I have a web application in which there are contents like videos and other types. Let's focus on videos for this case. The videos have the "like" option. The phrasing is like:
(Bold means there's a link)
"You like this video"
"12 people like this video"
"You and 12 others like this video"
The only phrase still causing doubt is the case in which no one has liked the video yet. There are some options I can think of:
"Be the first to like this", in which case it may look like the user is being pushed into liking;
"No one has liked this yet", in which case it may sound negative because of the presence of "no one";
"Like this video", in which case it may sound imperative in comparison to the other phrases used;
It's good to keep in mind we chose to use phrasing and not only numbering (a like button + a number) because of the personality of the users, which is composed by lots of different people (from tech savvy teenagers to elder users, unfamiliar with PC and/or internet).
Thanks in advance.