1. Another actor, possibly a nation-state, is putting even more resources than Russia is into shaping the narrative,
2. Russia isn't actually trying very hard manipulate the narrative this time around.
Both these scenarios are new and somewhat frightening. If #1 - what is the motivation? Who is doing it? If #2 - why would they abandon a previously successful strategy? Where did they redirect those resources to? Are they up to something even worse?
None of this discussion requires you to be pro-Putin, which is what you seemed to imply. Your comment is being down-voted because it criticizes while lacking any sort of imagination or insight.