Then you're doing it wrong.
http://help.apple.com/iphone/9/#/iphb05320e1d
Live Photos
Live Photos (iPhone 6s and iPhone 6s Plus) go beyond snapshots to capture life the way it happens—in movement and sound.
Take a Live Photo. To take a Live Photo, tap the Take Picture button. You record what happens just before and after your photo, along with the audio. The screen indicates the duration of the Live Photo exposure.
Play a Live Photo. Tap the thumbnail image of the Live Photo. Press the Live Photo to play it.
Share a Live Photo. You can share a Live Photo using iMessage, iCloud Photo Sharing, or AirDrop. A shared Live Photo plays in Photos on any iOS device with iOS 9 or Mac with OS X El Capitan. A Live Photo is sent as a still photo if you share it any other way.
Turn Live Photo on or off. Tap
to turn Live Photos on or off.