Wait till you hit a 5K hand stretch of running bad
... They're fun.
Not 100% sure about the river, a lot of people tend to miss value bets on the river, especially when scare cards hit. Your position plays a part here too, first or last to act matters in instances, type of opponent, etc. TOP has a good chapeter about river play.
Also your ability to bet/fold to a raise on the river is another factor as well. Sometimes it's hard to not pay a player off, other hands are a bit easier to get away from. Generally though bluffing at low limits is usually -EV against a standard school of fish, since they're not worried about saving bets and will call pretty liberally.