I don't know if those are all the same, but I had one of those tests about a month ago and it wasn't bad. It was more like a little wand with absorbent material on the tip; you stick it up in the nose just as far as you can put your finger, jiggle it around for 15 seconds, then do the other side the same way.
Mine looked like the one on the far left. It was the rapid test; not sure if that made a difference. None of this tilting your head back so they could ram it back in your nose. In fact, I administered the test myself at the pharmacy drive-thru window at Walgreens!
It's a tickling sensation like when you get pepper up your nose and it makes you sneeze. It makes your nose run so they can get the sample on the wand.