What's the best artificial bait right now? Soft lures or crankbaits?

Depends a lot on what you're trying to catch and where you're fishing, you know? Soft lure is more versatile and ends up being better for beginners because you can work it in a more relaxed way and you catch pretty much any fish, but crankbait has that natural movement that attracts a lot of predatory fish. I'd say soft lure is more practical really, but if you want quick results in a river or lake with aggressive fish, crankbait has the edge.