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Related to the difference between river spots and non-river spots:
The percentage bet/(bet+pot) will tell you how often to bluff in all-in river spots to be unexploitable when you bet. You take that percentage of your value betting range, and that's how often you should bluff. For example, if you were shoving 2/3 of the pot with 10 combinations for value, bet/(bet+pot) would be 40% and you would need to bluff with 40% of 10 combinations = 4 combinations for your betting range to be balanced.
With cards left to come in all-in situations, however, you can bluff much more often if you have good semi-bluffing hands because they can still win sometimes, and when they do win, they win a part larger than the one you're betting into. That's related to why you can (and usually should) be so aggressive like when you turn a backdoor flush draw with something like A J on Q 9 5 7 after continuation betting the flop.
This is why you choose semi-bluffing hands to bluff with before choosing hands with low equity earlier in the hand. On the river, however, showdown value is the important thing since you can't semi-bluff.
Of course, you should be more aggressive with your semi-bluffing in non-all-in situations too, but it was just an example.
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