Far less often than I value bet...
When I've been on the same table for quite some time, have built up a tight table image and people are afraid to play against me then I tend to increase my aggression & bluffs.
If the table is playing fast and loose there is no room for it, as ever a general rule which is good to follow is to play the opposite style of the table... If the table is loose, you are tight. If the table is tight you are aggressive.
Bluffing is an important part of the game because you can't always 'get there' but it's extremely important to be mindful and aware of the dynamics.
It's prudent not to over-commit yourself when bluffing and if it's not getting through, be wary of trying to force it.
Bluffs are most effective in heads-up pots; the more opponents that are in the hand, the less inclined to bluff you should be.
That's my two cents for now.
Good luck and see you at the tables!