When to bluff in Texas Hold'em is up to you. The likelihood of other players bluffing depends on several factors as well as your gut-feeling. But intelligent bluffing is based more upon being able to quickly and accurately rate your hand. Knowing your hand's strength is vital to knowing when to appear weak or when to bluff being strong. Appearing weak with a strong hand can entice other players into additional pot contributions. Bluffing strong can frighten them off when you're weak.