For years I've been impressing on my journalism students the importance of microcontent. But, until smartwatches came along, I just didn't realize how micro things would get.
Microcontent is the headlines, subheads, grabber quotes and other elements in larger-type sizes of an article's layout. Online they should serve to let the reader know what the story is about and reveal salient details about the content. Why? Because readers make choices about stories quickly, within seconds. And, those same readers are on a mission. They are hunters and gatherers looking for information that matters. If your microcontent doesn't let them decide whether your story is a nutritious news snack they need now, they will move on.