What are we doing wrong? Just trying to hang a picture ☹️
The Toggler SnapScru product you used is decent, with two cautions: 1, you need to maintain solid pressure while driving it in. Doing this with a screwdriver is somewhere between tough and really hard -- you want to use a drill or an impact. 2. If you hit something solid, you'll just chew up the drywall.

If you did hit something solid, (and you know it's not electrical cable or plumbing), just use a regular screw. Probe with more than a finish nail to be sure that you aren't just getting minor pushback from insulation.

If you have air behind your existing hole, go back to your favorite big box store and get the "Toggler Snaptoggle". It goes into a 1/2" hole and you pull it back on itself for a solid mount. (As solid as drywall, that is. Don't do chinups off this.)