Choosing the appropriate influencer is crucial for government agencies that are looking to leverage influencer marketing to reach their target audience. With limited budgets and resources, government agencies need to ensure that their messaging is reaching the right people. By partnering with the right influencer, a government agency can tap into an engaged and targeted audience that is interested in their message. 

However, choosing the wrong influencer can be detrimental to a campaign, resulting in a waste of resources and potentially even damage to the agency's reputation. It's important for government agencies to carefully evaluate and select an influencer whose values and messaging align with their own, and whose reach and audience match their target demographic.

1. Identify your target audience: Before choosing an influencer, it's important to identify your target audience. Who are you trying to reach with your message? This will help you choose an influencer whose followers align with your target audience.

2. Look for influencers with relevant expertise: If your message is related to a specific industry or topic, look for influencers who have relevant expertise in that area.

3. Consider the influencer's reach: Look at an influencer's follower count and engagement rates to get a sense of their reach and influence.

4. Check the influencer's authenticity: Make sure that the influencer's followers and engagement are authentic. There are tools available that can help you determine if an influencer has fake followers or engagement. This is a great one.

5. Look at the influencer's past partnerships: Check the influencer's past partnerships to see if they align with your agency's values and message.

6. Consider the influencer's tone and voice: Choose an influencer whose tone and voice align with your agency's messaging and brand.

7. Look at the influencer's platform: Choose an influencer whose platform aligns with your agency's goals. For example, if you're trying to promote a Facebook campaign, look for an influencer who is active on Facebook.

8. Evaluate the influencer's content: Look at the influencer's past content to make sure that it aligns with your agency's values and message.

9. Consider the influencer's geographic location: If you're targeting a specific geographic location, look for influencers who are located in that area.

10. Check the influencer's availability and willingness to partner: Finally, make sure that the influencer is available and willing to partner with your agency. Reach out to the influencer and start a conversation about a potential partnership.

A good example of a successful influencer campaign is this one launched by Destination NSW in 2022.

Related topic: The Benefits of Influencer Marketing and How to Get Started