Are you giving yourself a reach around tug when installing them?
...[pause for dramatic effect]...
And by that, I mean are you reaching over your head with the opposite hand and gently pulling up and back on the ear that you're installing the earphone into? That's how I used to do it. Now I've adopted a one-handed technique:
For the left ear, I partially insert the plug into the ear with the left hand, then while using my left index finger to push up and back against the
antihelix I use my left thumb to insert the earphone the rest of the way.
