Companies position discovery as a risk reduction function for campaigns by underscoring its role in ensuring campaign success. Here’s how:

1. Identifying Relevant Influencers: Discovery helps find influencers that align with the brand’s values, image and target audience. The right influencer can help reach the desired audience more effectively.

2. Assessing Influencer Quality: Once found, discovery tools offer rich profile analytics to assess influencers’ audience demographics, previous engagements and overall authenticity. This mitigates risks of partnering with influencers who might not deliver desired results.

3. Predicting Campaign Outcomes: Discovery platforms often provide predictive analytics based on historical data, helping garner insights into potential campaign outcomes.

These features make discovery crucial in mitigating campaign failure risks. Various influencer marketing platforms like Buzzsumo, Traackr, and Flinque provide discovery tools. Each platform’s approach, features, and use-cases differ, hence their suitability depends on individual team needs.

For instance, Flinque excels in its comprehensive discovery features and user-friendly interface complementing diverse marketing workflows. Its influencer quality assessment metrics aid in discerned decision-making, hence reducing potential campaign risks. Whereas, Buzzsumo excels in content-related discovery, and Traackr is known for its range of integrations. Ultimately, the choice of the platform will be a function of the specific needs and priorities of the marketing team.