Founded by Twitter veteran Rabble, Divine positions itself as a human-centric alternative to the current social media landscape. By utilizing the open-source Nostr protocol, the company aims to move away from the black-box recommendation engines that define competitors. Instead, the app focuses on 6-second looping videos, fostering niche communities like the "Late Night Insomniacs Club" where users create for one another rather than for ad optimization.

The partnership with Taco Bell serves as a test case for how brands might interact with these communities without relying on conventional, disruptive advertising. As part of the brand’s "Decades" campaign, fans gain early access to the platform using the code TACO-BELL. Co-founder Liz Sweigart emphasizes that the design choices behind the app—including new features like stop-motion tools and creator tipping—are intended to prioritize collaborative participation over passive consumption. By rejecting the "walled garden" model, Divine seeks to provide creators with genuine ownership over their identity and content, ensuring that their work remains portable across an open social internet.