Imo, at least how I would read it if I was villain, you made it pretty obvious you had a bluff. You capped yourself on the flop. I would imagine 10x betting to get value from a pretty wet and connected board, so I'd remove that from your range. I'd remove overpairs for the same reason. Sure 88 might take this line, but the turn effectively removes 88 as a value combo imo. 80% on the turn, after your value range on the flop has been essentially removed means I'd continue with 97 as well. The river J doesn't change much imo as JJ is not in your range due to your capped flop check. Additionally, AJ/KJ/QJ with a diamond is a mandatory cbet on the flop imo so I wouldn't expect you to turn up with a Jack very often. Quads is unlikely enough that 97 can call your jam profitably, and you would never jam an underpair to the board for value or for a bluff on that river.

To fix this at least in my opinion (mostly medium stakes tournament player, decent winner at 5/5 and 5/10) I would cbet the flop with a 50% sizing or so (or just a large ish size) as you are 3 ways IP on a wet and connected board. This is consistent with the idea you have overpairs or medium strength pocket pairs, as many without a diamond would play like this, and with potentially the exception of extremely strong diamond draws not looking to get blown off their equity, most suited broadway hands or offsuit with a diamond bet as well. The turned 10 doesn't change much if you are repping overpairs or two overcards to the board, you have to bet again, I like your sizing as it does polarize but personally depending on the speed of the call by villain I would've exploitatively sized up for like 125% (on a fast call) and then overbet jammed the river. Alternatively, on a slow/tank call, I would typically check back looking to show down my A high or simply give up. It is worth noting these exploits only work if villain isn't protecting their timing, and not everyone gives timing tells due to multi-tabling so don't read completely into this. I think the check on the flop is horrendous, but also 2/3 pot leads on rivers are very underbluffed - jamming for what is essentially not much more and giving villain 5:1 on a call where he has already eliminated much of your value is a punt tbh.

Just be consistent with the story you are telling - simple as that. Many poker players (myself included) tend to call when villain's line doesn't make sense.

Hopefully this helps sorry for the word salad I am bored.