Lobbyists play an important role in the political space across the globe. Their services are widely used to influence key decisions. In the world of commerce, they take a different nomenclature. Influencers are setting the game for many big brands. Increasingly brands see influencer-marketing as one of the mainstream forms of digital marketing. The reason is simple. There are over 20 lakh content creators in India. Chennai-based Social Beat launched www.influencer.in, a marketing platform, to help brands create quality content and amplify the reach among the target audience by leveraging verified digital influencers across Instagram, YouTube, Twitter, Linkedin and the like. The platform has just released “The influencer marketing report 2022”. The report expects the influencer marketing industry to grow to Rs 2,500 crore by 2025 from Rs 900 crore in 2021. According to the survey, 61.2% of all brands recognize the power of influencer-marketing to tap into a newer audience pool to boost brand awareness. The survey finds 36.9% of brands rely on Instagram and 20.6% on YouTube for their dedicated influencer-marketing efforts. Facebook continues to be popular, with 18.7% of brands using it. About 50% of marketers indicate that they spend up to 10% of their digital marketing budget on influencers annually. Well, they are the change-driver of a new kind!