forms can be shared via links, embedded on websites, or generated as QR codes.

**Zoho Survey** offers more than 250 ready-made templates, allowing you to quickly create surveys for a wide range of purposes — from marketing to internal research. Limitations include relatively limited design customization, basic built-in analytics (for deeper insights, integration with external systems is required), and fewer features for complex scenarios compared to competitors. A phone number is required to create an account.
 
<Img img="/uploads/zoho_survey_99f7ab746c.png" alt="zoho-survey.png" />
 
## Where to Create Surveys to Know Everything About Your Customers

Altcraft is not just a set of tools but a full-fledged marketing and sales platform that unites all channels of communication with users. It collects and stores all customer information — for example, purchases, website behavior, and survey responses — in one place. This way, all data from forms immediately go into the shared database and become available for work.

**Key features of Altcraft for forms and surveys:**

- **Simple drag-and-drop builder.** You can create a survey without developers: just drag and drop fields (short text, answer options, rating scale, etc.) with your mouse. The interface is intuitive, and the design can be easily adjusted to match your website’s style. Any element can be made mandatory so that the customer doesn’t skip an important question. Add different types of questions to the form: with short or long answers, with one or multiple choice options, or with a rating scale.

<Img img="/uploads/drag_and_drop_builder_b4847b0a70.png" alt="drag-and-drop-builder.png" src="Creating a form in Altcraft"/>

- **Conditional logic and automation.** Data is automatically imported into the database, and the platform updates the customer profile. You can also set conditions within the survey — each answer corresponds to its own block of questions. For example, if a respondent gives the service a high rating, the company thanks them for their feedback, asks which features they liked the most, and invites them to share ideas for improvement. If a respondent gives a low rating, the company tries to understand what they didn’t like and asks for suggestions. This makes surveys more targeted and informative.

- **Publishing and analytics.** After creating a form, Altcraft generates either a link to a form page (which you can send to customers, for example, via email campaign) or an iframe code to embed the form on a website. Built-in statistics show how many times the survey was opened and how often it was completed. All results are immediately saved in the Altcraft CDP platform, where you can see the full customer profile. At any time, you can view response charts or export results to Excel.

- **Triggered campaigns.** Survey responses can automatically trigger new messages. In Altcraft, as an omnichannel platform, you can instantly send a series of emails, SMS, or push notifications based on customer actions, such as filling out a form. For example, you can thank them for completing the survey and send an email with a promo code.

 
<Img img="/uploads/visual_template_editor_in_altcraft_9e7a39dc58.png" alt="visual-template-editor-in-altcraft.png" src="Visual template editor in Altcraft Platform"/>
 

- [**NPS Testing**](https://guides.altcraft.com/en/user-guide/weblayers/forms/nps/). In Altcraft, you can easily conduct NPS testing using forms, where a scale from one to ten is set up along with additional customer questions. Results can be calculated in different ways — for example, by average or total NPS — and are displayed in the statistics. This makes it possible to see customer loyalty, track changes, and categorize respondents into promoters, passives, and detractors. Such data provides a clear understanding of where improvements in customer relations are needed.

 
<Img img="/uploads/nps_testing_f600190fc2.png" alt="nps-testing.png" />
 

## Conclusion 

Marketing surveys and feedback forms provide insights into the real needs and problems of customers. They help identify weak points, improve the product, and make marketing more precise and effective.
Creating and setting up such surveys in Altcraft takes just a few minutes thanks to its simple builder and flexible settings. Add a feedback form to your website and regularly ask your audience questions. This way, you’ll always know what your customers really think.

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This article explains how marketing surveys help identify customer needs and how to maximize their value.

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How marketing surveys reveal customer needs and how to make the most of them.

Marketing Surveys: How to Uncover Customer Needs

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