I personally don't like that play, you are beat by any A,K, Flush or a straight plus your faced up a 3bet and two barrels. Not the best conditions for a Bluff. How many times at those stakes someone with an A will call you regardless you are telling him that you have the Flush?

I don't mind the bluff otr.
Fwiw, I would've played the hand in the same manner therefore I am definitely biased.

This is pretty much bottom of your range and most of villain's range is comprised of bluff catchers with very few flushes, straights and sets in his own range.

Even top set hates life if you shove the river and I don't think he has very many flushes in his range at all. I feel like you can get him to fold a large part of that range if you overbet jam this river as played.

Checking is ok but seems kind of weak since you're at the bottom of your range and I don't think you have very much showdown value.
If he sees you check this back he might also be wary of bluff catching against you in the future because you likely don't bluff enough to make it worth his while.

Maybe betting half-pot otr looks even stronger in his mind and makes him find the fold button more often. But I'm not sure about that.

I'd likely turn 99-JJ into a bluff as well here (the combos with a heart) or maybe flip a coin and bluff half the time and check back the other half in order to not be too predictable because they have at least a little bit of showdown value.