through social media. >> reporter: commanding isis' army of videographers and editors, the group's spokesman, said to be so important to isis he holds a position underite leader,ing abaghdadi. >> the guy chosen by isis to do battle when they had the big, you know, dogfight in early 2014 about who was right, isis or al qaeda. >> reporter: he has given several audio statements for isis but despite being a spokesman for the group he avoids appearing in any videos. analyst says that's for his own security. he's got a $5 million u.s. bounty on his head. and western forces have taken out several top isis media operatives like jihady john. >> the state department, which puts out, as you know, videos to counter isis, the criticism they can't seem to keep up with isis,