The show consisted of many skits over an hour. It also broke new ground in American television by using a "Theatre-In-The-Round" stage format, with the audience seated on all sides of a circular performance area (with some seats located behind the sketch sets on occasion).
Wilson was most famous for creating the role of Geraldine Jones, a sassy, modern woman who had a boyfriend named Killer (who, when not in prison, was at the pool hall). Flip also created the role of Reverend Leroy, who was the minister of the Church of What's Happening Now!. New parishioners were wary of coming to the church as it was hinted that Reverend Leroy was a con artist. Flip popularized such catch phrases as "What you see is what you get," and "The devil made me do it!".
In addition to the skits, Flip Wilson also signed many popular singers to provide entertainment. African-American singers such as Ella Fitzgerald, James Brown, Lena Horne, Stevie Wonder, Ray Charles, Aretha Franklin, Gladys Knight & the Pips, The Pointer Sisters, Charley Pride, The Temptations, and The Supremes appeared on the program, as well as many contemporary white entertainers. Usually, the singers also chose to partake in skits with Wilson.
Wilson's clout allowed him to get both the new breakout performers (such as The Jackson Five, Roberta Flack, Sandy Duncan, Lily Tomlin, George Carlin, Richard Pryor, Albert Brooks, Lola Falana and Melba Moore all of whom became very popular during this period) as well as established singers. In late 1971, gospel legend Mahalia Jackson made one of her last public performances on The Flip Wilson Show.
While The Flip Wilson Show first shared a studio with other television series, Wilson's massive popularity allowed for him to get his own set of soundstages, starting in the fall 1972 season. As the seasons went on, however, the show's ratings slipped. This, coupled with Wilson's repeated demands for higher raises in his salary, caused the series to become over-budget, and led to its cancellation.