I just got the Ender 3 V3 and I am having an absolute nightmare of a time loading filament. I have multiple printers, V3 KE, Ender 3 S1 Pro. I have never had this much difficulty loading filament ever.
It almost seems like the extruder doesn’t actually sit against the feeder tube at the top of the hot end and it makes it nearly impossible to load filament. I can’t even get the metal rod for clearing clogs to get into the hot end.
I was able to load filament once and print the benchy and that worked great but I have been fighting to load the filament for over 30 minutes after doing a retraction to unload the filament that was provided.
I have the same printer and have not experienced that problem.
You might have already done this but make sure to cut the end of the filament at a 45° angle and bend it straight as it comes off the roll curved.
I was able to get filament to load by taking apart the toolhead and then manually pushing filament through the unlocked extruder until it went in fairly easily.
Then when reassembling I used the included metal rod and fed it through the extruder and the hotend assembly while tightening the screws down to make sure everything stayed aligned.
Running a print right now and will verify after if I can easily swap the filament again.