Hi
Is this a usb 2 or 3 port?
Have you tried different usb ports?
Is there a F key to sellect the boot device
Often f8, f11 or f12
Usually usb device shows up twice, one with uefi in name
Depending on settings relative to uefi and secure boot you can choose either usb device
But if hdd exceeds 2 TB you need to select disk access in uefi (replacement for bios) and usb device as uefi
Can you test this usb win 10 disk in other pc's?
If you have a dvd drive make a win 10 dvd
Finally i cant remember formating in fat 32 is the default but formatting using NTFS often prevents booting
Regards
Mike Barnes