Since the first ISIL video showing the beheading of American journalist James Foley went online in August 2014, the armed group's carefully crafted output has become increasingly gruesome.
Journalists and reporters, who want to demonstrate the, the horrific nature of these actions, are caught in a bind.
At the beginning of February 2015, there was the video of Jordanian pilot Moaz al-Kassasbeh being burnt alive - and shortly after footage of 21 Egyptian Coptic Christians being beheaded in Libya: the first material to be filmed outside ISIL's territories in Syria and Iraq.
Each video, each propaganda blast has pulled more and more players into the fray.
In the past weeks, Jordan, Egypt and even New Zealand have joined in. ISIL's output - visual, violent and compelling - feeds into a narrative of war and revenge.
This is storytelling material made by those who know that beyond the potential recruits, it is global news organisations that will find these images hard to ignore.
The Listening Post's Will Yong reports on ISIL, the spectre of the intensifying battle and the propaganda that is defining the latest war in the Middle East.
Source: Al Jazeera